Objective: To identify the components of the market that your business is serving currently and to learn more about the type of customer you are reaching.
- Using the information you collected through the Customer Avatar exercise, what is the demographic profile of YOUR company’s target market: ethnicities, occupations, level of income, social status, education, age range, genders, family structures, geographics, lifestyle, leisure activities, motivation.
- What are the market segments you will serve? Think about who is interested in your products or services? Who is your high use (frequent) customer? Medium use (occassional) customer? Low use (infrequent), and non-user?
Think about what are you customer’s priorities?
- Market niche served: Think about a section of the market that is defined by its own unique needs, preferences, or identity that makes it different from the larger market as a whole. If you think about the larger market could be consumer of foods at a roadhouse whereas a niche market could be consumer of foods at a wings restaurant.
- Size of target market: Think about how many people are in the area you will serve. This area could be small scale (community based), or medium scale – provincial, national or global scale – international.
- Questions related to Geographic information:
- Geographic statistics of the target market: What geographic statistics can you find out about your target market? Think about the location where a consumer lives – it could impact buying decisions. For example, consumers who live in the flatlands may not be interested in downhill ski equipment. Likewise, specialty cuisine (food) items may be of interest to people in certain geographic regions, but not in others.
- Where customers are from and where they live: Think about the location where a consumer lives will influence their needs, wants, as well as access to goods and services.
- Questions related to the target market:
- What the members of the target market do for a living?
- What is the level of the target market’s income (think in a range)
- What is the social status and economic status of target market?
- What is the highest level of achieved education of the target market?
- Questions directly related to the product and/or services for YOUR business:
- How often do people visit your online shop? What pages do they visit on your website (cornstone content)? What pages do people comment on most? What pages do people comment on least?
- How often do people visit your brick and mortar shop?
- When are your busiest hours? When is your busiest season?
- Questions about B2B marketing:
- What is the industry for B2B marketing? Think about if your business is a mechanic shop, you would work with other businesses to supply the parts for the various mechanic needs of your shop. You would likely want to build a B2B relationship with parts suppliers who are within a 30-minute radius of your mechanic shop for ease of delivery. For items that you would stock in shop, you may build B2B relationships with suppliers with lower costs per unit and/or superior quality items.
- What are the products/services you offer that could be marketed to other businesses?
- What is the best way to contact these businesses? And, how can you create a referral service within your network of businesses?
Below you will see how we completed the template for our business, ApronsOnPeople.com.
| Ethnicities | All | Genders | Both male and female |
| Occupations | Any – but need some free time to work with food preparation | Family Structures | All (singles, young couples, young families, families with older kids) |
| Level of Income | Middle class – looking for ways to work with food (which can be expensive) | Geographics | Anywhere since it’s an online business |
| Social Status | Middle class – social people, appreciating online personalities and lifestyle sharing with others | Lifestyle | Appreciates good food, great meal ideas, inspiration in the kitchen, learning skills in the kitchen |
| Education | Post-secondary | Leisure Activities | Cooking, food preparation |
| Age Range | 18 years + | Motivations |
- Demographic profile of the company’s target market:
Food blogging subscribers enjoy food and drink.
- Our audience is predominantly Canadian (over 70%)
- 75% are women in the 25-44 age bracket
- They want to know where their food comes from and the stories of those who produce it or cook it
- They enjoy eating out and are looking for new restaurants to try, not just in their hometown, but in cities they are hoping to visit
- They are interested in culinary travel
- They are looking for easy, seasonal recipe ideas and entertaining tips
- They are interested in easy tips for special diets
- They are interested in expanding their culinary horizons
- Market segments:
Food Bloggers of Canada claims that mostly it’s millennials who are looking to food blogs for inspiration.
- Market niche served: Home cooks looking for new meal ideas, millennials value services that provide them with good value for their money. They want freshness, quality of ingredients, flavor, and good value.
- Size of target market:
- Type of market (domestic/international and cultures/ethnicities): The location of searches, times of day, pages visited, etc. is available using Google Search Console.
- Questions related to Geographic information:
- Geographic statistics of the target market: Canada
- Where customers are from and where they live:
- Questions related to the target market:
- What the members of the target market do for a living: varies
- The level of the target market’s income: $60 000 annually +
- Social status and economic status of target market: middle class
- Level of education of the target market: varies
- Questions directly related to the product and/or services of ApronsOnPeople.com
- How often do people visit the website? Tracking website traffic (not bot traffic) 10 000 visitors per month
- What is the cornerstone content on the website? marinade recipes, educational content
- What affilate marketing products are most popular? Which affiliate marketing products are least popular? most popular – Amazon affiliate
- What pages do people visit when they are on the website?
Identify the MOST popular posts/recipes and ways in which people have found the website (Facebook lead, Pinterest lead, Instagram lead, YouTube lead, other)
- What are the most popular posts on the website?
View information on Google Analytics to find this information (sign up NEEDED)
- How satisfied are people with the experience they have on the website? The bounce rate can be viewed from the website from inside Google Analytics. The bounce rate is the percentage of visitors who enter the website, then leave rather than continuing to view other pages within the same site. If your bounce rate is high – it could mean that the visitors aren’t enjoying the content on your webpage or site.
- Questions about B2B marketing: What is the industry for B2B marketing?
Favourite brands of food products and kitchenware items (Lea & Perrins, Better Than Bouillon, President’s Choice, Kikkoman, The Lodge, Le Crueset, etc.)
- What are the products/services that could be marketed to other businesses?
Advertising space on the website through various ad agencies such as:
Mediavine, Gourmet Ads, etc.
- What is the geographic location of the businesses our business is servicing?
Canadian products or food products that can be purchased in Canada
- What is the best way to contact these businesses?
Visiting websites and having an information kit ready for brands who want to work with us (sponsored ads, partnerships, product review, etc).
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