I’m going to start with the big gun – because Clayton Christensen says so! Okay, that is not exactly right but if you believe he’s right about segmenting customers by “jobs-to-be-done” – it means you need to know who those customers are who will “hire” your product. The bottom line is to be successful at launching new products you need to know the problem you are solving and FOR WHO!
Here are 5 reasons why you need to know who the target market is:
1) Determine how big the market is (read: revenue potential)
2) Find customers to talk to and test with (to get the experience right, understand their expectations)
3) Your tech build (what’s first: web, mobile, tablet, smartphone)
4) How you will market to/reach them (where are they, what interests them)
5) Content has to align with needs/expectations (once you know what they expect you can make better decisions about what you are providing)
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