Start a Business 2: Know Your Customer
Define who you are helping and what situation makes them likely to buy.
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A business cannot serve everyone equally well. After identifying a problem, describe the people who experience it most strongly. Avoid vague labels such as everyone, all businesses, or anyone who needs help. A useful customer profile describes a situation. A freelance presentation designer might focus on small consulting firms that regularly pitch clients but do not have an in-house designer. A meal service might focus on office workers in one district who need lunch delivered within a predictable time window. Talk to real people who fit the profile. Learn what they currently use, how they compare options, which words they use to describe the problem, and what makes them trust a provider. This information improves both the service and the marketing. Knowing the customer does not mean making assumptions about age, income, or personality. It means understanding the job they are trying to get done and the conditions around that job. The clearer the customer situation becomes, the easier it is to create an offer that feels relevant instead of generic.