Not long ago I received a solicitation of help in launching a new service. Apparently, this entrepreneur wanted to broaden his offering:

I have a very successful real estate coaching company (please contact me for URL). We only coach the top agents in North America. I am about to launch the second phase of the company to the rest of the agents and have a clear vision of what it looks like but need someone that can put it together for me into a business plan.

This new service appears to be for the underperforming professional - alongside the service for the top performer. How would you like to be the one that tells the applicant "We're sorry, you really don't qualify for this program, why don't you register for our underperforming workshop, it's better suited for you."

There's obviously a lot of missing information here however, a point to make is not to mix brands. If you're known for servicing the best, don't confuse things with serving the "less than best."

Don't service BMW and Yugo cars in the same Garage.

Q: What do you call a Yugo with dual exhausts?
A: A wheelbarrow