You want people who “see themselves” as part of any group that resonates with your Mission. So consider defining your NICHE around any of the following:
Industry –– e.g. banking, financial services, healthcare, etc.
Function –– e.g. accounting, IT, sales, marketing, HR, finance, manufacturing, etc.
Situation –– e.g. relocating executives, turn-arounds, new start-ups, etc.
Problem –– e.g. employee skill deficiency, inadequate sales and revenues, etc.
Trend –– e.g. social media, online marketing, tele-commuting, distance learning, etc.
Your MISSION suggests your MARKET. Your MARKET validates your MISSION.
Knowing WHY you’re valuable, suggests WHO cares and WHERE you’ll find them