If you don’t know exactly who your customers are, you won’t know what they want and how best to serve them. The biggest problem of most small businesses is they try to serve too large a market. Find a niche and own it. When you try to reach too many customers — or types of customers — you spread your resources too thin and your message gets fuzzy. Being dependent on one or two revenue streams is perilous. It certainly made me nervous at the time, and I knew I had to add new revenue streams to reduce risk, which I did. And that saved my business.
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