Niche Down, Level Up: Lessons from Hedgehog Marketing’s Journey to a Smarter Business Model

Building a business isn’t about rushing to get bigger as quickly as possible. Sometimes, the best way to grow is to slow down, focus, and get really clear on what you do best. That’s exactly what Josh Berg learned while building Hedgehog Marketing — a marketing business that’s taken a less typical but more sustainable road to success.

Josh started out running a creative agency with his sister. They were young, hungry, and their agency quickly grew to 11 staff by the time they were both just 25. But with that fast growth came a huge amount of pressure. Late nights, firefighting, and trying to keep everything running—sometimes without the right systems in place. It was a steep learning curve.

One of the biggest lessons Josh shares is that growing a business isn’t just about headcount or chasing every new client. It’s about being stable and having a clear offer that works—not chasing shiny new things or trying to do everything for everyone.

That’s where Hedgehog’s “done with you” approach comes in. Instead of being a traditional agency that does all the work for clients, Josh’s team coaches, trains, and supports business owners to run their own marketing. It’s a shift from managing everything for clients to empowering them to take control. This change meant the business became less about endless firefighting and more about building long-term value.

The journey to this point wasn’t straightforward. Josh talks about the tough decision to narrow down their services and find a niche. It was scary admitting they couldn’t be all things to all people. But by focusing on offering specific support and training that fits many businesses, they created a productised service – something clients could easily understand and buy without the usual back-and-forth pitches.

Another key part of their evolution is using technology smartly. Josh embraces AI and automation to handle repetitive tasks that used to take up far too much time. This lets his small team focus on what really matters: helping clients make sense of their marketing and take action that makes a difference.

Josh’s story is full of practical takeaways for any small business owner or entrepreneur trying to get a grip on their marketing. He warns against trying to grow too fast without the right foundation in place and stresses how important it is for founders to be financially stable. After all, it’s tough to run a business well if you’re constantly worrying about your own income.

He also shares a fun but clever story about how he set up a website with a $1.24 domain to collect Uber Eats referral codes, turning it into thousands of dollars of credit through smart use of Google ads. It’s a reminder that sometimes growth comes from unexpected opportunities and a bit of creative thinking.

So, what can you take from this episode? If your business feels like it’s spinning plates trying to do too much or grow too fast, maybe it’s time to take a step back. Get clear on the one or two things you do really well and build your offer around that. Think about ways you can help your customers help themselves, rather than doing all the work for them.

And don’t overlook the power of tools and tech to speed things up. Automate the boring stuff so you can focus on the parts you enjoy and that bring real value.

Josh’s journey shows that success doesn’t have to mean a massive team or chasing every shiny new strategy. It’s about smart moves, purposeful decisions, and a clear focus. That’s how Hedgehog Marketing found its groove—and it’s a lesson worth paying attention to.

Connect with Josh Berg

Company Website: https://www.hedgehogmarketing.com.au/team-members/josh-berg 
LinkedIn: https://www.linkedin.com/in/joshberg1?originalSubdomain=au

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