When I first heard the term “smallest viable market” it flipped everything I thought I knew about marketing on its head. For years, I’ve been conditioned to believe that success means reaching the biggest audience possible. But here’s the truth: starting big is a surefire way to burn through your budget, dilute your message, and disappear into the noise.
As a new business, particularly one operating on a DIY budget, trying to target everyone is like shouting into a crowded stadium. Your voice will get lost. Instead, speak directly to a small group of people who already want what you’re offering. These are your people. The ones who will not only buy what you’re selling but will tell their friends, advocate for your brand, and help you grow. This is what Seth Godin calls the smallest viable market.
Why Focus on the Smallest Viable Market?
Here’s the thing about search—whether it’s on Google, social media, or even paid ads: competition is fierce. Big brands with big budgets dominate the broad keywords. But by narrowing your focus to a highly specific, niche audience, you’re stepping out of the fray and into a space where you can genuinely connect. It’s less competitive, which makes it more cost-efficient, and it allows you to build trust and visibility without needing a marketing war chest.
Imagine you’re selling custom notebooks. You could try to rank for “notebooks” or even “custom notebooks,” but you’d be up against massive stationery retailers with established SEO and big budgets. Instead, you could target “custom notebooks for entrepreneurs” or “personalised journals for creative writers.” Now, you’re not just another option in a crowded space—you’re the go-to choice for a specific group of people who value exactly what you’re offering.
Start Small to Scale Big.
Starting with a niche doesn’t mean staying small forever. By honing in on your smallest viable market, you’re building a foundation. You’re finding your most passionate supporters, the ones who will help you refine your offering and spread the word. And here’s the magic: once you’ve solidified your position within that niche, you can expand outward.
It’s a bit like lighting a fire. You don’t try to ignite a massive log all at once. You start with kindling—something small, dry, and easy to catch. Once that’s burning brightly, you add larger pieces until the fire grows strong enough to sustain itself.
The DIY Path to Full-Time Success.
Let’s talk about the side hustle. If you’re building a business alongside a 9-to-5 job (that’s how I started this btw), chances are you don’t have the luxury of huge investments or endless hours to pour into your marketing. But here’s the good news: the smallest viable market approach is tailor-made for DIY entrepreneurs.
By focusing on a narrow audience, you can:
- Spend less on ads by targeting specific, low-competition keywords.
- Create more impactful content that speaks directly to your ideal customer.
- Build meaningful relationships through direct engagement, whether that’s replying to comments on social media or reaching out to niche communities.
This approach isn’t just about efficiency or making marketing manageable—it’s about making your marketing actually work. You don’t need to be everywhere; you just need to be in the right places.
How This Translates to Search and Socials.
On Google, this means targeting long-tail keywords—those three-to-five-word phrases that show specific intent. Instead of “best running shoes,” think “best running shoes for overpronation.”
On social media, it means engaging with niche groups or hashtags rather than trying to appeal to everyone on a given platform. If your audience is busy professionals who want to learn guitar, you’re better off creating short, focused tutorials and targeting #beginnerguitar than trying to compete with mainstream influencers.
In ads, it’s about hyper-focused targeting. Don’t run a broad campaign for “men’s fitness coaching.” Instead, go for “men’s fitness coaching for dads over 40” or “fitness coaching for busy professionals with no time for the gym.”
Why This Works.
When you go small, you reduce waste. Every penny, every second, every ounce of effort is directed toward the people who are most likely to care. And when they care, they act. They buy, they share, they stick around.
But more importantly, starting small forces you to get clear about who you’re for and what you’re offering. It forces you to make a promise that’s both specific and meaningful. And when you deliver on that promise? That’s when the magic happens.
The smallest viable market isn’t a compromise—it’s a strategy. It’s about respecting your resources, your audience, and the journey you’re on. It’s about taking your side hustle and turning it into something sustainable, one focused step at a time.
Closing Thoughts.
So, ask yourself: who is the one person who needs what I’m offering today? What do they look like, care about, and search for? Focus on them. Serve them. And watch as that one becomes ten, then a hundred, then more.
