Individual, Business, or Both?
| Customer type | Describe them by |
|---|---|
| Individuals | Age range, location, work or daily life, needs, habits, how they like to pay |
| Businesses | Type and size of business, location, who decides to buy, what they need, how they pay |
How to Build a Customer Profile in 5 Steps
1. Say who they are
Individuals, businesses, or both — and where they are.
2. Describe their need
What problem do they have that you solve? Use your problem statement.
3. Describe their habits
When and how often do they buy? Where do they look for products like yours?
4. List what stops them from buying
Price, trust, distance, habit, or not knowing you exist. Each barrier needs an answer in your plan.
5. Group similar customers
If you have different kinds of customers, split them into groups (often called segments) and choose one main group to focus on first.
Customer Profile Example (Illustrative)
Who and where: office workers aged about 22–45, working within a 10-minute walk of the shop.
Need: a fast, fresh breakfast on the way to work.
Habits: buy between 7:00 and 9:00, about three times a week, often pay by phone.
What stops them: queues, unknown brand, price compared with the supermarket.
Other groups: small offices ordering for meetings (second group, later).
Common Mistakes
- "Our customer is everyone." Then your marketing speaks to no one.
- Guessing. Talk to real people who fit the profile.
- Ignoring barriers. Knowing why people do not buy is as useful as knowing why they do.
Where It Fits in Your Business Plan
Your customer profile, buying barriers, and customer groups belong in the Market Analysis section. Your main group then guides your marketing plan.
Frequently Asked Questions
What is a target customer?
The type of person or business most likely to buy from you.
How do I describe my target customer?
Say who they are, where they are, what they need, how and when they buy, and what might stop them from buying.
What is customer segmentation?
Splitting customers into groups with similar needs, so you can choose which group to focus on first.
Can I have more than one target customer?
Yes, but choose one main group to focus on first. You can add other groups as you grow.
Build your plan with Founderplat
Founderplat walks you through all eight sections, one small step at a time, with tips and examples for every part.
Get the app on Google Play