Six-Week Start-Up. Rhonda Abrams

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СКАЧАТЬ “customer” in cyberspace. In the case of “Yummy Tummy Oats,” your intermediary might be the online grocery store, the health food site, the children’s site, or the search engine that will help customers find you. So you’ll still have more than just parents and kids to please.

      As you begin to define your customers, both the end-users and the intermediaries, describe all of their various attributes: age, location, industry, purchasing patterns, buying sensitivities, “psychographics” (what motivates them), and the like. Be realistic about how people actually behave—not how they should behave.

      Use the worksheets on pages 55 and 56 to describe your customers. The first worksheet allows you to consider the types of “customers” you have. The second worksheet gets you started describing the characteristics of each of those. You may need to make copies of the customer profile worksheet—one for each type of “customer.”

Determine if there are enough customers

      Ever wonder why there seem to be three or four fast-food joints at the same intersection? Or why, all of a sudden, not one but three big office supply stores open in a community?

      The answer is they all rely on similar statistics to analyze a market. They look for certain factors: population density, characteristics of nearby residents (age, gender, income), number and type of local businesses, and so forth.

      Big corporations hire consulting firms to compile these statistics. You’ve got an even bigger consulting group doing it for you—free! The United States Government, particularly the Census Bureau, compiles all kinds of information useful for businesses, and it has put much of it online.

      First, a few key websites to remember:

       Fedstats (www.fedstats.gov): The main portal for finding government statistics. The government really has tried to make this accessible, but if you don’t know what you’re looking for, it may be hard to find at this site.

       The U.S. Census Bureau (www.census.gov): Bookmark this! This gives you access to all Census data about people, businesses, trade, and much more.

SIZE OF MY MARKET

       Determine if the market is large enough to bring you sufficient sales.

       Estimated size of my market:

       Is this number growing or declining?

       By what amount per year?

       Estimated number of competitors in my market:

      

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