home *** CD-ROM | disk | FTP | other *** search
/ Piper's Pit BBS/FTP: ibm 0010 - 0019 / ibm0010-0019 / ibm0010.tar / ibm0010 / BIZPLAN.ZIP / CUSTOMER.TXT < prev    next >
Encoding:
Text File  |  1989-08-02  |  5.0 KB  |  138 lines
  1. * CUSTOMER.TXT
  2.  
  3.                                CUSTOMERS
  4.  
  5.     * Who is buying products or services in this category?
  6.        By Demographics: age, income, sex, family, location, occupation
  7.        By psychographics: life-style, motives, needs, interests (sports,
  8.        etc.), purchase history (recent buyers of XXX),
  9.     * Use information from industry reports, census data, trade journal
  10.     studies...
  11.  
  12.     *  Include Titles of people who:
  13.  
  14.     INITIATE the inquiry for your product/service
  15.     INFLUENCE the decision(s) to buy (and how they influence it)
  16.     DECIDE which product or service to buy
  17.     PERMIT the purchase to be made (sometimes the decision maker and the
  18.     permitter are the same person, but oftentimes, for example, the CFO
  19.     will sign the paperwork after another manager has submitted his /her
  20.     recommendation)
  21.  
  22.     * Knowing exactly who you're selling to is crucial to obtaining
  23.     favorable response from your investors - they know that all the
  24.     sales talent in the world is wasted unless it's directed to the
  25.     proper person.
  26.  
  27. The most typical customer for our product/service is someone who is in
  28. the XXX field, and who currently uses XXX (product/service) for XXX
  29. (application, purpose)
  30.  
  31. It is likely that potential customers are going to be familiar with XXX
  32. (similar products/services, products that your new one will replace,
  33. your type of product) and that they will readily accept our new XXX
  34. provided that we XXX (approach/educate/contact)
  35.  
  36. Complementary products/services already in use by our customers are XXX
  37. (other products/services that work with yours) and are seen as a
  38. tremendous help in XXX (compelling customers to acquire our product/use
  39. our service)
  40.  
  41. It is easy to understand why the principal buying motives are XXX
  42. because XXX
  43.  
  44.     * What are the principal buying motives for your products/services?
  45.     (practical & emotional)
  46.     * Ask your customers -- telemarketing, warranty cards, ad inquiries,
  47.     etc.!
  48.     * How are the key competitors perceived?
  49.     * How do these people perceive your company and products/services?
  50.     And / or How WILL they receive your (new) product/service?
  51.     * How sensitive are they to pricing differences?
  52.  
  53. CORPORATE EXECUTIVE
  54. Title:                  President, VP Finance, VP Manufacturing,
  55.                         Office Manager, Advertising Manager
  56. Power:                  Permitter, Decision Maker, Influencer, Technical
  57.                         Consultant, Initiator
  58. Viewpoint:              Big Picture, Financial, Department, Personal
  59. Position:               (Responsibilities -- daily activities)
  60. Emotional Influences:   Status, Power, Empire building
  61. Practical Influences:   Saving money, efficiency
  62. Education:              Ph.D. MBA, College, Technical School,
  63.     High School
  64. Limitations:            Geographical, Purchasing Approval
  65.  
  66. HOUSEWIFE
  67. Age:                    35-55
  68. Income:                 Fixed
  69. Sex:                    Female
  70. Family:                 Full nest
  71. Geographic:             Suburban
  72. Occupation:             White collar / Blue collar family
  73. Attitude:               Early majority
  74.  
  75. YOUNG PROFESSIONALS
  76. Age:                    25-35
  77. Income:                 Medium to high
  78. Sex:                    Male or Female
  79. Family:                 Bachelor or married
  80. Geographic:             Suburban
  81. Occupation:             White collar
  82. Attitude:               Innovator
  83.  
  84. YOUNG MARRIED COUPLES
  85. Age:                    35-55
  86. Income:                 Medium to high
  87. Sex:                    Male or Female
  88. Family:                 Married or no children
  89. Geographic:             Suburban
  90. Occupation:             White collar
  91. Attitude:               Early adapters
  92.  
  93. WEALTHY RURAL FAMILIES
  94. Age:                    35-55
  95. Income:                 High
  96. Sex:                    Male or Female
  97. Family:                 Full nest
  98. Geographic:             Rural
  99. Occupation:             White collar
  100. Attitude:               Early majority
  101.  
  102. OLDER COUPLE
  103. Age:                    55-70
  104. Income:                 High or fixed
  105. Sex:                    Male or Female
  106. Family:                 Empty nest
  107. Geographic:             Suburban
  108. Occupation:             White collar or none
  109. Attitude:               Late majority
  110.  
  111. ELDERLY
  112. Age:                    70+
  113. Income:                 Fixed
  114. Sex:                    Male or Female
  115. Family:                 Empty nest
  116. Geographic:             Suburban
  117. Occupation:             None
  118. Attitude:               Late majority
  119.  
  120.  
  121. CASE STUDY
  122.  
  123.     * Where possible, succinctly document Customer Case Histories of
  124.     their selection, application and success with your company and
  125.     product(s).
  126.  
  127.     PURPOSE: Investors and new customers will feel reassured about doing
  128.     business with you.
  129.  
  130.     * Customer Case Histories are excellent sales tools for your sales
  131.     force.  Don't neglect this simple and powerful asset.
  132.  
  133.  
  134.                              CUSTOMER LIST
  135.  
  136.     * On a separate page, list your customers alphabetically
  137.     * If appropriate, state their application of your product/service
  138.