href="#ulink_eff8800d-3489-5659-9ad6-0b526be7f6e9">page 25.)
3
STEP 5: Marketing and Sales Plan
Accomplishments
In this step you’ll:
Specify the geographic location and reach of your target market area
Describe the demographic characteristics of your customers
Explain customer motivations and needs
Determine the size of your market
Pulling it all together: Target Market
Time-Saving Tools
You’ll complete this section more quickly if you have any of the following handy:
Maps of your target market area if you have a brick-and-mortar business
Customer surveys
Market research reports
Industry research indicating market trends
Books, magazines, and other media geared toward your target market
Census data showing customer demographics
Step
Target Market
Your success rides on your ability to meet the needs and desires of your customers. In Step 3, identify these customers—not the specific people or businesses, but the types of customers you expect to serve. This is your target market.
Your goal is to assure readers of your Business Plan that:
These customers do exist
You know exactly who they are and what they want
There are enough of them to support your business
They’re ready for what you have to offer and will actually buy
Paint a clear and detailed portrait of your customers—who they are, where they’re located, how they think, why they buy, and what they want. This makes it easier to show how you plan to respond to their needs.
Creating a Credible Market Definition
A strong target market definition is:
Definable. It identifies the specific characteristics potential customers have in common.
Meaningful. These characteristics directly relate to purchasing decisions.
Sizable. The number of those potential customers is large enough to sustain your business.
Reachable. You can affordably and effectively market to them.
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