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Definitive Business Plan, Second Edition, The by Richard Stutely

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The market – what you are fighting for

Your market comprises all your actual and potential buyers. While your business partners are on your side, your market is fairly neutral. Most people, frankly, do not care whether they buy from you or not – unless you create some perceived need for your products. This is an essential point to note. How you create the need for your products is a key component of your marketing plan.

For the moment, consider who you are trying to influence. To understand this you have to create order from chaos. You have to define your target market as concisely as possible. Your definition will include a geographical perspective and market segments. Your target might be very broad – the global consumer market for all computer-related ...

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