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How to find your 6 figure NursePreneur Niche - The SCRUB Framework

Episode 208 • 19th March 2025 • NursePreneur Academy • Liam Caswell

00:00 Hello aspiring nursepreneurs, let's talk all things niches, or if you're American, niche. I'm going to be using the word niche today.

00:09 So let's talk about how we identify and find your six-figure niche as a nursepreneur. This is a key component of nursing your niche, a whole module in the Nursepreneur Academy, and I'm teaching you today from that to share with you what it's like.

00:24 Like to work in that container, and for us to establish and identify how you can monetize the skills you've already got and find a niche that's willing to pay for them.

00:34 Finding your niche is one of the most challenging things when you try to DIY it and do it yourself. And the reason why is because we're so well intentioned as healthcare professionals, and we want to help everybody.

00:46 And hopefully you're going to see that without clout, already in focus, helping everyone as a niche is not a sustainable or viable pro, uh, viable path.

00:54 So my friend, let's talk about what we are going to, so let's talk about what a niche is, why you need it, the risks of not niching down, the three niche buckets and different types of business models that fit into them.

01:09 And then we're going to talk about the Nursepreneur Academy specifically. So, my friend, what is a niche?

01:25 A niche is a specific area of expertise that solves a pressing problem for a particular group of people. It's the foundation, the penultimate Foundation.

01:36 Thank you. of a sustainable, purposeful, and profitable business. A niche is not just something you're passionate about or something that you're interested in.

01:46 It must have these three ingredients. It must be profitable, i.e. people are willing to exchange money for your solution, purposeful, it must align with your skills and passion because if it feels shit to run, you're not going to enjoy it, and it must also be scalable.

02:03 In this day and age of AI and all of the evolutions of technology and so on and so forth, we have to know and see that your niche and the offer you create within that niche has room for long-term sustainable income and impact growth.

02:18 So, your niche is ultimately your unique flavour and place within the market where you're becoming the go-to expert for solving a high-value problem that people will pay for.

02:30 And by honing in as an expert, the expert that you are might I add, and solving a problem for a specific category or sub-population of your niche, it's going to help you stand out in a crowded market.

02:46 Have you ever stopped to think that I was a nurse career coach? And when I think about that, I think it's hilarious that I was able to have the success that I had, because there are thousands of career coaches out there.

02:57 Uh, what made me any different? Well, what made me different was that I really honed in on the niche. I niched down hard. I didn't just help nurses.

03:08 I focused in on graduate nurses who by third year are looking to apply, interview, and land their dream graduate nursing position without all the stress, the overwhelm, and the drama.

03:17 So you can see there, if I was just like, I help nurses apply and interview and land their dream job.

03:21 That's still a niche, but it's not a hyper-scalable, purposeful, and profitable niche because we've got to double down and lock it in.

03:30 So I was able to then stand out in a crowded market. What that did was it solved a specific problem for a woman.

03:37 A well-defined audience. Graduate nurses in Australia struggle to land jobs, and so I knew how to do that, I had sat on the panels, so I leveraged my skills, my passions, my interests, and I solved their specific problem and became the go-to expert for that niche.

03:54 It allowed me to build authority and trust in the field. The other day, I got a message from somebody that lives in Canberra, she said she was at the GCSE.

04:01 And she knows me, and she just happened to say to the nurse, Do you know Liam Caswell? And the nurse was like, Oh, the high-performance nurse coach that helps graduate nurses apply to interview and land dream jobs?

04:11 She knew who I was. She had not used my service, but she knew who I was because I'd built authority and trust by niching down.

04:19 And it allowed me to create a profitable and scalable offering. Because I locked it in, because I had a niche down, and I was able to scale that offering to over six figures all through email marketing.

04:32 So that is the power of a niche. And what most nursepreneurs don't understand, or they struggle with when they first become a nursepreneur, they get their IV certification, cosmetic nursing, or maybe they've just done a life coaching certification, NLP, Reiki, you name it, they come into their business

04:49 and they're and they are well-intentioned and they want to help all the people. But the problem with that is you're gonna come up against a lot of resistance, people are not going to know what you do, and they're not going to want to buy from you because they're going to be confused more than they are

05:01 clear. So having a well-defined niche in your business is going to help you to not struggle with unclear messaging. It's not going to confuse potential buyers.

05:13 It's going to help them see why you are the perfect person for them when you lock it in and you've got your niche.

05:21 Without a niche, your business will waste time marketing to people who aren't a right fit. Think about it. If you don't know who you're talking to, the algorithm doesn't know who you're talking to.

05:31 And it's going to send people your way. Those people are going to be well-intentioned. They might jump on a sales call with you or they might send it might take up some time in your calendar, and then you've wasted 40 minutes, 45 minutes with someone who was never a good fit for your offer.

05:44 Not having a niche is going to help, is going to hinder you, not help you, it's going to hinder you in standing out in a crowded industry.

05:52 The only reason I was able to succeed was because I niched in. And here's the kicker, and I made this mistake so many times, when you don't niche in, you don't double enough, and you don't double down on a specific subsection of your population, it's going to feel so overwhelming.

06:09 Because you're going to have too many different people that you need to talk to, i.e. different variations of your client, and there's so many different offers and nuances, that you will end up with multiple offers, multiple different client avatars, and each post will be speaking to a different person

up my first career academy in: 2023

06:36 So, RNs that are looking to pivot change career now, there are lots of them out there, and also grads who are looking to apply, interview, and land their dream first graduate role.

06:45 Now, I put that out into the world, I attracted lots of people, I sent lots of like, over a thousand people through my email funnel for the graduate space, and I had about 65 people join me, and, you know, I made a lot of impact, income in that space, and that was really easy, because my content was

07:02 speaking to those people. On the other side, I had an email funnel, and I had all of the things in place, similar to the grad space, for the non-grads, and guess how many people bought through that funnel?

07:13 now. No one. Why? Because there was not, uh, there was no, there was no connection between my Instagram profile, the content I was putting out, and everything I was talking about in the podcast, with helping non-graduate nurses.

07:29 Everything I spoke about was about grads. So, of course, they thought, he's not the nurse for me, he's not the nurse coach for me.

07:34 Could I have helped them? Absolutely. But it was hindering my business, and it was distracting me. So that is the power of niching down, and then sub-niching down, specifically, to a level that you feel is ridiculous, but it's going to help you scale your business.

07:49 And when we do this, we're going to get clearer marketing, clearer messaging. You're going to have better, high-quality leads and clients who are ready to say yes.

07:57 You're going to build your confidence, because people are going to want what you have to offer. Imagine that! And you're going to be able to command a higher price point, because you're directly solving a specific problem for people that you know are going to pay for it.

08:11 It's going to give you so much more ease, and flow, and focus in your business, okay? So, when we narrow it down, we are going to build a better six-figure niche within our world.

08:23 And the risks of not niching down for a nurse entrepreneurs, especially early nurse entrepreneurs, is that you are going to try to serve and sell to everyone, and it's going to lead to weak positioning, and people don't want to work with generalists.

08:36 They want to work with specialists. It's not going to align with your passion or your expertise, because you're going to have lack of motivation, because you are busting your ass trying to speak to three different subsections of your population.

08:49 If you do choose a niche with no demand, i.e. there's no one willing to pay for it, then I don't need to tell you this, but it makes your business unsustainable. When you don't niche down, or you don't even think about it, you're skipping a really key part, which is co-creating, co-validating your offer,

09:07 which is going to lead to costly assumptions that you're going to be telling And they're not flocking because you created it, and no one wants that, and so many of you get so stuck on the fear of narrowing down, you really, really, really get caught up in, but what if, like, I could serve somebody at

09:26 this price point in a different subsection of my niche, what if I could serve graduate nurses and RNs, well the thing is, you could, but you are a new graduate nursepreneur, and it would be like saying to a new graduate nurse, you're going to be working in your new graduate year at full time, and we're

09:44 also going to put you on a transition specialty in ICU, like, you're trying to do two different things at the same time, and you don't have the skill set for either, so we want to hone it in, niche it down, manage our mind around the fear of niching down, and design a niche that is profitable, purposeful

10:02 , and scalable. So when we're picking our niches, we want to fall into one of these core three buckets, right, we've got health, wealth, and relationships.

10:13 So health is all about what can you solve physically for people, mentally, or what emotional well-being challenges can you help them navigate.

10:22 Two is wealth, so maybe you help people improve their careers, maybe you help them manage their money, maybe help them overcome debt, maybe you help them achieve business success.

10:32 And then the third one is strengthening relationships. So how can you help and support people in strengthening personal or professional connections in their world within your niche.

10:43 And some key examples of this that come to mind are things like, you know, we have Beth from Autonomic Nurse.

10:51 Beth from Autonomic Nurse kind of plays in a couple of these different buckets, right. She's predominantly about wealth and helping nurses get non-clinical, non-bedside roles that are lower stress and lower, uh, lower impact, but still have the pay and the growth.

11:07 So that ties into wealth and health, but also you could argue that she's tapping into relationships, right, because not only is not only do they strengthen their own relationship with themselves, but maybe a strategic by-product of her niche, working with her, is that they have better relationships with

11:23 their career, with their loved ones, with their family, with their friends. Another one is, uhm, Juma Alden. I hope I said his name correctly.

11:32 I follow him online. He is an Instagram, uh, coach. His niche is working with, I think, health and healthcare professionals or nurses, uhm, helping them, uh, manage and better, create better social media content, so that they can sell more.

11:49 And he's done it all through the lens of nursing and healthcare. Everything that he's touched has this flavour of nursing and healthcare. So, his falls into wealth, because he's helping people create better content, be more strategic.

12:02 Infuse their brand voice into it, and also make more sales, which will inevitably help their health. And also will help improve their relationship with their business, right?

12:13 Then we have, let's say, my nursepreneur client, Amy, who's an IV, uh, hydration nurse. And she runs IV hydration, and she's a breathwork facilitator.

12:22 Now, Amy is, we're working on her niche at the moment, but she's a kind of dabbling, again, in all of these buckets.

12:28 But, predominantly, she's working in health. So, she's delivering IV hydration, but she's also helping people take control over their own health and well-being, and their relationships with themselves, and a strategic byproduct of that is probably that they would end up potentially making more money,

12:44 or just enjoying their career more, so they would become more wealthy, maybe more likely to go for promotions. So, you can see here that, the buckets are just guidelines, and that all of them will interplay into a profitable, purposeful niche that's, that's impactful, and that's what we really want.

13:00 Now, in the Nursepreneur Academy, I help people improve their career by stepping back from nursing, building an online business, and that's gonna help them improve their wealth, they're gonna be able to take better control over their health and well-being, because of course, I have never been fitter

13:16 as a nurse, uhm, in my life, because I now have the time available to me to be able to manage my well-being and look after myself.

13:23 And then not only that, I'm just a nicer human all round, because I'm no longer stressed out by the nursing system.

13:29 So, my relationships have improved, and my relationship with myself has also improved, because I'm no longer doing something that I hate doing.

13:37 I absolutely love what I do today. So, you can see here the three niche buckets are going to help us identify whether or not this is a potential viable option.

13:47 And then we want to go to the market, and we want to co-create with our audience. And we want to make, uhm, we want to make sure that we have what I call a painkiller niche, that we identify a painkiller niche.

14:01 It solves are real. real problem for people, okay? So, for example, a painkiller niche is helping graduate nurses apply, interview, and land their dream graduate nursing job.

14:11 That's not a painkiller niche for every graduate nurse, but for the people that I wanted to serve, international nurses, nurses that spoke a second language, or nurses that really wanted their dream graduate nursing role, that was a painkiller solution.

14:24 They had a pain point, I created a solution for them, and it was beautiful business synergy. They got the results, I was able to impact them and generate income, okay?

14:34 Now, what too many people do is they create a vitamin niche, right, or a vitamin, as you might call it in America.

14:39 They create a vitamin niche. It's a nice to have, but it's not essential. I actually took a vitamin yesterday for the first time in about three weeks.

14:48 I don't need them. You don't need them every single day. Some of you will argue that you do, but you don't.

14:53 So, therefore, we've got to make sure that when we land on that niche, that people are going to pay for the pain relief that your solution provides, not just for minor improvements in how they feel and how their health, wealth, and relationships.

15:13 So in the Narasimhanur Academy what we talk about is the Narasimhanur Pathway Approach. So, in the Narasimhanur Academy, what we actually talk about is making sure that we discover your genius by scrubbing and nursing your niche and then we are going to identify and explore the market demand and validation

15:32 , and then we want to align your niche offering with your nervous system to see if it feels right and if like it's aligned for sustainable business success.

15:42 Now, in amongst all of this, whilst it all sounds pretty logical, your brain is going to create so much drama around identifying a niche.

15:51 I don't know how to specialize. I don't know enough. I'm not an expert in anything. What if I pick the wrong niche?

15:57 I don't want to turn people away. I want to help everybody. What if no one buys from me when I niche down?

16:01 Your brain is going to give you all of this drama because this is new. It's not because you're incapable. So, keep that at the forefront of your mind and make sure that we're in a regulated space where we're thinking about our profitable, purposeful niche.

16:14 Now, I created the Scrub Framework, which are the key steps to identifying your niche. And I'm going to talk about them at a high level, but if you want to learn more about them, you're going to come join us in the Nursepreneur Academy.

16:26 So this. Scrub Your Niche Framework is my intellectual property, having helped multiple nurses go through this and having used this myself.

16:34 So, when we're thinking about your niche, we want to think about the buckets, and we want to think about, uhm, what is needed out there in the world.

16:41 But also, we want to look at what skills have you already mastered, where are you at mastery level in your life, and what are your core strengths and skills.

16:52 What is something that you could teach that you're one, two, three steps ahead of other people for, that you could monetize?

16:58 So, we start off with skills. Then we want to look at confidence. What are you confident that you could teach, educate, empower, share for other people to pursue? What is it that you could show up relentlessly, consistently, to deliver to results ahead of time for your people?

17:17 What are you confident about? Results. What results have you already achieved? There's a past version of you that needed to achieve something.

17:25 You've gone ahead and done that. So, go and meet your past version of yourself. Have a look at the results you've created along the way.

17:32 How could you help other people create the same results? And I'm not just talking about professionally. I'm talking about personally, too.

17:39 There are no rules here. What unmet needs did you come along, what unmet needs did you come across on the way to your goals and to your dreams?

17:49 What makes you think other people aren't going through those unmet needs as well? What unmet needs do you see within the system when you start doing your market research?

17:56 And finally, it's all about belief. You need to have belief that you're marking. Finally, we need to have belief.

18:07 Can you commit to this niche long-term? Can you build belief within yourself that you are the go-to or you can create a brand where you become the go-to expert in this area and that you believe that you can really help people transform their lives in this space?

18:21 That is my Scrub framework and we dive deep into this. In fact, we spend a couple of weeks really honing in.

18:27 I'm working on the niche and there's lots of ideation. So the perfect niche does exist for you and it's usually found in doing a lot of internal self-reflection and looking at how far you've come and what you've experienced to this point in time.

18:41 Your niche should align with your passion and your skills in a way that excites you, market demand that people will pay for, and you know it.

18:51 You've got to make sure that when you think about serving people within this niche for the next 12 months, that it's not got you in a state of fight or flight, that you feel a little excited, that you feel calm, cool, collected, like motivated, driven to be the leader in this space.

19:07 So my friend, we've covered a lot about how to find your six-figure niche and the honest answer and the truth of the matter is, all niches can be managed.

19:15 I have seen some crazy-ass niches out there that I thought to myself, are you kidding me, how the hell did this work?

19:25 But why they worked is because they doubled down and they niched down and they gave them permission, they gave themselves permission to focus and to be really clear and not dabble in multiple different subsections of their niche so that they could create one huge niche.

19:39 Incredible signature offer. So if you want to learn more about niching and you want to work with me to build out your niche and to explore make sure you get it right and you get So if you want to build out your nursepreneur niche with me and So if you want to build out and so if you want to know and

19:58 learn how to build out your nursepreneur niche with me I'd love you to join our nursepreneur waitlist so that you're invited the next time that we open You can go to the show notes and join there and otherwise have fun exploring your niche and come and tell me on Instagram at nursepreneur Academy What

20:11 did you learn from this episode? What niche ideas do you have and maybe just maybe I'll send you some tips and tricks through the voicemail Maybe just maybe I'll send you some voice notes to get to and maybe just maybe I'll send you some voice notes to help you and Maybe just maybe I'll send you some

20:26 voice notes to get to guide you in the right direction

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