To build a solid foundation for any business, you must first identify your typical consumer and customise your marketing based on them. Today businesses are as competitive as ever and having a well-defined target market is vital. No one can afford to target everyone; small businesses can effectively compete against larger companies by targeting a niche market. Many businesses define their target market as "anybody who is interested in my product or service."

This is way too broad! Targeting a specific market does not mean at all that you have to exclude consumers that do not fit your criteria from purchasing your products or services. More precisely you just have the opportunity to focus your marketing and brand message on a more specific market which is more likely to buy off you than other markets. This is a much more efficient and affordable way to generate business and reach potential clients.