{"id":1153,"date":"2022-09-28T10:20:56","date_gmt":"2022-09-27T21:20:56","guid":{"rendered":"https:\/\/marketingwebsite.afirmo.com\/nz\/?p=1153"},"modified":"2023-05-23T07:14:39","modified_gmt":"2023-05-22T19:14:39","slug":"defining-your-freelance-service-and-target-audience","status":"publish","type":"post","link":"https:\/\/www.afirmo.com\/nz\/resources\/defining-your-freelance-service-and-target-audience\/","title":{"rendered":"Defining your freelance service and target audience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It\u2019s important to stick with what you\u2019re good at and not be tempted into something that won\u2019t give you a reputation for excellence. If you do see future opportunities you\u2019d like to pursue when you have the skills and experience, make a note of them and look for the training you\u2019ll need at a later date.<\/span><\/p>\n<h2><b>Think about the four requirements for a successful freelance service<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">These criteria provide a quick check that your proposed freelance offering makes sense. It should be something that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customers will pay you for your services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You\u00a0 have expertise\/talent in the services you are offering<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You enjoy doing it<\/span><\/li>\n<\/ul>\n<h2><b>Write a pitch \u2013 long, short and elevator\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Start with the problems customers have. This shows you understand their situation. Explain the benefit your freelance service provides, how it solves problems for them and finally, justify that benefit by describing the features of your service offering. These features can include what you do, how you do it and why you can do it really well.<\/span><\/p>\n<h3><b>Pitch example: Freelance employee communications specialist<\/b><\/h3>\n<p><b>LONG PITCH<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When medium-to-large organisations run major change projects, well planned and executed employee communications are essential for success. But in-house communications teams can quickly become overwhelmed because there\u2019s no let-up in the demand for business-as-usual communications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hiring a freelance employee communications specialist to work alongside your communications, management and project teams provides a resource you can adjust to meet demand, without the overheads of hiring a permanent employee. It can also introduce fresh ideas and potential learning opportunities for your people. Having established a relationship with a trusted freelancer, you have on-call cover for future projects or when in-house employee communications people take extended leave.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I have 10 years experience in planning, executing and evaluating change communications in large public and private sector organisations. Projects I\u2019ve supported include restructures, major process changes and the introduction of new IT systems. I adapt quickly to organisations\u2019 cultures and systems, working collaboratively within those environments rather than seeking to impose my own.<\/span><\/p>\n<p><b>SHORT PITCH<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Major projects in medium-to-large organisations significantly increase the workload for employee communications teams. Hiring a freelance specialist allows you to match the demand required for project success, without the overheads of hiring extra permanent staff. I have 10 years experience in planning, executing and evaluating change communications for a wide range of projects from restructures to new IT systems.<\/span><\/p>\n<p><b>ELEVATOR PITCH<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I provide a freelance service to boost employee communications capability during major change projects in large organisations. I\u2019ve been doing this for more than 10 years now and I love the difference it makes for everyone involved.<\/span><\/p>\n<div class=\"ebook-banner-link\">\n\t<a href=\"#download-ebook\" class=\"fusion-button button-default button-large\">Download the full freelancing guide<\/a>\n<\/div>\n<h2><b>Define your target audiences<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">This is where you focus on who needs your freelance services and will be willing to pay for them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your market is consumers, you can create customer personas to represent your main audience groups. Personas are fictional characters that you describe in detail. For example, if you plan to become a freelance personal trainer for new mums, a customer persona might read like this.<\/span><\/p>\n<h3><b>Persona example: Claudia \u2013 fitness-focussed new mum<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Claudia is 28 and a successful social media specialist with a large marketing company. She and her partner Simon own a small apartment in the inner city, thanks to some help from parents. They love the great outdoors and have always enjoyed weekend hikes and cycle trails. They also strive to minimise their carbon foot-print and reduce waste wherever they can. Both are focused on building their careers, which has meant long working hours. Claudia loves to power-up for the day with an early workout at the gym, but this has gone on the back-burner since their new baby arrived. She needs a way to stay in shape that\u2019s flexible enough to fit in with her role as a new mum. It would also be great to have someone to talk to more often about whatever\u2019s on her mind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your target customers are businesses then your definition should include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The type of business or industry they\u2019re in<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many employees they have<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Their annual turnover<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why they would need your freelance service \u2013 the problems you solve<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What positions within the organisation would want to hire you<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who would ultimately make the decision to hire you and approve the budget<\/span><\/li>\n<\/ul>\n<h2><b>Define the opportunity<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Having clearly described your freelance service and target audience, you can now define the opportunity. This involves research to quantify things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many potential customers exist within your target geographical region\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How often they need services such as yours<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How long they would typically hire you for<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The potential for repeat business, if any<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many competitor freelancers or businesses are operating in the same market<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your main points of difference that will make your offer more attractive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Potential threats to your freelance business, such as how easily a competitor can copy what you offer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market or industry trends that have the potential to increase or reduce demand for your services<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With your service audience and opportunity defined in detail, your next step is to decide on pricing. This includes how much you\u2019ll charge, pricing options you\u2019ll offer and customer payment options.<\/span><\/p>\n<h2>Your Guide to becoming a freelancer chapters<\/h2>\n<ul>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/market-research-and-validating-your-freelance-idea\/\">Chapter 1- Market research and validating your freelance idea<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/defining-your-freelance-service-and-target-audience\/\">Chapter 2 &#8211; Defining your freelance service and target audience<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-to-price-your-freelance-services\/\">Chapter 3 &#8211; How to price your freelance services<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/chapter-4-how-to-write-a-freelance-business-plan\/\">Chapter 4 &#8211; How to write a freelance business plan<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/chapter-5-building-your-business-portfolio\/\">Chapter 5 \u2013 Building your business portfolio<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/building-online-presence-and-marketing\/\">Chapter 6 \u2013 Online presence and marketing<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-to-manage-your-time-as-a-freelancer\/\">Chapter 7 &#8211; How to manage your time as a freelancer<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/managing-your-finances-as-a-freelancer\/\">Chapter 8 &#8211; Managing your finances as a freelancer<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/chapter-9-how-to-choose-the-best-insurance-for-freelancing\/\">Chapter 9 \u2013 How to choose the best insurance for freelancing<\/a><\/li>\n<\/ul>\n<h2>Learn More<\/h2>\n<ul>\n<li>See our guide to <a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/an-introduction-to-email-marketing-for-a-small-business\/\">email marketing for your small business\u00a0<\/a><\/li>\n<li>Should I <a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/should-i-buy-an-email-marketing-list-for-my-small-business-and-what-to-do-instead\/\">buy an email marketing list?<\/a><\/li>\n<li>See our guide to <a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-do-i-choose-and-register-a-business-name-in-nz\/\">registering a business name<\/a><\/li>\n<li>See our guide to <a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-to-create-a-website-for-your-small-business\/\">creating a website\u00a0<\/a><\/li>\n<li>See our guide to <a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-to-create-a-successful-blog-for-your-business\/\">setting up a blog for your small business<\/a><\/li>\n<li><a href=\"https:\/\/www.afirmo.com\/nz\/our-tools\/marketing-toolkit\/\">Create a logo, register a domain name and build a website with our Marketing Toolkit<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/sole-trader-nz\/\">Registering as a sole trader\u00a0 in New Zealand<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/company-registration\/\">Registering a company in New Zealand\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/business-registration-number-nzbn\/\">Getting a business number in New Zealand\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/how-to-start-your-own-business-getting-the-basics-right\/\">Setting up a business and getting the basics right<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s important to stick with what you\u2019re good at and<\/p>\n","protected":false},"author":3,"featured_media":1853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-1153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-starting-a-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Defining your freelance service and target audience | Afirmo NZ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketingwebsite.afirmo.com\/nz\/resources\/defining-your-freelance-service-and-target-audience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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