Customers3 min read
Defining your target customer
A specific customer makes every other decision easier.
"Everyone" is not a target customer. The more specific you are, the easier it is to find, reach, and convince the right people.
Describe one real person
- Who are they (role, life stage, type of business)?
- What problem keeps coming up for them?
- Where do they spend time online and offline?
- What do they already pay for to solve this?
- Who makes the buying decision?
Examples
- Weak: "Small businesses."
- Better: "Owner-operated landscaping companies with 3–15 employees who still schedule jobs by text."
- Weak: "Pet owners."
- Better: "Busy dog owners in apartments who work 9–5 and need midday walks."
Narrow first, expand later
Starting narrow lets you speak their language, get referrals within a tight group, and become the obvious choice. Once you win one segment, expand to the next closest one.