Dream Believe Create is an online magazine for women entrepreneurs, creatives and change-makers. It’s for women who want to start sustainable, mission-driven businesses or creative practices without sacrificing their principles and avoiding the profit-at-any-cost / business-as-usual model that we’re all so tired of.

How to Identify Your Target Market {+ Ideal Customer}

How to Identify Your Target Market {+ Ideal Customer}

Your target market is the identifiable group of people that will most benefit from your services or products, and who are likely to consider purchasing from your business.

These people will have at least one of the following in common:

- similar attributes*
- they’re driven by a common goal {e.g. to advance their yoga practice}
- they’re united by a cause (e.g. political, environmental, social)

 *There are many attributes which could apply e.g. a shared geographic location, demographics, psychographics {values and attitudes}), behaviours or interests.

For example, a possible target market could be 28 -35 year old women with young children, who work part-time, have limited spare time, live in a particular neighbourhood and who want to start yoga classes this year.

But finding your target market requires research. You'll need to figure out where your market spends personal, work and family time. Think about both online and off-life activities your target market are likely to participate in. Then visit these spaces to learn more about their wants and needs and to start conversations. You may even want to advertise there.

Helpful Resources:

There are also lots of free resources that can help make the task easier.

For example, many towns and regions publish relevant data, including detailed demographics, on their websites.

Most industries have peak bodies or membership groups which can also provide information.

At a national or international level, many countries provide access to free population and other statistics {such as http://www.abs.gov.au/ in Australia or www.census.gov in the United States or http://www.statssa.gov.za/ in South Africa}.

Your Ideal Customer:

Once you’ve defined your target market, you can go further and identify your ideal customers. These are the people you want to serve above all others. They’re the people you really want to work with day in and day out.  They are also the ones who you know you will bring the most value to. 

More than that, they should be someone whose problems you understand intimately and who you totally know will benefit from your amazing solution {remember, that’s your product or service offering).

A big benefit to having clarity about your ideal customer is that it allows you to be selective about the type of person you work with. I really believe this is critical to long-term success.

Working with people you like and respect is fundamental to a sustainable business. It's no fun to spend time and energy on customers you don't feel aligned with and it could potentially make it difficult for you to stay motivated over the longer term.

Your ideal customer will respect your time and your expertise, and most likely will even share personal attributes and life values with you.

They'll have goals and motivations that you want to support, and good habits such as paying on time, or never missing appointments, that make working with them a breeze.

Create a Customer Persona:

To understand them better, and make researching your target market easier, you can imagine your target market as a single person {also known as a customer persona or customer avatar} and either:

- Model your persona on an existing client who fits the bill;
- Use your imagination to create a persona; or
- Recall an earlier version of yourself, before you figured out how to solve your own problem {assuming this relates to your business of course}.

Defining your target market and your ideal customer are critical activities for every startup business. To make it easier we’ve put together a Customer Persona template for your to download. You can get it here.

The  Soloh  Story {Combining Intimate Objects + Ethics}

The Soloh Story {Combining Intimate Objects + Ethics}

Overcome Self-Doubt and Succeed!

Overcome Self-Doubt and Succeed!