Today's guest is Andrew Askins. Andrew is the founder of Krit, a startup turned app design and development studio that helps other startups turn their ideas into realities.
While still in school at University of South Carolina, Andrew had an opportunity to join an accelerator program for his SaaS app. Though he was able to get it off the ground and attract a few thousand users, he starting burning out.
At the same time, he and his team were consulting with a few companies and it became something they enjoyed enough to go all-in. They started as a catchall digital marketing agency but realized after a couple of years that they needed to niche down and find their true sweet spot - working with startups.
The decision to pivot from startup to consultants was not an easy one. There was a lot of doubt along the way and it took landing a big project to finally feel a little more at ease with the decision.
Though he and his team kept it simple to start with, they've evolved both their business and their messaging over time to encompass their target market as well as the strengths of the team.
At the end of the day, Andrew's goal is to put people first in his business. And a big part of that is creating a transparent business model with clear values.
There's a lot going for Andrew these days, from bringing on the company's first new hires, to refining their systems and processes, as well as launching a new info product.
[click_to_tweet tweet="The work you do and the work you put in your portfolio doesn't always have to align, and knowing that can be a way to ease some of the fear of becoming too niche or specific." quote="The work you do and the work you put in your portfolio doesn't always have to align, and knowing that can be a way to ease some of the fear of becoming too niche or specific." theme="style3"]
In this episode Andrew talks about:
- Letting go of a startup he'd spent nearly two years building.
- Keeping things simple when you're starting out.
- Understanding the difference between clients who aren't a good fit and those who just don't fit with your primary messaging.
- How you communicate what you do matters. Be sure you are creating the right narrative around your business and value proposition.
- To have a successful startup, each part of the business should understand and care about the other parts. Development should care about design, design should care about sales, etc.
- Find clients who are equally as invested in you as you are with them. It can make or break a product.
Important Mentions in this Episode
Season 4: Niching Down
More episodes in this season:
S04 E01 - Josh Doody on Why, When, and How to Niche Your Business
S04 E02 - Sara Dunn on Overcoming the Fear of Specialization
S04 E03 - Chris Bintliff on Filling Gaps in a Niche and Building Marketing Engines That Work
S04 E04 - Matt Medeiros on Community and Finding Niches in Unlikely Places
S04 E05 - John Locke on Pivoting Your Niche and How To Validate A Market For Your Services
S04 E06 - Elliot Murphy on Abundance Mindset and Providing Value to Your Clients
S04 E07 - Troy Dean on How To Focus Your Marketing and Speak Your Client's Language
S04 E08 - Lianna Patch on Making an Impact by Injecting Humor Into Your Copy
S04 E09 - Joe Workman on Finding Your People and Creating What They Need
S04 E10 - Andrew Askins on Burnout, Pivoting, and Creating a Company People Want to Work For