STEP 3Build an End User Profile

A diagrammatic representation of the chart represents two, three, and four. A man with a binocular was placed in three number.

In This Step, You Will:

  • Continue to use primary market research to begin to build out a more detailed initial demographic and psychographic profile of the typical end user within your Beachhead Market segment.
A diagrammatic representation of boat with people holding weapons. target people on the seashore. It mentions that I can generally see them and describe them to you, but they are not in clear focus yet!

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

Why This Step, and Why Now?

  1. To keep the focus on the customer.
  2. To validate (or invalidate) your selection of Beachhead Market by deepening your understanding of the end user.
  3. To provide the necessary information to estimate the Beachhead Market Total Addressable Market (TAM) in the next step.

Let's Get Started

Now that you have identified a specific Beachhead Market, you will need to learn as much as possible about your target customer; more is better, even if it does not seem to matter right now.

It is critically important 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 broader decision‐making unit that decides whether to acquire the product, as you will see in Step 12, Determine the Customer's Decision‐Making Unit (DMU). You will start by learning as much as you can ...

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