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Part 2

Describing Your Marketplace

IN THIS PART …

We help you scan the business environment and determine the best fit for your business. We take a hard look at your industry to see what it takes for you to be successful, and we get you prepared for business opportunities and threats that come your way.

We look at how you can divide your customers into groups with similar needs and wants so that you find it easier to identify and communicate with them.

We spend time talking about ways to get better acquainted with your customers — figuring out what motivates them, how they make choices, and what makes them keep coming back.

Finally, we talk about your competitors — who they are, what they’re up to, and how you can plan to compete against them and win.