Who's your customer? That's one of the most important questions any business can answer, but it's particularly important for small businesses. Why? Because only by having a clear definition of the exact type of customer you're trying to reach can you make the most of your limited marketing dollars and have the biggest impact on your bottom line. You need to know your "target market." Narrowing the type of customers you'd most like to reach — and the kind that are most likely to be willing, eager and able to buy from you — is a key building block to success. Defining your target market gives focus to all your marketing and sales activities, helps you craft your advertising messages and images, choose where and when to advertise, influences which distribution channels you use and perhaps even helps you decide the colour of your employees' uniforms or the music playing in your store. When defining your target market, keep the image of an actual target
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