Icon Insurance specialises in insurance policies for smaller and growing businesses: cover for the home office, small office-based business insurance, Professional Indemnity cover (including SecurITy for IT professionals) and Lawsuit legal expenses cover. Our products and services are available on-line and/or off-line to businesses and residents of the United Kingdom

Now there won't be a tick in every box, but you can see that you quickly create a new way of looking at your business. At this stage, the only limiting thing is you - because if you can imagine it, you can make it happen.

Which segment to go for?

Some sections will seem more accessible than others. Some have long lead times. Some require gearing up. Some will be more profitable than others.

You want to tackle the segments that yield the best returns, which are most in line with the vision for your business. For example, you might not want to grow. You may be happier writing the book and remaining a small business.

However, the marketing processes for the segments with long lead times need to start at the same time as the immediate-return boxes, so you may have two or three strategies rolling out simultaneously.

There's a simple formula to tell you which segments are likely to be most viable: