There comes a moment in every entrepreneur’s journey when you realize something needs to change. Your current strategy isn’t delivering the results you hoped for, and the signs are clear: it’s time to pivot.

I know this feeling well. When I first started my coaching practice, I was all over the place. I could coach anyone—entrepreneurs, executives, business owners—and on nearly any topic, from leadership to life coaching. While I eventually narrowed my focus to business coaching for entrepreneurs, my offer was still too broad.

I spent over six months creating a coaching program for entrepreneurs. The first intake had only two signups, and the second time, it completely tanked. I had to pivot: focus on a more specific niche, refine my offer, rebuild my distribution channel, and revisit my revenue model.

That pivot wasn’t easy, but it transformed my business. If you’re an executive woman in tech who’s been working on your business idea for a while and now considering a strategic pivot, this guide will show you how to shift strategies effectively and confidently.

1: Recognize When It’s Time to Pivot

Pivoting doesn’t mean failure; it means growth. But how do you know when it’s time to change direction?

When I first started, my broad approach created several challenges:

• My messaging wasn’t resonating with anyone because it tried to speak to everyone.
• My efforts felt scattered, and I couldn’t pinpoint what was working.
• Customer feedback suggested my offerings weren’t aligning with their needs.

If this sounds familiar, it might be time for a pivot.

Here’s how to recognize the signs:

• Low engagement or sales: Are your current efforts bringing tiny returns (if any)?
• Market feedback: Are customers asking for things you’re not offering?
• Misaligned offerings: Does your product or service feel disconnected from your audience’s needs?

Action Step: 

Conduct an honest assessment of your strategy. Review your metrics, listen to feedback, and identify where your efforts aren’t aligned with your goals.

If you’re unsure where to start, download my 40 Revenue Models Cheat Sheet to evaluate different ways to optimize or pivot your business model.

2: Map Out Your Pivot Strategy

Pivoting isn’t about guessing—it’s about being strategic. When I decided to refocus my coaching practice on executive women in tech, I didn’t just jump in; I took deliberate steps to ensure the pivot was a success.

Here’s what I did:

1. Defined my niche: I realized my ideal audience was executive women in tech who wanted to leave corporate roles to start scalable SaaS businesses.
2. Refined my offer: I tailored my coaching programs specifically to their needs, helping them transition from executives to entrepreneurs.
3. Rebuilt my channels: I focused my marketing efforts on LinkedIn, where my audience was most active.
4. Adjusted my revenue model: I streamlined my services to focus on high-impact, one-on-one coaching and group coaching programs with a strong community component, and then added scalable digital resources.

You can do the same. 

Here’s a step-by-step guide:

• Define your niche: Who do you serve best? Get specific about their pain points, goals, and challenges.
• Refine your offer: Focus on the most valuable solution you can provide for your ideal audience.
• Rebuild your channels: Identify where your audience spends time and focus your marketing there.
• Adjust your revenue model: Use the 40 Revenue Models Cheat Sheet to explore options that align with your new direction.

Action Step: 

Map out your pivot on a business model canvas. This tool will help you visualize how all the pieces—customer segments, value propositions, and revenue streams—fit together.

3: Communicate Your Pivot to Stakeholders

A successful pivot requires clear communication. Whether it’s your clients, team, or community, transparency builds trust and sets the stage for a smooth transition.

When I pivoted to focus on executive women in tech, I had to shift how I communicated my services. My previous messaging targeted a broader audience, but my new direction required me to speak directly to women ready to transition from corporate to entrepreneurship.

Here’s how I approached it:

1. Educated my audience: I shared why I was pivoting and how this change would better serve their needs.
2. Tailored my messaging: I highlighted the unique value my new focus would provide.
3. Trained my team: I ensured anyone working with me understood the pivot and could articulate its benefits clearly.

You can follow a similar process:

• Inform your audience: Use email campaigns, social media posts, or personal outreach to explain your pivot.
• Showcase the benefits: Highlight how your new direction solves your audience’s problems more effectively.
• Involve your team: If you have a team (or even just a VA), make sure they’re aligned with the new strategy and messaging.

Action Step: 

Draft an email or social media post announcing your pivot. Be transparent about why you’re making the change and how it will benefit your audience.

The Power of Strategic Pivots

My pivot wasn’t just a change in direction; it was a transformation. By focusing on a specific niche and refining my strategy, I built a thriving coaching business that aligns with my passion and expertise.

The results were clear:

• My messaging resonated deeply with my audience, leading to higher engagement.
• My programs were tailored to solve specific problems, resulting in more satisfied clients.
• I gained clarity on where to invest my time and resources, making my efforts more impactful.

I’ve seen similar transformations with the entrepreneurs I coach. Whether they’re pivoting their niche, offer, or revenue model, the key is always the same: a clear, focused strategy.

Conclusion: Embrace the Pivot

Pivoting isn’t about starting over; it’s about evolving. It’s about recognizing what isn’t working, doubling down on what is, and having the courage to make a change.

If you’re considering a pivot, remember: clarity and focus are your greatest tools. Define your niche, refine your offer, and communicate your strategy clearly.

Your next move could be the one that transforms your business. Are you ready to pivot?