IV. Customer Analysis
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
Demographic Profile of Target Market
[Company Name] will serve the residents of [company location] and the immediately surrounding areas in a 10 mile radius.
The area we serve is populated mostly by moderate to wealthy homeowners and lead busy lifestyles; as a result, they have both the need for dog kennel services and the means to pay for it.
The precise demographics of the town in which our location resides is as follows:
| Glendale | Highland | |
|---|---|---|
| Total Population | 26,097 | 10,725 |
| Square Miles | 6.89 | 3.96 |
| Population Density | 3,789.20 | 2,710.80 |
| Population Male | 48.04% | 48.84% |
| Population Female | 51.96% | 51.16% |
| Target Population by Age Group | ||
| Age 18-24 | 3.68% | 3.52% |
| Age 25-34 | 5.22% | 4.50% |
| Age 35-44 | 13.80% | 13.91% |
| Age 45-54 | 18.09% | 18.22% |
| Target Population by Income | ||
| Income $50,000 to $74,999 | 11.16% | 6.00% |
| Income $75,000 to $99,999 | 10.91% | 4.41% |
| Income $100,000 to $124,999 | 9.07% | 6.40% |
| Income $125,000 to $149,999 | 9.95% | 8.02% |
| Income $150,000 to $199,999 | 12.20% | 11.11% |
| Income $200,000 and Over | 32.48% | 54.99% |
Customer Segmentation
The Company will primarily target the following customer segments:
- Moderate to Wealthy Homeowners: The area in which the Company will operate has a significant population of homeowners. Many homes have dogs as their pets with limited time to keep up with pet grooming. Even homes with one parent staying at home can have a need for regular dog kennel services from time to time, especially when there are three or more children to care for.
- Wealthy Renters: Many wealthy singles and couples choose to check-in their dogs to dog kennels when they go away for a certain period of time to make sure that their pets are well taken care of. These wealthy renters tend to work long hours at consulting companies, banks, and financial services, and go on business trips and are not able to bring their dogs wherever they go.
