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Customer Segment

My avatar is going to be the owner of a small retail business.

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I think the prototypical customer for my business would be someone in their 50's or 60's, who is trying to realize their dream of opening a small business. All of their kids are out of college and they now have more money to spend on their dreams. Even though they are in the "back nine" of their lives, they view their small business as a new beginning and an opportunity for adventure. They are so "all in" on this idea of starting a small business, that they are changing how they live their lives. I envision that they traded in their Mercedes for a Ford, and they even moved into a smaller house, so they could put as much money in their business as possible. This prototypical customer doesn't have much experience with technology, so I assume they are pretty "outdoorsy". Also, I assume that since they are successful small business owners they have great people skills and being around people. For instance, I'd assume that they would love to sit down with whomever walked into their business and "talk their ear off" for a couple of hours. To demonstrate how "outdoorsy" and people oriented they are, they would probably love reading books like The Old Man and the Sea by Ernest Hemingway or The Adventures of Huckleberry Finn by Mark Twain, and watching tv shows like Shark Tank or Breaking Bad. Although these books and tv shows are about different topics, they share one common theme that my prototypical customer probably likes the most: adventure. I think the most important quality my prototypical customer has the desire to be adventurous. Opening a small business is an adventure. There are going to be ups and downs, and my prototypical customer is going to face these challenges as they come to them.   




                                                               

What We Have in Common

I am not in my 50's or 60's but other than that, I think I am pretty much the same as them. I love being outdoors, talking to people and being adventurous. Even though I don't see myself going out and starting a business now, I can totally see myself starting one later in life once I have more disposable income. I honestly don't think this is much of a coincidence. I think most people who start small businesses have to have these qualities in order to be successful and as someone who would like to start a small business one day, I would also have to have these qualities and attitudes to be successful. I think the main reason we have so much in common is because we are/will be successful small business owners.