Get focused before going out on your own

I get calls regularly from people who, for various reasons, are either looking to consult or to start a company. Most are seeking advice on how to get started. Some of these calls are easier than others. 

Last fall I had a call from someone starting a solo cyber consulting firm and it quickly became clear to me that I could not help them. He claimed nine areas of expertise… NINE! And he wanted to proclaim them all publicly.

I don’t care how intelligent you are or if you really have deep knowledge in each area, if you are a solo consultant claiming nine areas of expertise your believability factor drops by a factor of, well, nine.

I tried to explain to him that claiming that many areas was going to dilute his ability to attract business, but he was adamant. He wanted to establish credentials in all nine areas.

I passed on advising him.

Whether you are going out on your own to consult or start a small contracting firm, you have to understand that your pipeline is never on auto-pilot. You may have some business from friends and from your last place of employment, but these are not permanent and they don’t come with a guarantee.

You need a strategy to successfully compete, and that includes a clear focus on your differentiated skillset.

Before starting, you need to determine

• What you do well enough to make money and be determined to get better at it, regardless of how good you currently are;
• Does your area of expertise represent a significant pain point in the market;
• What can you charge;
• Do you have credentials in your area of expertise, necessary certifications, experience, degrees;
• Decide who your target clients are, industry or government, or perhaps both;
• Figure out how to get on their radar in a positive manner;
• Develop content that demonstrates your expertise;

And that is just the beginning, establishing both your visibility and credibility.

A little over two years ago Jennifer Namvar started The Peerless Group, focusing exclusively on capture. She has a track record as an employee of several large contractors in the role of director of capture and she had a good peer network. When she decided to go out on her own, she sought advice from those who had already done it.

She did several things right, starting with a clear understanding of what she brings to the market. Her LinkedIn profile has become a billboard for her skill and is supported by posts and articles, including an article in Washington Technology.

She actively but selectively grows her network. Speaking gigs are coming her way and her pipeline is strong enough that she is seeking talented 1099s to help her.

In two short years, Jennifer went from valued employee to publicly-recognized SME. 

Sad to say many who go out on their own do not have similar results. Many lack the focus Jennifer has, and like the guy with nine skills, are reluctant not to discuss them all.

Imagine his conversation with a program manager in an agency or with a prime: “Well, what do you do?” “Everything! What do you need?” End of conversation.

I have been consulting for nearly forty years and it is not easy. As a government marketing guy I have had to morph multiple times as the venues changed: traditional media and snail mail in the 1980s; the web and email in the 1990s; web 2.0 tools and offering content in multiple formats in the early 2000s;  and now the advent of AI disrupting everything.

So I morphed as the market evolved. I no longer present myself simply as a generic “federal marketing advisor” but have narrowed my focus to the intersection of thought leadership, content and social selling- leveraging LinkedIn to help companies and consultants define a niche where they have the opportunity (if, like Jennifer, they focus) to stand out and above the competition.

Determine what you bring to the market and work hard to stay good at it. Be prepared to morph when the market morphs, but don’t lose focus.

Not that I have an opinion.

Mark Amtower helps companies and individuals build SME platforms in the federal market.