This column was originally published on企业家。com on 5/25/2016。
营销101是关于一个叫做“细分”的小事。说你向人类销售产品是不够的。你需要尽可能多地了解那些人。具体而言，随着购买产品或服务，他们的人类的哪些部分会很好地关联。
For example, if you sell luxury cars, you know that only a certain segment of the population actually makes enough to be able to afford one of your luxurious automobiles. Where do these affluent humans live? When do they like to shop? Why do they like to shop? What kind of media do they consume (so you can advertise to them effectively)? You might need to do a商业市场分析to find the most appropriate customer segment.
1. Who are your customers or potential customers?
To segment humans into potential customers, create a profile of who your target customer base is. Be as detailed as you can be. This helps you recognize present customers and new customers.
如果您无法访问大量营销数据，并且许多小企业所有者没有，则可能很难回答所有关于客户的深层问题。不用担心。您可以简单地配置自己（假设您正在购买产品或服务），而不是详细的营销指标。或者，您可以通过要求他们采取一些样本调查或测验来对您的一些早期客户进行个人资料。您还可以对类似业务的客户或其他商家的客户进行个人资料，或者其他商家的客户。一旦您拥有此信息，推断您所学到的内容。
2. What motivates your target customer base?
什么触发了客户群的成员购买您销售的内容？有些人可能倾向于回应，“嗯，迈克，如果我知道这一点，我不需要阅读这个愚蠢的名单。”真实的，但是，了解如何获得客户购买和了解客户的情况，何时会在“什么”情况下。
如果您销售牛奶或面包或尿布如牛奶或面包或尿布，您将“知道”您的潜在客户将有动力，以便每周一次，通常在一个方便的位置，适合他们日常生活的位置。这告诉你很多，不是吗？你的一些发现甚至可能指向一个新的商业地点。
如果您销售经验丰富，如豪华游轮度假套餐，则必须发生一个非常不同类型的活动，以使您的潜在客户挤压他们的购买触发器。也许他们强调并需要休息，或者他们计划蜜月。在客户的日常内部的哪个点您的奢侈品包装适合？
而且，虽然购买订书钉的客户可能想要在购买之后立即吃或使用该物品，但其他商品，如邮轮，可能会在“消耗”之前遭受屡效果。
激励你的目标顾客群是什么?摘要h of their needs does your product or service meet, and at what point will it meet that need during a customer’s life? What external circumstances have to happen? How can you be there when they need your product or service?
3.他们是否重复，稳定或一次性客户？
您是否为您的客户提供持续服务？你在设置一个吗？recurring revenue modelwhere you bill your customer once a month, like a cell phone plan, or a software as a service product? Do you expect to sell the latest version of your good or service each year, like version 1.0, then 2.0, etc. to your target customer? Are you offering a once-every-30-years product, like a new roof, or basement seal?
Knowing how often you expect a customer to buy will help you calculate how many customers you need to stay solvent, what kind of inventory you need to keep on hand, and what kind of marketing expenses you should anticipate.
4.你的增长来自哪里？
如果你认为销售给你的朋友和家人就足以保持净收入floating in for the long haul, think again. Depending on what kind of business you plan to run, you need a steady stream of new customers coming in, which means you need to know where you’re going to find them. With a little bit of thought and research, you can reap the商业计划的好处围绕以下问题进行了结构：您是否计划运行基于推荐的业务，或者您会参与完整的营销活动吗？您的业务位置的人口大小是多少？它可以支持你的增长吗？如果没有，你会在哪里追逐你的增长目标？你的经营理念现在会很好地工作，但三年的时间烧坏了吗？
你将如何区分自己？
您是否计划竞争成本，价值或两者的组合？
即使你是唯一一个提供产品的人，你也不会很长。在像我们这样的开放经济中，一个好主意很快被模仿，这意味着市场将会有竞争或很快到达。当竞争发生时，您需要知道什么让您不同，以及为什么这种差异与客户相关。你讨厌吗？如何为产品价格more competitively than the next guy? Do you offer them a superior value? Or a combination of both for a better experience? Depending on the specific good, there is a market for all of the above. It’s your job to know that market, and how you fit into it.
