Your Target

Matt Kesler

What is “targeting”?

Targeting is the careful, data-based selection of which customers you will focus on first.

You want to find a set of potential customers with similar needs, so you can optimize your product and your message to address those needs.

You want customers who are able to buy – they have money and the ability to spend it.

And you want customers who will very rationally choose your product, even at a premium price, over other, more proven products.  That means choosing customers who will benefit greatly from the features which set your product apart from your competitors.

So what data do you use to identify this set of customers – your target – and how do you analyze that data?

How can you be confident that you are choosing the right target for your launch?

By walking through this process you can identify your initial target customers and make sure you can reach them:

• Map your opportunities
• Evaluate your options and choose your initial target
• Assess barriers to entry