Disciplined Entrepreneurship: 24 Steps to a Successful Startup

STEP 3

Build an End User Profile

IN THIS STEP, YOU WILL:

• Use primary market research to flesh out a detailed description of the typical end user within your market segment.

Start by beginning to define your customer with a target customer profile.

Now that you have identified a specific beachhead market, you will need to learn about your target customer. It is critically important that you recognize that to be successful, you must build your business based on the customer you are serving, rather than pushing onto the market the product or service you want to sell.

Each customer actually consists of an end user and a decision-making unit. The end user very likely is an integral part of the decision-making unit but may or may not be the most important person within it. More specifically:

• End User: The individual (a real person!) who will use your product. The end user is usually a member of the household or organization that purchases your product.
• Decision-Making Unit: The individual(s) ...