Target Market – Your customers
1.
Customer
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Who is your customer? Who is paying for your service or product?

What customers are you not reaching who might be potential target markets for your social
enterprise?

Which customers are the most important (prioritize by size, money, volume). List most important as
primary, followed by secondary and tertiary markets, etc)?

What benefits is each customer segment seeking? (as it relates to your social enterprise? i.e.
programming on news, politics, livelihoods shows, music and entertainment, ability to listen during
regular hours, etc.?
Rate your markets for each product. (fill out the worksheet)
Market Rating Worksheet
Product or Service
Primary Market
Secondary Market
Tertiary Market
Community Radio Station
Example
Listeners
Advertisers
Donors & INGOs
2.
Customer Levels
What are the different customer levels for your products among your target population? (fill out the
worksheet)
Social Enterprise Customer Levels
Product
Decision Maker
Influencer
Purchaser (who
Consumer
(decides to purchase)
(influences decision)
buys it)
(who uses it)
IVA
Parents of youth
Youth
(mother?)
Parents
Competition (YMCA)
Youth
Training
Donors & INGOs
Donors & INGOs
Substitutes Free
Example
programs
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***Note*** you may have to segment your markets further: (i.e. radio station where primary customer is
“listeners”, however, young people listeners between 16 and 24 have seek different benefits than farmer
listeners.
3.
Customer Profile
Describe your target customers. Focus on common characteristics of your customers related to their decision
to purchase your product or service. (fill out the worksheet for each customer segment)
Customer Profile Worksheet
Trait
Consumers
Demographics
Age
Sex
Literacy (literate or illiterate)
Income
Education level
Occupation
Geographic – location(s)
Psycho-graphic – life style characteristics
Brand preference or taste
Image

Summarize your customers’ needs and wants as it relates to your social enterprise?
o WHAT ARE THE BENEFITS YOUR CUSTOMERS ARE SEEKING?
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
Which are the most important factors motivating a customer to buy your product or service?
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Price
Quality
Brand
Product features
Promotions
Advertising
Ease of use
Convenience of purchase
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Location
Shopping ambiance
Customer service
Refunds/returns
Availability of credit
Service/maintenance
Peer recommendations
Do:
 Segment and prioritize markets.
 Demonstrate clear understanding of your customers: their characteristics, preferences, buying sensitivities
and benefits they want.
 Evidence that a market exists with market research data.
 Don't:
 Confuse customers levels
 Define market too broadly or try to address your target market universally.
 Assume target market is equally distributed.
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