MARKETING: HOW MANY CLIENTS?
I can now proceed to
the next stage of my market survey.
"How many customers are
there in my market?"
many sources of information:
One of the best and the
easiest to use is City Hall.
They can tell me how many men, women
and schoolchildren there are
in the city. They can also provide me with global evaluation of homes, by
ward, which I can transpose to
my map. This will
give me an idea of the financial status within my market.
The next source of
information is my closest public library and the librarians who work there.
To properly use their
services I will clearly write out what I want
to know about my market,
based on my definition of my customer. If
customer is everybody without exception, I will look for total
population statistics in my market. If it
is only men or women, these same
publications will also give me this information, as well
as age groups, income levels or general
types of occupation. This is where
librarians can really help me find the data I need, to
determine the size of my market. If the
information is not available, the
librarian will offer suggestions where it can be found.
If I define my future client (his profile) properly, I can
librarian where I can find the necessary publications and
me to other sources of information on my future client.
- Other sources of information include Newspaper reference
there is a
central file kept at these centres, where every
ever written about in the newspaper can be consulted.
Usually use of this file is
either free or for a very low fee.
- There are also
computerized, government and privately owned Data
Banks. These may be exploited on a fee basis. The fee is usually
structured according to the location of
the information, its size and
complexity. Before going to these services, the question of
"how much" might prevent unpleasant surprises, when the bill
- Associations, professional
or otherwise, may also be information
sources. Local and regional
clubs such as the Rotary club, the
Associations and the various Chambers of
located in the municipalities, within my market.
- Finally, reference I may
get from various people I talk to in the
course of my research becomes important input. These references
and of course my own hard work are
probably the most important benefits of my research and these are
side effects of finding the information I needed in the first place.
These people can
develop into a network of information that,
throughout my business
life, can provide me with the means of
checking out a new
idea, discover what my competitors are doing an
how, verify rumors, or just to ask advice from a non-competitive
but objective source. These contacts will be priceless later on
when I start my new business.