Small business help: What is a target market and how does it fit into your business plan?

When it comes to running a successful small business, providing a great product or service is only half the battle. Whether you’re selling handcrafted products, offering professional services, or running a local shop, knowing who your potential customers are—and how to reach them—can make all the difference in your business’s success.

What is a target market?

Think of your target market as a group of your ideal customers. These people likely have similar characteristics outside of being most likely to purchase your product or service. Identifying those characteristics can help you hone in on your target market.

Finding your target market

Begin with the simple elements: think geographic location and demographics (age, gender, and income). From there, you can drill down deeper and hone in on their psychographic identifiers, such as personality traits, lifestyle, and interests.

Your target market in your

business plan

Once you’ve identified your target market, you can add it to the market analysis section of your business plan. Use this part of your business plan to highlight the unique benefits your business offers and connect them to your ideal customer. Go into detail here; describe your target market’s geographic reach and explain why these customers will choose you over your competition.

Marketing strategy

Now that you know who you’re targeting, the next step is to create a target marketing strategy. This involves tailoring your marketing messages to speak directly to your audience, choosing the right platforms to reach them, and designing visuals that appeal to their tastes.

Identifying your target market and developing a marketing strategy that speaks directly to them allows you to build stronger customer relationships and stand out from your competitors. If it sounds overwhelming, we can help! Visit cfra.org/lending for more information.