Target Market Descriptions
Sample Target Descriptions
Maya's Artisan Jewelry
Our ideal customer is a woman, age 30-60, who has the taste for a
little sparkle in her wardrobe. She prides herself on her accessories,
especially when they are noticed by others. She has no issue wearing a
show-piece that starts a conversation. Ideally, she becomes a cheerleader for
our designs that promotes sales by word-of-mouth. These women shop in artist
studios and boutique shops, looking for that 'special little something'
for themselves or as a gift for a woman close to them. They want something
different from what everyone else has, and wouldn't dare shop at a cheap
accessory shop in the mall. They love 'art' and sharing an emotional connection
with the artist. The target does not buy her jewelry at major department stores, rather she seeks out unique, one of a kind pieces that show her uniqueness, individuality, and sense of self.
little sparkle in her wardrobe. She prides herself on her accessories,
especially when they are noticed by others. She has no issue wearing a
show-piece that starts a conversation. Ideally, she becomes a cheerleader for
our designs that promotes sales by word-of-mouth. These women shop in artist
studios and boutique shops, looking for that 'special little something'
for themselves or as a gift for a woman close to them. They want something
different from what everyone else has, and wouldn't dare shop at a cheap
accessory shop in the mall. They love 'art' and sharing an emotional connection
with the artist. The target does not buy her jewelry at major department stores, rather she seeks out unique, one of a kind pieces that show her uniqueness, individuality, and sense of self.
Goodman Pet Photography
The ideal customer for Goodman Pet Photography is 30-60 years
old, male or female who owns a pet. More specifically, who owns a pet and treats
them like family. The target has an income of $50,00+/year and is a working
professional. The ideal client
lives in the Bay Area and spends a significant amount of money on their pet
yearly. The pet is an extension to their family and one that they adore. These
people want professional photographs of their pets. However, studio portraits
for their pets do not allow for a picture that really captures the expressions
of their dog, cat, horse or other animal. Our target needs a local professional
photography that can go to a location of their choice and photograph
their pet in the setting that best gives the pictures the expressions of
the animal.
old, male or female who owns a pet. More specifically, who owns a pet and treats
them like family. The target has an income of $50,00+/year and is a working
professional. The ideal client
lives in the Bay Area and spends a significant amount of money on their pet
yearly. The pet is an extension to their family and one that they adore. These
people want professional photographs of their pets. However, studio portraits
for their pets do not allow for a picture that really captures the expressions
of their dog, cat, horse or other animal. Our target needs a local professional
photography that can go to a location of their choice and photograph
their pet in the setting that best gives the pictures the expressions of
the animal.
Frog's Organic Bakery
The ideal customer for Orti's Organic Bakery is willing to take a
little extra time and spend a little extra money to eat healthy, naturally-grown
food in the morning. He or she knows the difference between store-bought or
street vendor baked goods, which make no promises about organic quality, and
those that do. The customer knows that organic food tastes as good as, or
better, than conventionally grown good, and believes that there does not need to
be any difference between eating what is good for the environment and eating
what is healthy. This ideal customer would look for organic labels in grocery
stores and be more inclined to buy from socially conscious brands elsewhere.
Orti's Organic Bakery will serve customers in Noe Valley area who
share the following characteristics:
little extra time and spend a little extra money to eat healthy, naturally-grown
food in the morning. He or she knows the difference between store-bought or
street vendor baked goods, which make no promises about organic quality, and
those that do. The customer knows that organic food tastes as good as, or
better, than conventionally grown good, and believes that there does not need to
be any difference between eating what is good for the environment and eating
what is healthy. This ideal customer would look for organic labels in grocery
stores and be more inclined to buy from socially conscious brands elsewhere.
Orti's Organic Bakery will serve customers in Noe Valley area who
share the following characteristics:
- Commute through the city on a daily basis
- Live or work within a five minute walk from Noe Valley
- Believe in nutritional value of organic baked goods
- Believe in paying a premium for high quality products
- 22 to 40 years old
- Professional jobs
- Earn $40,000 per year and up
Jack's Sheet Music
The customers who will buy our products enjoy playing music. They know
they are ready to learn new music, but they don't want to do it all
alone and they also don't want to pay a teacher to walk them through
it. They are familiar buying online and using online tutorials for
educational purposes. They know they have gaps in their repertoire and want help filling those gaps with online instructions. Our ideal customer is between the ages of 22 – 45. They have an income under $50,000 and are mostly male. Their educational level is at least some college for those over the age of 20. Our target has an artistic spirit, and music is a big part of their lives. Although they know they will never be professional players, they are constantly searching for different ways to further enhance their music playing ability.
they are ready to learn new music, but they don't want to do it all
alone and they also don't want to pay a teacher to walk them through
it. They are familiar buying online and using online tutorials for
educational purposes. They know they have gaps in their repertoire and want help filling those gaps with online instructions. Our ideal customer is between the ages of 22 – 45. They have an income under $50,000 and are mostly male. Their educational level is at least some college for those over the age of 20. Our target has an artistic spirit, and music is a big part of their lives. Although they know they will never be professional players, they are constantly searching for different ways to further enhance their music playing ability.
Stanton Insurance
The ideal customer for Goodman Insurance is just about to move to
San Francisco. It is a young couple expecting a new child. They have left a
rental apartment in another town and need more space for their family as well as
the security which home ownership provides. They may have had insurance in the
past, but have not spent much time researching it, instead opting to use a large
national provider, perhaps even ordering it over the phone for their renter's
insurance needs.
Suddenly, they have multiple needs for insurance in a new city -
life insurance, homeowner's insurance and other property insurance. They are
aware of their basic insurance needs, although they do not know all of the ins
and outs of insurance types and options available. As they would like to settle
into the town and make it their home, they want to feel more of a personal
connection with their insurance agent and put a face to this service.
However, they are a bit afraid of making a bad choice, being that they don't
know the town and perhaps have no contacts in the town. They want the assurance
of someone with a track record of client satisfaction and transparency about how
he is compensated so that they can rule out any biases or conflicts of
interest.
San Francisco. It is a young couple expecting a new child. They have left a
rental apartment in another town and need more space for their family as well as
the security which home ownership provides. They may have had insurance in the
past, but have not spent much time researching it, instead opting to use a large
national provider, perhaps even ordering it over the phone for their renter's
insurance needs.
Suddenly, they have multiple needs for insurance in a new city -
life insurance, homeowner's insurance and other property insurance. They are
aware of their basic insurance needs, although they do not know all of the ins
and outs of insurance types and options available. As they would like to settle
into the town and make it their home, they want to feel more of a personal
connection with their insurance agent and put a face to this service.
However, they are a bit afraid of making a bad choice, being that they don't
know the town and perhaps have no contacts in the town. They want the assurance
of someone with a track record of client satisfaction and transparency about how
he is compensated so that they can rule out any biases or conflicts of
interest.
| segmenting_consumer_markets.docx |
