IV. Customer Analysis
This Section's Contents
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Demographic Profile of Target Market
[Company Name] will serve the community residents of [Location] and its surrounding areas.
The community is full of sports and exercise enthusiasts. As a result, local community centers and gyms around the city are usually packed day in and day out. [Company Name] will market to these enthusiasts by promoting the variety of amenities that the facility offers.
A demographic profile of the area is as follows:
| Wilmette | Winnetka | |
|---|---|---|
| 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
Though everyone is welcome to use the amenities at [Company Name], we will primarily target three customer segments:
- Sports teams: Local sports teams are often looking for available courts for practice. Currently, there are few options in the [Location] area, which means that teams don’t have adequate resources to practice. [Company Name] will provide a supply for this demand.
- Low-income individuals: Many residents who earn under the local median salary struggle to afford memberships at expensive gyms. [Company Name] will offer a significant discount for anyone in this income bracket so that no one feels priced out from their favorite activities.
- Families: Even in the digital age, sports are a great way to bring the family together. We will market particular services that will entice families, such as the ability to rent courts in hourly increments and discounts on family passes.
