Read Kevin's bio.
Skip to main content
Skip to footer
Define your target audience
Q: I'm writing my business plan for a product that I think will really take off. What I can't seem to put my finger on is who will buy it. How do I figure out and define my target audience?
A: You're smart to zero in on exactly WHO will buy your product. So many startups fail to focus on that crucial question. Thousands to millions of dollars into the project, they figure out not much of anyone wants to buy it, or the audience is too small, or it is too costly to reach, or a lot of people might buy years from now when they're finally ready.
Depending on your situation, you could run some tests. Find an email newsletter publisher with an audience similar to the one you suspect your product will attract. Have the publisher send out a link to an online questionnaire. Ask respondents if they would be likely to purchase the product (1) not at all (2) somewhat (3) fairly sure they would purchase (4) would purchase immediately. Also ask a few questions about other interests, where they live, and their income (best to have people pick from several income groups as North American's will resist telling you what they earn). Include a place for a free answer. This is where you can get comments that lead to important ideas and discoveries.
Some issues discussed in the expert forum are complex and continually changing.We recommend you consult a professional advisor about your specific circumstances, needs, and applicable laws. More details.