Getting a Business Started, Part Two: Customers

Posted by admin     Category: Business Talk, Starting Up


You know what you like to make, but do you know who your target audience is?

This might sound like a ridiculous question. You might be thinking, “I make beaded jewelry, so anyone who likes beaded jewelry is my target audience.” If this is what’s going through your head, you have much to learn.

We’ve kind of begun the series with an imaginary seller of handmade jewelry, so I’ll keep that example all the way through the articles, but what I’m writing about is going to apply no matter what you make. So just go with it, and apply what I’m discussing to your own craft.

By all means, if you have questions, please ask them in the comments section! That way everyone can learn from your question (including me).

So, back to our Crafter. Let’s assume the items are of good quality, visually appealing, made by someone who knows their technique pretty well. Our Crafter is a nice person who enjoys stringing beads, making bracelets, earrings, and necklaces.

You know, I feel we’ll need a name, so I’ll just grab one out of the hat and go with Marla. And now we can properly speak of her in the third person. Ah, literary devices!

Marla has come in my store with a box of handmade stuff. I don’t have time for her, because it’s a very busy day, tons of customers, and on top of that I’ve just got in a shipment of magick widgets that have to be entered in the computer, priced, and put on display. So I ask her to briefly describe what all she has there in the box, so I can determine if I want to take her card and try to look at her website from my phone the next time I have a minute.

Marla says, “beaded jewelry.” I ask her what kind of beaded jewelry. “Natural stones,” she replies. Okay, that’s pretty good, I like natural stones.

“Who’s the target audience?” I ask, because maybe I have too much of one kind and need to diversify, the season’s changing, the moon is in outer space, or some other vaporous reason of my own. “Do you have a specific style? What age group people would like your stuff?”

Marla looks like a deer caught in the headlights. “I use natural stones, so people who like natural jewelry–”

And she’s thinking, “I make nice stuff, everyone will love it, what a stupid question.” Read more…