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How To Build & Grow Your Martial Arts School Part IV: Find & Develop Your Niche

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This entry is part 2 of 13 in the seriesStarting Martial Arts School

How To Find & Develop Your Niche

They say ‘if you try to be everything to everyone you will become nothing to anyone’. While this may be taking things a little to the extreme, it is crucial to develop your own niche in the martial arts industry.

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It is never too late to develop your niche, or if you find that you have been going in the wrong direction to make a change now. There is a need for all types of martial arts schools–choose who you want to be and to whom you want to appeal. It is wise to look at trends and where the business is headed, but this does not mean you should sell out your ethics and beliefs just for some extra money.

If you are just in it for the money then maybe you are happy with the ‘McDojo’ approach that appeals to the crowd that wants to buy their way to being a black belt. For those of you who are devoted to remaining true to their roots and old school, hardcore style training, you definitely have a strong niche to build on. There is nothing wrong with MMA or offering multiple different styles under one roof, even if they are various styles like:

What we are talking about here is more about the philosophy, principals and mindset of your school. However you may still want to focus on promoting one style as your primary business and all others purely as add-ons.

This means more targeted marketing, more cost-effective marketing, higher closing ratios and a lower cost per enrolled student.

You must decide on your niche now in order to position yourself to build your business to where you want it to be. If you are following the ‘McDojo’ idea and plan on having hundreds of schools, you clearly need to go in quite a different direction than if you plan on having a few schools with a reputation of being serious training centers for elite fighters who hope to someday fight professionally.

If you have not already, take the time to write down how you want your school to be perceived and what you want it to be. This can be in the form of a mission statement and should be referred to regularly in an effort to stay true to your goals and as a guide to stay on track. When faced with a decision, if it is not directly helping you achieve your goals or in-line with your mission, then you should not do it.

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Post by: Tim Houghten


About Tim Houghten

Tim Houghten has written 11 post in this blog.

Series Navigation<< How To Start A Martial Arts School<< How To Build A Dojo Part II: Challenges Make OpportunitiesPlanning The Building & Growth Of Your Martial Arts School Part III >>
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