SWOT Analysis and Market Strategy

Situational Diagnosis (SWOT Matrix)

To compete intelligently, it is necessary to make an honest diagnosis using the SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix. Strengths and Weaknesses are internal controllable factors.

A strength could be the language skills to serve expatriates, while a weakness could be the fear of public speaking or the lack of own vehicle.

It is vital to capitalize on strengths and design training plans to mitigate weaknesses. Opportunities and Threats are external factors in the environment.

An opportunity could be the opening of a new business center in the city or a social trend toward conscious consumption.

A threat could be an economic recession or the saturation of competitors in the area.

Crossing these variables allows designing defensive or offensive strategies; for example, if there is an economic crisis (threat), a "closet optimization" service (strength) can be launched to teach how to do more with less, turning the problem into a business opportunity.

Segmentation and the Ideal Customer (Niche)

The most common mistake of the novice consultant is to want to "cater to everyone". In marketing, whoever speaks to everyone connects with no one. Specialization is the key to profitability.

The "Ideal Client" or Avatar must be defined: Are they women in career transition? Divorced men returning to the dating market? College graduates? Girlfriends?

Knowing the niche allows you to adapt the language, brand aesthetics and communication channels. Selling image to a corporate lawyer is not the same as selling to an urban artist.

Understanding the pains, desires and purchasing power of this specific segment facilitates the creation of irresistible service packages that solve specific problems, differentiating them from generalist consultants.

Competitive analysis and differentiation

Observing peers is not to copy, but to find the gaps in the market.

If all local consultants offer "Total Makeover", perhaps the gap is in "Online Image Consulting" or "Corporate Etiquette".

The differentiation may lie in the methodology (use technological tools), in the approach (holistic, sustainable image) or in the client experience (include a tea service or personali