“focusing basically says maybe we build for trucking companies for one to two years and then we expand later into construction the features the content the marketing the channels all the goto Market strategy it's all going to focus on either that one vertical”

Focus on one vertical with a planned expansion sequence, not a permanent niche

'Niching' locks the brand to one vertical forever; 'focusing' picks a starting vertical with a documented expansion path. ConvertKit started with food bloggers, then expanded every 1-2 years to adjacent audiences. Pick a launch vertical that's easy to enter and write down the next two — the second market isn't a pivot, it's the plan.