Targeting a market

Trying to appeal to everyone can result in you appealing to no one. Not all customers are the same they have different wants and needs.

A wiser strategy is to focus on the distinct needs of one or two specific groups of people within a market.  Broadly speaking, these segments share characteristics, taste, judgment and/or buying habits.

Through tailoring your approach to meet specific customer needs, you stand a better chance of becoming the leading supplier within that ‘market niche'. This can place you in a strong position, providing there's sufficient revenue to be earned. You could still pick up business from other customers, too.