Niche. Niche. Niche. It’s better than location, location, location.
There’s no surprise to regular readers of this blog that I love great niche businesses. As a regular website reviewer and because it is part of my Sales Rescue Team initiative, we see a lot of super niche sites.
Local EyeSite helps eye care practices, organizations, and universities around the country raise their online awareness, recruit qualified talent year-round, and improve patient care through a unique model of leveraging online communication and a unique, two-way job recruitment process.
Brad McCorkle started Local Eye Site after years as a medical sales representative. He explained, “I formed many relationships with doctors and administrators of eye care practices. It was during this time that I gained an appreciation for the challenges associated with recruiting in a niche industry. Job boards and classifieds ‘open the floodgates’ to too many unwanted and unqualified applicants wasting time and energy. You are left with just a handful of decent candidates when you operate within a specialty such as Ophthalmology or Optometry. You can go to the other extreme and hire a recruiter, but the costs make that route prohibitive as well.”
Here’s what we really like about the concept and niche: Brad realized that the eye care industry was fragmented, and there was no one place where you could get the attention of the different types of professionals working in eye care. Of course, he created it and is making it the premier destination for those professionals. If he’s right, and I believe he is, that these guys suffer from trying to get new recruits, then he’s on a profitable niche path. It makes
sense that as the population ages, there will be increased pressure on providers, and they will have to hire and recruit from a limited pool (given that med school graduations are flat).
The site is well organized and does what few do: Focuses on the customer’s pain. They make it obvious that you can post a job, pro-actively reach out to candidates, and get industry information (they have survey results link right above the fold). Simple stuff, but simple is not always easy, nor elegant. Local Eye Site has spent time to make it both simple and elegant.
If you are an Ophthalmologist, Optometrist, Optician, Technician, Administrator or a Registered Nurse, working in the eye care community, you’ll want to learn more about Local EyeSite.
We’ve sent a separate, private report to Brad with suggestions and ideas for helping him to drive Local EyeSite to greater online sales. Take a look at the Sales Rescue Team for more info. TJ McCue is the founder of the pay-it-forward initiative Sales Rescue Team.