We’re not sure about YOUR industry, but in the bookkeeping and accounting space, nicheing is a hot topic.
Some people insist there is no other way to run a business.
Others think it is way too limiting.
And the ongoing debate is how to pronounce it… Nich? (American) Neesh? (Canadian)
Prior to joining forces at Luma Accounting, neither Heather or Kim had elected to niche with their previous firms. In fact, nicheing really came into the spotlight only in the past couple of years – prior to that it was more of a “niche” topic (pun intended)… you know, like Reddit before everyone and their mother was on it.
And both Kim and Heather had thoughts of, “but that would mean we say ‘no’ to lots of potential clients!” because it seems terribly counterintuitive to try to grow by saying “no”. But after listening to influencers in the accounting industry like Jason Staats, Geraldine Carter and Brandon Hall, it became clear that the more you know about a group of specific clients, the better service you could provide them. When you work with clients that are similar in industry, phase of business, location, etc., you get to deeply understand the joys and pains of that group and you therefore become much more valuable to them.
You can see patterns of problems across multiple clients. You can come up with solutions to those problems. And then you can apply those solutions across ALL of your clients – not just 1 or 2 clients. You become a true expert that helps all of your clients’ businesses run more smoothly, be more profitable and use more innovation. THIS can help us provide even more financial clarity for business owners.
In short? Nicheing is going to allow Luma to fulfill our mission: BEST. EXPERIENCE. EVER.
And so it was agreed that Luma would niche in….
Construction and Trades!
Why this niche for Luma? The reasons are several:
- 15 years of accounting experience with both construction and trades
- These businesses make or fix tangible things that everyone needs
- AI isn’t going to be able to build your house, fix a broken pipe or add new light fixture (well, anything soon)
- While many of the products in a house may be created offshore, the labor to build the structure or install products in a house will come from local resources
- #TeamLuma feels particular pride when we are able to provide job costing for small business construction and trades firms – without it, the firm owner may have no idea whether they are making money or not
- We know how to take a concept and turn it into a built system. We approach accounting the same way tradespeople approach construction: start with a design, follow the plan, and build something that works in the real world.
So when you’re nicheing in construction and trades, where do you go to find your ideal clients, even when you provide nationwide bookkeeping services?
The Home Building Association of Greater Portland of course!
“But wait! You’re not builders or tradespeople!!”
Very true, but the HBA is smart because they have “builder members” AND “associate members” (businesses that support the builders and trades)! Luma became an official associate member of the HBA in January 2025 and immediately also joined the Professional Women in Building (PWB) council because could there be a better fit for a Portland Oregon accounting firm with an all-woman team??
In 2025, we have attended (or will attend):
- PWB holiday party + ornament making
- Portland Spring Home+Garden Show
- Street of Dreams home tour
- Street of Dreams Block Party
- PWB Happy Hour at the Street of Dreams
- Multiple monthly happy hours at fabulous supplier showrooms
- PWB Retreat in Hood River
We knew nicheing would be great for us in many ways, but who knew it would be so much fun!
Specializing in bookkeeping, accounting, and job costing for construction and trades businesses, Luma Accounting is based in Portland, Oregon, and serves small businesses nationwide. Fill out our Getting Started form to begin today!
