In a previous post, we met Beth and Andy, two fictitious (but reality-based) designers who take very different approaches to their target market definition.
Andy’s approach is “I can do it all, and all sales are good sales.” Beth is more deliberate and precise. By defining her ideal client and project, she also defines the kind of business she doesn’t want. Hers is a much more effective approach, particularly for challenger brands.
Today, I’ll show you how to create your ideal target market definition. The framework is meant to be broad enough to apply to everything from a solo consultant to a major consumer brand, so it will need to be tweaked as appropriate to your particular situation. (Also, for the rest of this post, I’ll use the word “consumers” to include clients and customers as well.) Continue reading “Target Market Definition: How to Create Yours”