What kind of solopreneur are you?
Your clients’ view of the problem changes everything about how you should communicate your value.
Here’s the thing: having a passion for change and a commitment to impact is powerful, but it’s not enough. If your clients don’t understand why your work matters, your message gets lost in noise. And that’s a shame because your work does matter.
If you’re here to make real change, clarity and connection are everything. At IMMA Collective, we’re all about helping solopreneurs like you connect with clients who align with their values. The key? Understanding how your clients relate to the problems you solve. Nail this, and you’re on your way to building a profitable, impactful business. Miss it, and even the best ideas can struggle to take off.
Today, let’s explore three types of product-market fit and how to tailor your communication. These insights are adapted from Sequoia Capital’s *The Arc Product-Market Fit Framework.* While your work may not fit neatly into just one category, this framework can clarify how clients see the problem—and your solution.
1. Hair on Fire: urgent needs, immediate impact
If this sounds like you: Your clients have urgent problems they can’t ignore. Whether it’s marketing, sales, or operational inefficiencies, they know they need help to grow or save money. For them, hiring you isn’t a luxury; it’s a necessary investment to reach the next level.
Examples from the IMMA Collective: Our marketing and sales consultants fit this model. They’re focused on tangible results—more reach, better engagement, higher revenue. Their clients are actively searching for solutions, comparing options, and need someone who can deliver impact now.
Ideas for you:
Show your numbers: Skip the fluff and give them the metrics. Don’t say, “I improve engagement.” Say, “I helped [Client] increase engagement by 40% in 3 months.” Specific numbers build trust and get attention.
Make it easy and make it different: In a crowded field, being fast isn’t enough; it’s about delivering an experience others don’t. Maybe you’re the most responsive, the most personalised, or the only one with a simplified, step-by-step process. Highlight what makes your approach feel distinct—fast and memorable wins the day.
Share proof that speaks to urgency: Use testimonials that reassure. Highlight stories of clients who needed results—and got them. When they see real-world success, they’ll trust you can do the same for them.
2. Hard Fact: Shifting perspectives and changing habits
If you’re in this group: You’re challenging the status quo, guiding clients to rethink their habits and reframe what they consider “normal.” For them, your work doesn’t feel urgent—it feels unfamiliar. The biggest hurdle isn’t proving your impact; it’s convincing them to make a change they didn’t even know they needed.
Examples from IMMA Collective: Think Joshua or Tricia, designers and researchers who encourage teams to do deep customer research before jumping into solutions, ensuring they build the right thing before they build it right. Or Camille, a consultant who helps nonprofits close with intention, preserving valuable insights rather than losing them.
Even IMMA Collectives falls into this archetype. We help solopreneurs realize that investing in guidance isn’t a cost—it’s a shortcut. You learn how to find clients faster, saving yourself countless hours of trial and error. Time is the one thing you can’t get back, but we often hold on to money like it’s more important. What if it isn’t?
Ideas for you:
Make the abstract concrete: Use relatable examples to show the hidden cost of “business as usual.” For instance, “Think about that time a project missed the mark. Now imagine if 10% of the budget had gone to research instead of course-correcting mid-project.”
Offer a low-risk first step: Create an introductory offer that lets clients try your approach without a major commitment, like a workshop, audit, or free consultation. This gives them an easy way to experience you and explore the benefits.
Teach the value of a new perspective: Use storytelling and case studies to highlight the symptoms and the transformation your approach creates. Share comparisons like “Client A vs. Client B” or “before and after” examples to illustrate the difference a shift in perspective can make. Show clients how changing perspectives saves time, resources, and stress in the long run—even if the payoff isn’t immediate.
3. Future Vision: Imagining new possibilities
If this resonates: Your work isn’t about today’s needs; it’s about creating tomorrow’s possibilities. Your clients aren’t yet focused on the problem you’re solving; in fact, they may not even realize it’s a problem. You’re inviting them to imagine a radically different future, which requires a high level of trust.
Examples from IMMA Collective: Eliza uses a “Protopian” lens to help leaders embrace heart-centered ways of working, while Tess pioneers fluid leadership models and uncomfortable conversations to foster deeper connections. These visions are compelling, but they also require clients to step outside their comfort zones.
Ideas for you:
Paint a vivid picture of the future: Make complex ideas accessible. Use language, visuals, and metaphors to make your vision feel real and achievable. Show clients what’s possible, helping them believe in it.
Create a “mini-vision” offer: Speaking engagements or a published piece can also inspire others with your vision. Give clients a small way to experience the future you envision, like a talk, workshop or booklet.
Lean on early adopters: Start with pioneers and visionaries. It’s easier to convince them than the more cautious adopters, and once you have your first testimonials and examples, you can show how your impact. People are more open to change when they can see others benefiting from it.
Finding your fit
Knowing which path you’re on will shape how you communicate and what you offer. To truly connect with clients, it’s essential to understand how they relate to the problem you solve:
Is it urgent?
Does it challenge their usual approach?
Or does it open a door to something entirely new?
Finding product-market fit takes time. Most startups need 18 months to hit their stride, and for solopreneurs, it can take even longer without a clear framework to identify who needs you and why.
But when you clarify where you fit, clients will find you more easily, and your services will align more closely with what they’re seeking. The payoff? Clarity for you, connection with your clients, and a business model built to thrive.
If you’re ready to fast-track this journey, Seed was created for solopreneurs like you. It’s a guided path to help you pinpoint your product-market fit and start connecting with aligned clients faster. Because the sooner you get clarity, the sooner you can focus on making a difference.
Interesting opportunities for you
We save our members hours by handpicking the best freelance opportunities from 150+ job boards. Here’s a selection of 10.
🧑💻Invitation to Tender: Secretariat services for the Financial Inclusion Commission (FIC)
💰£3,500-4,500 per month
🤝RFP/Tender
🗓️December 2, 2024
🧑💻Invitation to Tender for the evaluation of Project Dewi - Co-production Network For Wales
💰£10,000
🤝RFP/Tender
🗓️December 16, 2024
🧑💻Freelance Fundraiser - ClimateCatalyst.org
📍Remote
💰$250-$400 per day
🤝Contract
🗓️November 29, 2024
🧑💻Engagement and Administrative Coordinator - Opportunity Collaboration
📍Remote
💰$2800/month
🤝Part-time
🗓️November 24, 2024
🧑💻Evaluation Specialist- Resonance
📍Remote
💰$200 - $500 per day
🧑💻Decolonial feminist organisational development and facilitation- Oxfam
📍Remote
🗓️November 29, 2024
🧑💻 Case Study Writer - Over the top
📍Remote
🧑💻 Web Designer - Creative Circle
📍Remote
💰$44 - $55 /hr
🧑💻 Brand Art Direction & Deck Design - Perform Search
📍Remote
🧑💻 Freelance policy and researcher
Behind the scenes at IMMA
Inside our Nurture membership, we’re running two experiments that bring us so much joy: small groups with shared goals, co-creating pipelines, and supporting each other to build impactful LinkedIn presences.
If you’re a LinkedIn expert or ghostwriter specializing in climate and impact—with a deep understanding of systemic issues—reply to this email.
This week, we hosted a Pricing for Independents session. Missed it? Watch the recording here.
Next week, we’re hosting another Explore IMMA session—a free workshop to help you reflect on where you are, where you’re headed, and what’s holding you back. Join us!
We’re also planning a Solstice event with some wholesome rituals. What are your rituals for that day? Share them in the comments!
Thanks for reading,
Take care,
Lilli
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If you want to work for yourself but not by yourself, consider joining IMMA Collective.
Loved this. Definitely tackling a Hard Fact with Mortals...