# Never justify your business plan, Ever
*Published: 2014-09-08*
*Tags: agency-advice, business-advice, product-work*
*Source: https://chrislema.com/never-justify-business-plan-ever*
---### It started on Twitter...

https://twitter.com/lindseyriel/status/509106608601722880

I was roped into it because I often talk about value-based pricing and people assumed [Lindsey](https://twitter.com/lindseyriel) wasn't doing what I would suggest.

But that, of course, not only caught her off-guard but a bit defensive.

And that's what I want to share with you today.

### You don't need to justify your business plan to anyone.

Well, ok, let me back up a bit. If you're still working from home, under your parent's roof - then maybe you do.

If you've taken other people's money, then maybe you do.

But in just about every *other* case, you don't.

### There's a market segment for everyone

Sure, there are many times when I will say, "Raise your rates" without digging into the specifics of a person's business model. But I almost always start by saying, "If it were me..."

I do that for a reason.

I'm not you. I don't know you. I don't know your market.

And if I don't know your market, how could I seriously attempt to determine which market segment was right for you?

After all, there's a market segment for everyone.

### If you go down market...

The only way to go down market and to compete successfully against others trying to do the same, is to make sure you *do* understand your business plan.

Knowing your target audience, knowing your cost structure, understanding how it scales as customers increase - these are all critical as you establish your WordPress business.

This is the world [Lindsey](https://twitter.com/lindseyriel) and her [company](https://bizbudding.com/product-category/classic-themes/pretty-darn-cute-classic/?utm_source=pdc&utm_medium=website) live in. She's been doing it for a decade and knows her customers.

She also uses the [Genesis framework](https://chrislema.com/genesis), so she likely knows how to keep her costs low.

And that's the trick - you have to keep your costs to a bare minimum if you go down market.

**So here's a list of costs to cut out completely:**

- **Training**: Create a set of videos (or use [WP101](https://chrislema.com/getWP101) stuff) so you never have to train again.
- **Managing Expectations**: Use [automated email campaigns](https://chrislema.com/getdrip) to manage expectations.
- **Design**: If you're using Genesis too, consider [Design Palette Pro](https://chrislema.com/dpp) to let customers change styles (without code)

When you do that, you might be able to compete as a low-priced leader for certain specialties while still making a profit.

But whether you go up market, or down market, whether you move your prices higher or lower, know this:

**You don't ever have to *****justify***** your business plan to anyone. It's your call.**

And if you want some coaching, [hit me up on my contact form.](https://chrislema.com/contact/)