When you know who your customers are, how to reach them and what motivates them you are on your way to success.

As you define your market there are 3 factors
1. Easy access to your products/service
2. Is not inundated with other products/services that are indistinguishable from yours
3. Is willing to pay a price for your products/services that allows you a reasonable profit margin.

Who is your customer?
1. Consumers
2. Businesses
3. Resellers

Customer Profile
1. Demographic-
a. What is the purchasing ability
b. What need are you filling for the client
c. What are the interests of your clients in your service

2. Psychographic
a. Attitudes
b. Beliefs
c. Emotions

3. Behavioristic
a. What factors are most important to your client?
i. price
ii. Quality
iii. Brand name
iv. Location
v. customer service
b. How often will they purchase?
c. What is their decision-making process?

Research
1. If you don’t have customers yet, there are ways to learn
a. Visit non-competing websites that target the same market.
b. Conduct focus groups with individuals in your profile.
c. Join trade and business associations that target your market.
This includes non-competing associations.

2. If you have existing customers
a. Provide incentives for those who fill out questionnaires.
b. Any ideas that work for new customers work for existing customers

Market Segmentation
Sample Profile for ABC Photo

1. Demographic
a. Ages 20-30
b. 75% of the clients will have another family member pay for service
c. The average income of clients is $25,000/year
d. The average paying member average income is $40,000/year
e. Geographic location: Rural, struggling economy
. Education: 83% of clients are college educated.

2. Psychographic
a. Lifestyle: Clients tend to be trendy while paying family member tend to be
more traditional in tastes. 98% of clients are deeply family oriented.
b. 50% of clients are in retail and the other 50% are working professionals
c. Majority of clients shop quality over price but stay within a budget.
d. Clients are unlikely to be upsold before seeing a final image.

3. Behavioristic
a. Clients are trend and price conscious buyers
b. Paying members patrons tend to be cautious buyers, concerned more with a
guarantees of quality.
c. Clients tend to shop for photographers on the internet
d. Paying member patrons tend to shop by referral.

Customer Profile = Target Marketing Plan

This information may be found fron any google search for "Customer Profile" and Bank of America