Ask anyone who has achieved success in a particular field, and nine times in ten they’ll tell you that you’ll make more money and be in greater demand when you specialize. 

And why is that? It’s because expertise is always in demand.

For example, when I needed surgery on my ankle, I didn’t want to go to just any orthopedic surgeon. I wanted someone who specialized in ankle surgery. And if you have a foreign car, you don’t want it wrenched on by just any mechanic; you want someone who specializes in that make of vehicle.

The psychology behind this is simple—people want to hire those who are “best” at what they do, because there’s less risk in that purchase.

One of the challenges in growing a dojo is choosing a specialty around which you will grow your school. A common mistake among new school owners is to attempt to be everything to everyone, by offering a buffet of services and classes.

That “generalist” approach creates a number of challenges that have to do with program management, staffing, and marketing. 

Instead of being a generalist, in the Small Dojo Big Profits system of starting and running a dojo I suggest that a school owner should choose a single area in which to specialize. 

This is so the school owner can maximize their efforts in growing their programs, and leverage the value perception benefits of being known as a specialist in their primary program focus.

This specialization will fall under one of three umbrellas:

• A focus on Children’s Programs
  
• A focus on Adult Programs
  
• A focus on Fitness Programs
  

Eventually, after the school owner has built the core enrollment in their school to between 75 and 100 students by focusing on a single specialty, then they can branch out and work on attracting students in other market segments. 

However, it is much easier and simpler to grow your initial enrollment by focusing on a single specialty during that crucial initial period.

Not that you shouldn’t have programs for those other market segments; you should. And not that you won’t have classes on your schedule for those other market segments; you will. 

So what if you’re already established, but you’re stuck at 75 to 100 students and can’t break that glass ceiling? Let me ask you this: Are you known for being the expert, the go-to person for a particular market segment?

For example:

That’s a concern, because again, a confused mind never buys. So, you need to work on your branding. You need to figure out what you’re going to be known as in your area. 

And, you need to start marketing your school as specializing in that area that serves that market segment first.

When I tell school owners and instructors that they need to specialize, their first response is usually, “If I focus on the kid’s market, then how will I attract adult students?” or “If I focus on adults, how will I grow my kid’s programs?”

These are understandable questions. But here’s the crazy thing about specializing…

When you become known as an “expert,” as the go-to person in your area for programs that cater to a particular market, you’re going to get students in those other market segments as a result.

I know it seems counter-intuitive, but it’s true. Because when you specialize in kid’s programs, you’re going to end up getting their parents in your fitness and adult classes. And when you specialize in adult programs, those people are going to want their kids in your children’s classes.

Why is that? It’s because of trust. See, these people know who you are and what you stand for. They know what you’re all about, and that you’re an expert in what you do. 

In other words, in their mind you’re the best around. That creates trust. And because they trust you, they’ll entrust their own care or the care of their family to you and your school. 

So, specialize. Or as the good book says, “Choose you this day whom you will serve.” Because it’s important to know where you stand. And when others know where you stand, it makes it much easier for them to trust you and choose you over your competition.