By Jeff Cornwall
These days many entrepreneurs are struggling to find enough customers just to keep the doors open. While survival is the key right now, be careful not to set the stage for a business model that won't be sustainable when the good times return.
Understanding who our target market is and what they want from us as customers, are the keys to developing a brand that customers will remain loyal to over time. It help to create what marketing folks like to call our product positioning. A strong market position can help protect sales over the long-term, even during economic downturns.
Steve McKee reminds us of the importance of a clear target market in our businesses in his recent article in Business Week: (more)
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