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Starting: Who’s Your Ideal Client?
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Learn How to Identify Clients Before Marketing

If you’re starting up, it’s important to identify your ideal client before you start marketing to the world with your new idea- even if you believe that anyone and everyone can benefit. Your ideal client should be the type of client who will bring the most value (they’ll be willing to ‘pay the price’), become product ambassadors and buy repeatedly. As a startup, you have to be “laser focused “with your marketing. Assuming you have a small budget, first identify this ‘client’, customer or user.

Prior to starting Wicked Start, my previous business was NuKitchen, an online diet service. When I launched it, I initially targeted any adult who wanted to lose weight or eat healthy. While this is a target, it turned out not to be too broad as I could never effectively convey my message repeatedly to increase my customer base and convince them to drop $40 per day on diet food. What I quickly realized was that with limited funds for marketing and business development, this was still too big of a market to tackle effectively. I found myself trying to woo aggressive Wall Street traders, new moms, elderly folks and everyone in between.

The solution became apparent. As I started growing from my initial 6 customers to 50 to 100, and to ultimately thousands, I found that the best clients were college educated, urban, women in their mid-thirties who wanted to lose 5-10 lbs. Now that’s a target demographic! These women told others about my service- even without getting rewarded- and brought their husbands and boyfriends along for the journey too. So, by targeting these women, we were able to “laser focus” our marketing dollars to profitably acquire and retain customers.
For your situation, think about your ‘ideal’ customer and how you can get at him or her. Even if you’re just starting up, you have someone in mind- maybe they’re like you- but whatever the case, take a point of view and go after them. You can closely monitor your strategy and adjust along the way. But most importantly, stay focused!!!

Bryan JaneczkoFounder, Wicked Start
Bryan has successfully launched multiple startups. His latest venture, Wicked Start, provides tools to plan, fund, and launch a new business. Also author of WickedStart: Guide to Starting a New Venture with Passion and Purpose, Bryan is committed to helping small businesses grow and succeed.
www.wickedstart.com | Facebook | @WickedStart | LinkedIn | More from Bryan

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Discussion (1) Comment


  1. Craig EliasVisitor

    Bryan;

    I love your ideas on focusing on those who are most likely to become your customer.

    Something I discovered in 2002, by looking back at 20 years as a top performer, was the those who recently experienced an event that triggered dissatisfaction with the status quo – aka ‘Trigger Event’ were the customers where I enjoyed:

    – a shorter sales cycle
    – a higher than average price
    – a sales that was easier to make
    – a customer who was more willing to be a reference and provide testimonials.

    I think if you do additional analysis on those who became your customer you’ll find a set of events that made people more motivated towards losing the extra 5 -10 pounds.

    E.g. Just became single, just lost their job, etc.

    For those who are interested in downloading a worksheet I created, the worksheet and instructions can be downloaded from http://WonSalesAnalysis.com.

    Feel free to call (+1.403.874.2998) or Skype me (Craig.Elias) if you have ANY questions.

    Have a GREAT week!

    Craig Elias
    Creator of Trigger Event Selling™

 

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