My mistake was to chase everyone in my category. I serve older athletes in the sport of rowing. But they are not identical; and I couldn't understand why some subscribed and unsubscribed quickly. The solution was to be more focused on MY ideal customer. They're mid-life, have at least 2 years in the sport of rowing; they want to improve their skills. I overlaid this with a map of my competitors. I figured out who was positioned to serve our ideal customer BEFORE they were ready to buy from us and who was serving those AFTER they'd bought from us. For example, people who are beginners are not good customers for our products. And people who are already highly experienced (because they were student athletes earlier in their lives) are not suitable. The people who want lots of individual attention and regular check-ins are also not suitable for us. By finding which businesses were before and after us in the buyer's journey, I was able to set up brand collaborations to enable them to "hand off" customers to us when they'd outgrown and were ready to step onto the next stage.