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Whilst you may have identified one perfect customer, to build a big business it is likely that overtime you will need to be able to serve other types of customers.
Try creating a list of other types of customers you may serve including the demographic, psychographic and pain points that your service will solve. This give you confidence that you have identified a scalable opportunity, not just a one-customer solution. Try the following tasks:
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Imagine your ideal client.
Now picture one of your existing clients who is closest to your ideal client. This is your persona. The reason your persona is important is to provide you with clarity and focus. No client is perfect. Nor will the persona accurately represent all of your potential target clients. But your persona, will match the profile quite well. You will then focus your service development around this individual, rather than on the more-general end user profile. It is important to describe as much information about the persona as possible. Lifestyle and career information are especially important. Most importantly, you want to list the Persona's Purchasing Criteria in Prioritized Order, as these priorities will dictate what purchasing decisions the Persona makes. Do they value price, convenience or experience? These are important considerations, especially when thinking about whether you need a beauty room to rent. The Persona should become a key consideration when making decisions about your service offering. How long should your sessions be? What type of sessions? How much? Where? Once the Persona is done, it will help guide all kinds of decisions and create a consistent vision throughout your business. The better you understand your Persona's needs, behaviors and motivations, the more successful you will be at making service offering meet their wants and needs. |
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