IV. Customer Analysis
This Section's Contents
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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 affluent homeowners who lead busy professional and personal lives; as a result, they have both the need for dog daycare 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:
- Affluent Homeowners: The area in which the Company will operate has a significant population of affluent homeowners. Many families have dogs as their pets, but have obligations which take them away from home for a large portion of every day. Even homes with one parent staying at home can have a need for regular dog daycare services, especially when there are three or more children to care for.
- Affluent Renters: Many professional singles and couples who rent rather than own a home choose to drop their dogs off at dog daycares when they go away for a certain period of time. These renters tend to work long hours, and go on business trips and are not able to bring their dogs wherever they go. Not only does dog daycare ensure that their pets are well cared for, but also provide stimulation and socialization.
