6 min read · Written by Grant Rayner on 10 May 2023
Share by emailIn my last article, we looked at several factors to keep in mind when launching your venture as an independent security professional. One of those factors was the importance of defining your niche. Today, I’ll delve deeper into the concept, shedding light on ways to carve out your unique niche, potential hurdles you might encounter, and sharing a few reflections based on my own personal journey.
When establishing yourself as an independent security professional, you’ll have the option to generalise or specialise. The temptation to generalise is understandable. You may want to offer a host of different services to appear like a larger organisation, thinking it will make you more credible. It may also be seen as a safety net - the more you throw out there, the higher the chances of something sticking.
However, generalising is not the most effective strategy for an independent security professional. Not only is it unspecific and potentially vague, but it also fails to leverage your unique skills and experiences.
The preferable strategy? Establish yourself as a specialist in a niche.
Defining a niche means pinning down a specific area of expertise, industry, or market segment where you can shine and set yourself apart from the competition. As an independent security professional at the helm of your own company, focusing on a niche allows you to address the unique needs and challenges of a distinct audience.
For some, defining their niche comes naturally, stemming from their strengths and future aspirations. Others might find a specific aspect of the work enjoyable and envision a future in that area. However, rushing to build a business based solely on what you think you’re good at, or what you’re passionate about, may not be the best approach. Instead, consider a multitude of factors that could influence your success.
Here are a few pointers to guide you when defining your niche:
Identify your areas of expertise, unique skills, and interests within the security field. Aligning your focus with what you excel at and are passionate about can be a catalyst for long-term motivation and success. However, make sure your self-assessment is honest and grounded. Are you truly world-class in your chosen area? Can you provide a solid track record to substantiate that claim? Realism is key when discerning your strengths and passions.
There can be a natural tension between what you excel at and enjoy, and what potential clients actually need. Objective research into potential target markets and industries can help you understand their needs, challenges, and the extent to which their needs are met by existing solutions. The goal is to identify gaps or under-serviced areas where your expertise can provide significant value.
A comprehensive analysis of your competitors, their offerings, and their target markets is vital. You need to identify areas where you can differentiate yourself and offer a unique value proposition. Standing out can be challenging, and I urge you not to settle for being a cheaper alternative as your unique selling point. Instead, focus on a combination of deep skills, experience, and a unique perspective on the problem at hand.
Stay updated about industry trends, emerging technologies, and regulatory changes. Align your niche with areas that show potential or growth. For instance, requirements to implement specific security standards or meet regulatory requirements could be promising areas.
Identify the types of clients you wish to serve, such as small businesses, large enterprises, or specific industries. Your services and messaging should be tailored to cater to their unique needs and preferences.
Your chosen clients could potentially be part of your niche. You might opt to focus on the banking, aviation, or maritime industries. Alternatively, you could concentrate on specific countries, such as clients with operations in Vietnam or Algeria (but probably not both…). Many have successfully built businesses by serving as gateways to clients in emerging markets.
Defining your niche is not without challenges. Here are a few potential pitfalls and ways to navigate them:
As hinted earlier, trying to cater to everyone can dilute your expertise and make differentiation difficult. Concentrate on a specific area where you can build a strong reputation and offer tailored solutions.
While narrowing your focus can be beneficial, be mindful not to become overly specialised. This could limit your potential client base and hamper adaptability in the face of changing market conditions. For example, if you were to specialise in a specific task, in a specific country, within a specific industry, you risk becoming too niche.
Regardless of how superior your product or service is, if there’s no demand for it, success will be hard to come by. Ignoring market demand when defining a niche could lead to difficulties in attracting clients and generating revenue. Ensure there’s a genuine need for your services within your chosen niche. Stay close to your clients and spend time understanding the challenges they face.
Once you’ve defined your niche, be prepared to continue to evolve as market conditions, client needs, and industry trends change. Regularly reassess your niche to ensure it remains relevant and aligned with your business goals. As a single-person operation, your adaptability to changing market conditions and client requirements is a key strength and a significant differentiator.
Failing to thoroughly analyse your competition can lead to a limited understanding of the market landscape and potential challenges. It’s crucial to stay aware of your competitors and actively seek ways to differentiate yourself.
Maintain strong personal contacts with other security professionals in larger consulting companies to have candid discussions about the industry. It’s also beneficial to follow your competitors on social media, subscribe to their newsletters, and periodically visit their websites to stay updated on their activities.
By concentrating on these considerations and sidestepping potential pitfalls, you can effectively define a niche that sets you apart and helps to advance our career as an independent security professional.
Based on my own experiences over the last decade as an independent security professional, here are some additional insights on establishing your niche:
One of my core specialties (something I’ve extensively done, have a solid track record with global clients, have developed a unique process and deliverables, and enjoy doing) is crisis simulation exercises. However, my services are not limited to these exercises. I also review and write crisis plans, conduct training, and evaluate teams. By offering these related services, I can position myself as a genuine expert in crisis management and support clients at different stages of their development.
Some of you may believe that defining a niche is limiting. It’s not. Its primary purpose is to simplify your positioning with potential clients. It’s perfectly fine to consider other work as opportunities arise.
For instance, my decision to specialise in crisis simulation exercises doesn’t preclude me from undertaking other projects. If I’m not swamped with projects and a client wants me to assess their guard force or evaluate the vulnerabilities of their perimeter fence, I’m unlikely to decline. Every project is valuable and provides the opportunity to build new relationships, which may lead to more work.
It can be challenging to accurately gauge market demand. You’ll need to carefully balance your desire to offer a particular service with the reality of whether there’s demand for it.
For instance, in the realm of crisis management, I’d argue that there’s low demand for crisis management plans. Most companies that need one already have one, and there are so many available that it’s easy to obtain one from a peer and customise it. Even if you asked a large security consulting company for a tailored plan, you’d likely receive a slightly customised version of a plan they’ve given to their previous client.
In light of the above example, you probably wouldn’t want to focus your business on writing crisis management plans given the low market demand. However, if your niche was crisis management training, you wouldn’t want to completely dismiss crisis plans. You could include writing crisis management plans as one of your peripheral services, as it could enhance your overall offering. However, you don’t need to highlight your planning services. Instead, showcase your niche in training where you have a clear advantage over your competitors.
You could even ‘productise’ crisis management plans and offer a template for sale on your website. I’ll delve deeper into productisation in future posts.
While adaptability is important, you shouldn’t drastically alter your business every time your competitors change their offerings or whenever you perceive a new opportunity. Instead, be adaptable within your niche. For instance, if you’re a crisis management specialist and a pandemic strikes, you could certainly develop products and services tailored to the needs of clients faced with the pandemic. I took this approach in 2020, creating a comprehensive playbook and template pack for organisations just starting to orientate to the situation. Thanks to my early presence in South Korea at the start of the pandemic (March - April 2020), I was able to leverage my learnings into a product that would support clients in the Americas and Europe.
When it comes to understanding your competitors, it’s natural to feel intimidated. These companies will be much larger than yours and will offer a broad range of products and services. However, don’t feel pressured to match their offerings. Instead, concentrate on your niche and highlight your experience and track record. There’s ample room for you to succeed, even in what may appear to be a crowded marketplace.
Defining your niche and establishing your business as an independent security professional can be a rewarding journey. By focusing on your strengths, understanding your market, and remaining adaptable, you can create a successful business that not only meets your clients’ needs but also brings you personal fulfilment.