When floating a startup, one of the major decisions is to target the right market. Even the most brilliant idea can flop if it doesn’t find the right market to expand and evolve. 

Packing the wrong market means making efforts for a product or service that simply won’t sell and keep investing money in a business that won’t be scalable. Hence, one should never ignore a vital decision that goes with any startup, and it is choosing the target market.

 In short, when you select the target market, you should focus on certain factors like the customers, their needs and spending capacity, the competitors in the market and the strengths and weakness of your business. Borrow short term or long term to sustain your startup so as to make it viable as the startups often have limited resources. One should focus on picking the right market from the very start and make efforts in that direction.

The target market and customers


Every business needs to define a target audience, and this is because when one sells a product or service to anybody and everybody, a kind of unlimited flexibility gets created. Well, the situation can be problematic in the long run. Such issues and problems can be a litmus test for the entrepreneur and can rule the fate of a startup. This is the reason why most customers are a bit less confident when buying from a startup as they fear that the company might run out of resources and funds, sooner or later.

  • It is essential to know the market, the customer, and make them understand what the startup has to offer. One should visualize what a customer is looking for and focus on their lifestyle and demographic factors. It is essential to understand the targeted audience. Startups often survive as they have identified a problem or need in the market and work towards it. It is all about making life easier for customers.
  • Just locating the right market is not enough. One has to pursue continuous market research to remain ahead of the competition. The marketing strategies should be fine-tuned and updated from time to time based on audience needs. One should follow the current market trends carefully and keep an eye on the competitors to maintain a competitive edge.
  • The size of the market matters and one should ponder if the market is big enough to matter in the long run. The population, GDP, and the number of small businesses is always a distraction in a directly addressable market. Assess if the market is witnessing a dramatic shrinkage or growth as it matters for any startup. Speak to a few locals to get an idea as to how your product or services will sell in the market. You will fare a lot better if you are able to keep a consistent product across countries.
  • Listen to the market you have selected and observe its behavior. Conduct surveys to understand the target market better and know what problems people are facing. Browse online forums or join Facebook groups to listen to the conversations and what problems the buyers are facing.

Don’t just enter any market, thinking that you have a superb idea that is sure to work. Identifying the right target market is the most vital step you need to take when setting up your business. Know your target market and the targeted customers and step in confidently as a valuable solution to their problems.

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Categories: Entrepreneurship