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	In Search of Customers Who is your ideal customer? Apply the tried and true 5 W's technique to find yours. Who is your ideal customer? If your immediate response is "everyone" we need to do some work. Marketing research shows that you are more successful in selling your product or service when you market to a specific group called a "niche". This niche is based on such factors as age, income, education etc. By applying the 5 W's you can quickly determine your marketing niche. Who? Who are your customers? Narrow it down to specific age group(s), sex, education and income level, etc. Who is your competition? What? What do they spend money on? What are their hobbies? What types of groups do they belong to? What makes you different from your competition? When? When do they need your product or service? When do they buy? When will you be open? (hours of operation) Where? Where do they live? Where do they shop? Where do they go to church? Where do their children go to school? Why? Why do they buy? Why should they spend money on your product or service? Why should they buy from you instead of your competition? Having a great product or service that you are sure a lot of people will need isn't enough. Instead of trying to be all things for all people, take time to identify your ideal customer. Every year businesses spend millions of dollars on marketing and advertising. Know who your customer is and then develop a solid plan to reach that customer. For help on developing your marketing plan, call or visit your local SBDC office today.
Materials, services or products offered by providers to SBDC clients are available as a resource for you to locate professionals who can assist you with business concerns. Making these sources available to you does not imply or constitute a recommendation or endorsement by the SBDC, but is only intended to be a convenience for you. You must perform your “due diligence” by interviewing the individuals or companies to determine if they meet your needs. If you do retain their services, be sure to obtain your agreement in writing: who is responsible for what; what work is to be performed; what is not included; what is the cost. A partnership program of the U.S. Small Business Administration and the Bill Priest Campus of El Centro College, a division of the Dallas County Community College District. Funded in part through Cooperative Agreement # 9-603001-0046-22 with the U.S. Small Business Administration. All opinions, conclusions, or recommendations expressed are those of the authors and do not necessarily reflect the views of the SBA. It is the policy of the Dallas County Community College District and Collin College that all persons have equal opportunity and access to its educational programs, services, activities, and facilities without regard to race, religion, color, sex, age, national origin, or ancestry, marital status, parental status, sexual orientation, disability or status as a veteran.