Characteristics of a target market

Section 2 : Match benefits to those most likely to respond to

This involves a bit of psychology. First, examine your offerings and list every relevant feature you can think of. Then write down the benefits that each feature provides.

As an example, if you offer a mobile document shredding service, one feature is that people can have documents destroyed without having their own shredder or access to electricity. The benefit of this is that they won’t have to worry about sensitive information falling into the wrong hands or having to burn paperwork and risk wildfires.

Once you have a list of benefits, try matching them to the market segments most likely to show interest. Large businesses likely have the resources they need to shred documents, so it might be better to focus on small businesses and individuals, particularly in areas where electrical service is spotty or nonexistent.