

                                 Customers

     [] Who is buying products or services in this category?
        By Demographics: age, income, sex, family, location, occupation
        By Psychographics: lifestyle, motives, needs, interests (sports,
        etc.), purchase history (recent buyers of XXX)

     [] Use information from industry reports, census data, trade journal
     studies, etc.

     [] Include Titles of people who:
        INITIATE the inquiry for your product/service,
        INFLUENCE the decision(s) to buy (and how they influence it),
        DECIDE which product or service to buy,
        PERMIT the purchase to be made (sometimes the decision maker and the
        permitter are the same person, but oftentimes, for example, the CFO
        will sign the paperwork after another manager has submitted his/her
        recommendation).

     [] Knowing exactly who you're selling to is crucial to obtaining
     favorable response from your investors -- they know that all the sales
     talent in the world is wasted unless it's directed to the proper
     person.

The most typical customer for our product/service is someone who is in the
XXX field, and who currently uses XXX (product/service) for XXX
(application, purpose).

It is likely that potential customers are going to be familiar with XXX
(similar products/services, products that your new one will replace, your
type of product) and that they will readily accept our new XXX provided
that we XXX (approach/educate/contact).

Complementary products/services already in use by our customers are XXX
(other products/services that work with yours) and are seen as a tremendous
help in XXX (compelling customers to acquire our product/use our service).

It is easy to understand why the principal buying motives are XXX because
XXX.

     [] What are the principal buying motives for your products/services
     (practical & emotional)?

     [] Ask your customers -- telemarketing, warranty cards, ad inquiries,
     etc.!

     [] How are the key competitors perceived?

     [] How do these people perceive your company and products/services?
     And / or how WILL they receive your (new) product/service?

     [] How sensitive are they to pricing differences?

Corporate Executive
Title:                President, VP Finance, VP Manufacturing,
                      Office Manager, Advertising Manager
Power:                Permitter, Decision Maker, Influencer, Technical
                      Consultant, Initiator
Viewpoint:            Big Picture, Financial, Department, Personal
Position:             (Responsibilities -- daily activities)
Emotional Influences: Status, Power, Empire building
Practical Influences: Saving money, efficiency
Education:            Ph.D. MBA, College, Technical School,
                      High School
Limitations:          Geographical, Purchasing Approval

Housewife
Age:                  35-55
Income:               Fixed
Sex:                  Female
Family:               Full nest
Geographic:           Suburban
Occupation:           White collar / Blue collar family
Attitude:             Early majority

Young Professionals
Age:                  25-35
Income:               Medium to high
Sex:                  Male or Female
Family:               Bachelor or married
Geographic:           Suburban
Occupation:           White collar
Attitude:             Innovator

Young Married Couples
Age:                  35-55
Income:               Medium to high
Sex:                  Male or Female
Family:               Married or no children
Geographic:           Suburban
Occupation:           White collar
Attitude:             Early adapters

Wealthy Rural Families
Age:                  35-55
Income:               High
Sex:                  Male or Female
Family:               Full nest
Geographic:           Rural
Occupation:           White collar
Attitude:             Early majority

Older Couple
Age:                  55-70
Income:               High or fixed
Sex:                  Male or Female
Family:               Empty nest
Geographic:           Suburban
Occupation:           White collar or none
Attitude:             Late majority

Elderly
Age:                  70+
Income:               Fixed
Sex:                  Male or Female
Family:               Empty nest
Geographic:           Suburban
Occupation:           None
Attitude:             Late majority


Case Study

     [] Where possible, succinctly document Customer Case Histories of their
     selection, application and success with your company and product(s).

     [] PURPOSE: Investors and new customers will feel reassured about doing
     business with you.

     [] Customer Case Histories are excellent sales tools for your sales
     force.  Don't neglect this simple and powerful asset.

Customer List

     [] On a separate page, list your customers alphabetically.

     [] If appropriate, state their application of your product/service.
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