NICHE

The next level, Niche, is about creating predictable cash flow for the business and operating from a position where the business has no price competition. Niche is where the business becomes a commercial, profitable enterprise. At this level, everything is oriented around marketing.

Marketing from a point of difference, adding value to each transaction and finding a company's USP - or "Unique Selling Proposition" - are key factors at the Niche level.