Talk About Focusing on a Niche
At my Firm, we focus on a few niches - SEC auditing, franchisors/franchisees, broker/dealers and increasingly restaurant groups. But we still do lots of work that doesn't fall in any of those niches.
Which made an experience I had yesterday make me think about this.
We're located in Detroit, but almost all of our niche clients are located outside of Detroit. We travel a lot. And it looks like I'm going to Russia and possibly China sometime in the next month.
I went yesterday to a place calledPassport Health Michigan  which I think is a franchise of Passport Health USA. My partner and one of our staff went there last year for immunizations before a trip to China, and now it was my turn.
What an incredible experience. I called to make my appointment, and they asked me where I was going. I arrived a couple of hours later, and they had a spiral bound document for me with all of the information I could possibly need for travelling to Russia and China. The document included:
- Recommended immunizations
- Health issues
- Travel tips
- General information about the countries
- Visa requirements
- And more
The nurse operating the office was incredibly knowledgeable and helped me make informed decisions about what shots to get. In case I go to China, I got pills to prevent malaria. They had diarrhea kits (ok unpleasant subject) but I got some pills just in case. They also had other kits and travel accessories.
Essentially, it was a one stop place to find out everything I needed to know before going on these trips.
This is giving me a lot to think about. We are very good at the niches we focus on. As auditors, can we be more "one stop" all you need to know like this business? I haven't figured that one out yet.