Big growth takes time (and a strategy)
Success on a large scale takes time - and that's a lesson I learned the hard way. I see it all the time, especially with entrepreneurs who apply to acquisition.com. They're making $1 million in profit and think they've saturated their market because they're spending 50,000 $ a month on Facebook ads and can't scale any further without losing profitability.
So their solution? Launch new product ranges. Add new offers. Introduce complexity. All this for a company that generates 3 million in sales a year.
This is a huge mistake.
In this article, I'm going to explain why reaching that first plateau doesn't mean you have to start all over again - but that it's time to double your efforts and learn how to really grow. in your market. It's not your market that's capped - it's your mindset.
The 4 growth levers that most entrepreneurs ignore
Before launching something new, ask yourself this question: have you really maximising what you already have? Here are the four levels of strategy for developing your niche:
1. The method
This is the means by which you generate customers: advertising, content creation, recommendations, prospecting, affiliation. This is the tactic. Most entrepreneurs only test one or two of these, then declare that their market is saturated.
2. The platform
Each method is executed on a platform: Facebook ads, YouTube videos, Google searches, emailing, cold calling. Many limit themselves to one or two platforms, missing out on great opportunities elsewhere.
3. Media format
Each platform offers several types of content: Instagram offers stories, reels, posts and private messages. Each allows you to reach and engage your audience in a different way.
4. Volume
You may be using the right method, on the right platform, with the right format... but are you doing it often enough? One post a week isn't enough if others are publishing five times a day.
Most entrepreneurs haven't even scratched the surface of these four levers - which is why they stagnate.
The market expansion pyramid: 5 ways to grow
And if you had really (Unlikely - but let's play the game.) Then it's time to consider expanding your market.
Here is my model: the market expansion pyramid. There are five ways to develop in any niche:
1. Upmarket
Target larger, higher-spending customers. For example, instead of targeting salon owners, go for franchisors or chains. Fewer customers, but higher sales.
2. Downmarket
Target smaller customers - like independent hairdressers instead of salon owners. There are more of them, which can increase volume.
3. Adjacent market
Find a similar audience in a similar niche. If you serve gyms, look at physiotherapists. If you serve salons, try medspas or eyelash salons.
4. Enlarged market
Take it down a notch and target the whole industry. From salons to the whole world of beauty - nails, massage, skincare.
5. Niche down
Be ultra-specific. Instead of targeting all salons, concentrate on those that offer extensions or brushings. Targeted offers can far outweigh generic ones.
Case in point: from micro-gyms to sports clubs
We've applied this at Gym Launch. Originally, we only worked with micro-gyms. There are around 50,000 of them in the United States, and we had already spoken to 20,000 of them. We'd used every method, on every platform, in high volume.
But the market remained limited. So we asked ourselves: who else can benefit from what we do? The answer: sports clubs. With higher budgets and a similar model, they represented a perfect upward extension.
Within a month, we were already helping clubs to generate tens of thousands of dollars in additional revenue.
Your market isn't saturated - you just haven't finished the job
Let's get back to the basics. If you're not getting enough leads and you're feeling stuck, it's probably because you haven't finished activating all your growth levers. You probably haven't :
- Create content on a regular basis
- Follow up your prospects effectively
- Tested new advertising platforms
- Called every lead
- Explored every media format
Yes, it all takes time. And that's the point: building a great business takes time. But it's built on a clear strategy, not on guesswork.
FAQ
Q : How do I know if I've saturated my market?
A : If you've tried everything - every method, every platform, every format, at full volume - and you still can't grow, perhaps. But this is extremely rare.
Q : Should I launch a new product or expand my current market?
A: Expand first. It's quicker, cheaper and you already have credibility.
Q : Is it better to specialise further or to broaden?
A: It depends on where you can offer the most value. The best option is the one where you can generate the most revenue for your customer.
Conclusion
Stop thinking that you've reached a limit just because one growth method no longer works. It's not your market, but your mindset that's holding you back. Activate the right levers, and the results will follow.
Great growth takes time. But it's worth it.
