Application developoer working on a web application for coaches. Starts off with the sea of "Coaches and Consultants" and ends up with a specific type of coach in a specific industry where he already has exprience.
Easy to be "I help all people," especially when talking about health. This nutritionist figures out who he can serve, how he connects with them, and how to easily reach them.
There are millions of small business that need social media help. Getting down to one type makes so much sense and is energizing.