This post is part of a series that will tell you how to create your USP by looking at other real, live ittybiz owners who have done it and kicked ass at it.

Dave Navarro is a launch coach. Specifically, he is MY launch coach. He has made me over a hundred grand, so his name is probably one you should get to know. He’s big.

(He has also done product and business launches for bestselling author Jennifer Louden and Coach for Coaches superstar Andrea J. Lee. Seriously, dude. He’s big.)

Today, we’re going to talk about why Dave is unique and what you can learn from that in your own ittybiz.

He’s not a business coach. He’s a LAUNCH coach.

Everybody and their mother is a business coach these days. (Hint: there’s a lot of money in business coaching if you’re any good at it.) Everybody can tell you how you should manage your time and how you should manage your client relationships and how you should do general business related stuff.

Dave doesn’t do any of that. He does launches. Just launches. If you go to him and say you’re having trouble getting more clents in your dog psychic business, he sends you away. He’s not even tempted. His website is TheLaunchCoach.com, for God’s sake.

What does this mean? It means when you want to launch something, you go to him and him only. When you need to nail your launch, are you gonna trust the dude who does everything or the dude who only does high profile, six figure launches and nothing else? Yeah, I thought so.

Kick ass two-tiered pricing.

There are two ways you can give Dave money. You can have him DO your launch, and take all of the ugly, scary, overwhelming stuff on his own shoulders. This costs a lot of money, but if you have it, you know it’s an investment and not a cost.

Alternatively, you can have him coach you hourly. You can send him a much smaller amount of money and he will tell you what to do so you can do it yourself. You galvanize your own affiliates and you write your own sales copy and you design your own launch brand, but you know you’re doing it right.

(You could also send even less money and buy the book we wrote together, How To Launch The **** Out Of Your Ebook, but that’s another blog post for another day.)

This is a really successful way to make sure people don’t start horribly undercutting you. People are unlikely to look at Dave’s model and say, “Hell, I’ll half the price and offer the same service.” They know that everybody can afford an hour with Dave if they save up for it. Customers know Dave is The Guy and they’d rather get his brain and use their own brawn than get some half ass forgery of Dave. Whether you buy coaching or the whole enchilada, Dave wins.

Take big. Make it small.

Historically, launch assistance has been the purview of the Big and the Rich. Apple wants to launch a new iPhone and they have teams and teams and teams of people doing the concept work and the dirty work and the media liaisons and all that lunacy. The little guy simply couldn’t get access to that.

Dave has turned that on it’s head by offering big business style launch to ittybiz sized businesses. (This is also what I did with marketing. There were a lot of small business marketing coaches, but nobody who was specializing in the market of Some Chick and Her Cat.)

He has given very small businesses an opportunity they never had before and they’re grateful. They are showing their gratitude by sending him large chunks of money. Isn’t that nice? I think that’s nice.

So what can you learn from Dave?

Can you get more specific in what you do? Can you make your niche nichier?

Can you offer another level of service and hit two demographics at once?

Can you take something that was only for one market and offer it to another?