The E-Myth Mastery Program Your Most Probable Customer The E-Myth Mastery Program

Module 2: E-Myth Marketing Fundamentals Module 2: E-Myth Marketing Fundamentals

Business Development Process: MK-0010 Business Development Process: MK-0010
Page 1

Your Most Probable Customer

Product-Market Grid Worksheet Identifying your target markets
“It’s not a market. It’s people.” – Anonymous
Step 3: Prioritize the
product-market sets in

Marketing starts with the customer.

order of their potential.

No, that’s not quite right. Everything starts with the customer.
Everything about your business has to be focused on providing
products, services, and communications that draw customers to
you, satisfy them, and bring them back to you again and again.
It’s no exaggeration – your business lives and dies on its ability
to attract and satisfy customers.
The foundation of your marketing strategy is an insightful
understanding of your customers. It’s a “three-legged stool” –
Step 2: Based on your company’s
Strategic Objective, estimate the
potential for each product-market set to
contribute to its achievement,
making notations in the appropriate

who they are, where they are, and how they think and behave; or,
more formally, demographics, trading area, and psychographics.
This business development process focuses on the first leg of the
stool – who your customers are.

Target Marketing and the Need for Focus

“Market” is a generic word used to describe any grouping of
people or organizations who are or might become customers
for your products and services. But not everyone is a customer
for your products. Your products are perfect for some kinds of
cell.

people, completely inappropriate for other people, and so-so

for others.
If you had the ability to “target” only those who are most likely
Step 1: List your company’s products
down the left side, and the markets
(types of customers) your company
serves across the top. If you need more
room, make copies of the worksheet or

to buy – your most probable customers – think how successful

your business could be! You could direct all your marketing
efforts specifically to people who are likely to buy, rather than to
a wide spectrum of people, many of whom are not likely buyers.
The first step in developing your marketing strategy, then, is to
construct a larger one.

identify your target market. And that’s what this booklet is all
about. You’re going to look at your overall market and identify
its various subgroups, or “market segments” as they are called.
PRODUCTS
MARKETS

Then you’re going to evaluate them and select the market

segment which will produce the best results for your business
(that’s your “primary market segment”) and any other market
segments that will produce desirable results (those are your
“flanker market segments”).
Before we get into “market segmentation,” think for a moment
about how you describe a market segment. What enables you to

Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide. mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
The E-Myth Mastery Program Your Most Probable Customer
Module 2: E-Myth Marketing Fundamentals
Business Development Process: MK-0010

Central Demographic Model Worksheet

Make copies of this worksheet to list the descriptions of the Central Demographic Model for each
product-market set.

Demographic Profile for: _________________________________________________________________________

(product-market set)
For people:
Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Gender . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Occupation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Employment status . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Marital status . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Family status . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Race . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Ethnicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Physical characteristics . . . . . . . . . . . . . . _______________________________________________________________________

For organizations (if applicable, list organizational characteristics associated with target-market individual.):
Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Product line(s) . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Size of Business . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Type of Business . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Location(s) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Geographic coverage . . . . . . . . . . . . . . . . . _______________________________________________________________________
Financial Status . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
_______________________________________ _______________________________________________________________________
_______________________________________ _______________________________________________________________________
_______________________________________ _______________________________________________________________________

Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
The E-Myth Mastery Program Your Most Probable Customer
Module 2: E-Myth Marketing Fundamentals
Business Development Process: MK-0010 Your Most Probable Customer
Identifying your target markets
SNAPSHOT
Customer Demographics Questionnaire The E-Myth Mastery Program
Module 2: E-Myth Marketing Fundamentals
Business Development Process: MK-0010

Use this sample questionnaire to gather demographic information from your customers and/or “It’s not a market. It’s people.”
prospective customers.
Definition:
Overview
Say to the customer: Marketing starts with the
customer.
“Hello. We’re gathering information to help us better understand our customers and
prospective customers. Would you help by answering a few brief questions about Effective marketing
depends on identifying
yourself? Your answers will be confidential and you won’t be contacted by anyone as a
the customers and
result of giving us this information.” prospective customers
who will produce the
If yes, continue. If no, thank the person, write “refused” at the top of the page, and move on to the best results for your
next person. business, then focusing
your marketing activities
Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ on them. It’s called
“target” marketing.
Gender . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Your most probable
Occupation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ customer – your primary
target market – is the
Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ focal point of your
marketing strategy. By
Employment status . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ dedicating your business
to the satisfaction of that
Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
customer, you set the
stage for success in the
Marital status . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ market, financial well-
Family status . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________ being, and competitive
advantage.
Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Race . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Ethnicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _______________________________________________________________________
Physical characteristics . . . . . . . . . . . . . . _______________________________________________________________________
______________________________________ _______________________________________________________________________ Target marketing isn’t
as easy as it looks!
______________________________________ _______________________________________________________________________
– Anonymous
Key Points
Key Points Characteristics
Central Process for
included in a Model
Demographic Identifying Your
Market “segmentation” is Central Demographic
Characteristics Target Markets
the process of grouping
your customers and
prospective customers For people:
Set Up Product-
Age
according to their common Market Grid for Your
characteristics, and Gender Business
Occupation
targeting the segments that
Household income
produce the best results for
Employment status List Products or
your business.
Education Services on One
The product-market grid is a Marital status Axis of the Grid
tool for market segmentation
Family status
that takes into account your Location List Customer
customers’ view of the Race Types on the
product, as well as the Ethnicity Other Axis
characteristics of customers Physical
in the market segment. characteristics
A target market segment
Fill In Sales, Units
For organizations: Sold, and Profit
is one that has a high
Industry Margins for Each
probability of purchasing Segment
your products and for which Product line(s)
Size of business
you have selected for
focused marketing activities. Type of business Designate Primary
Location(s) Target Market and
Your most important target Geographic coverage Flanker Markets
market is your “primary” Financial status
target market. Other, less
important target markets are Create Central
called “flanker” markets. Demographic Model
A market segment is best for Primary and
Flanker Markets
described in terms of its
demographic characteristics
in the form of a Central
Demographic Model, or
CDM.

Thank the person for his/her time and cooperation, fill in the information below, and move on to
the next person.

Did this person make a purchase? Yes No

A Business Development Publication of
If so, what was the amount of the purchase? $ _________________
What was purchased? ________________________________________________________________________________________ E-Myth Worldwide
Putting the Pieces Together
Today’s date: _________________________________
Santa Rosa, California, USA
Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be
reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any
Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or information storage and retrieval system, without permission in writing from E-Myth Worldwide.
mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.