IV. Customer Analysis
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Demographic Profile of Target Market
[Company Name] will serve the residents of [company location] and the immediate surrounding areas as well as those who work in [company location].
The area we serve is populated mostly by moderate to affluent homeowners; as a result, they have the means to pay for higher quality service.
The precise demographics of the town in which our retail location resides is as follows:
|Target Population by Age Group|
|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%|
The Company will primarily target the following three customer segments:
- Stay-at-home moms: The town has a large population of stay-at-home moms who are active in the school and community. These moms seek massage therapy services on a regular basis. Winning the loyalty of a mother often includes winning the business of her friends. These women are well connected to each other and as such are a prime source of referral business. [Company name] expects to regularly acquire new customers from referrals.
- Professionals: [Company name] is located along a well-traveled commuter route. By offering a convenient location and exceptional service, [Company name] will draw in working men and women.
- Students: There are multiple high schools and a college located in the surrounding area. Students, particularly girls, from these schools will be sure to patronize [Company Name] for massage services.