Think of the people who buy your product most often or those people who have a problem that your product or service can solve. Your ideal customers may be of a certain age, gender or income level.  Determining who your ideal customer is will shape all of your marketing efforts for your product. In order to get the most out of your marketing budget, target your ideal customers. You can determine you ideal customer through the client data you keep on your product sales. You can also survey your clients or analyze research generated by competitors in your industry. For example, if you sell outdoor technology equipment, your ideal customer might be a male or female between the ages of 25 and 50 years old, as these people are both more active than older people and have more disposable income that younger people. In addition, you estimate that your ideal customer lives in the western US, as people there spend more time outdoors than those in other parts of the country, and has an upper level or high level of income, as your outdoor equipment is relatively expensive. Consumers have problems that they want to solve. If you work with clients in a particular industry, use your customer knowledge to find a problem you can address.  Research a product idea. Many businesses develop great products that relate to other successful products they sell. Think about why customers use your existing products. You may be able to solve another problem that is slightly different. Say, for example, that customers tell you that they need a durable cell phone charger that will hold up if dropped or exposed to extreme weather. To solve this problem, you create a charger that is weather-proof and shock-proof. Hikers and bikers try your phone charger and like the results. Once you've identified your ideal customer and solved his problem with your product, you can think about the components of your marketing. Think broadly about what you need to do to market your product.  You'll need to plan a price for your product. Determining a price depends on customer demand for your product, and competitors in your industry. If you don't face much competition and see high demand for your product, you can charge a higher price. Customers may be very sensitive to the price you place on a product. Think about how you will package your product and how the packaging fits in with your brand image. You may, for example, create packaging using the same colors and company logo that you use for all of your other products. This consistent use of your brand image will help clients remember your brand. Consider how customers will contact your business, order your product and receive what they order. The entire process needs to work efficiently. You need to have a responsive customer service department that will fix any problems a customer may encounter.
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