Template:BPB6A

                                Customers

    [] Who is buying products or services in this category?
       By Demographics: age, income, sex, family, location, occupation
       By Psychographics: lifestyle, motives, needs, interests (sports,
       etc.), purchase history (recent buyers of XXX)

    [] Use information from industry reports, census data, trade journal
    studies, etc.

    [] Include Titles of people who:
       INITIATE the inquiry for your product/service,
       INFLUENCE the decision(s) to buy (and how they influence it),
       DECIDE which product or service to buy,
       PERMIT the purchase to be made (sometimes the decision maker and the
       permitter are the same person, but oftentimes, for example, the CFO
       will sign the paperwork after another manager has submitted his/her
       recommendation).

    [] Knowing exactly who you're selling to is crucial to obtaining
    favorable response from your investors - they know that all the sales
    talent in the world is wasted unless it's directed to the proper
    person.

The most typical customer for our product/service is someone who is in the XXX field, and who currently uses XXX (product/service) for XXX (application, purpose).

It is likely that potential customers are going to be familiar with XXX (similar products/services, products that your new one will replace, your type of product) and that they will readily accept our new XXX provided that we XXX (approach/educate/contact).

Complementary products/services already in use by our customers are XXX (other products/services that work with yours) and are seen as a tremendous help in XXX (compelling customers to acquire our product/use our service).

It is easy to understand why the principal buying motives are XXX because XXX.

    [] What are the principal buying motives for your products/services?
    (practical & emotional)

    [] Ask your customers - telemarketing, warranty cards, ad inquiries,
    etc.!

    [] How are the key competitors perceived?

    [] How do these people perceive your company and products/services?
    And / or how WILL they receive your (new) product/service?

    [] How sensitive are they to pricing differences?

Corporate Executive Title: President, VP Finance, VP Manufacturing,

                     Office Manager, Advertising Manager

Power: Permitter, Decision Maker, Influencer, Technical

                     Consultant, Initiator

Viewpoint: Big Picture, Financial, Department, Personal Position: (Responsibilities - daily activities) Emotional Influences: Status, Power, Empire building Practical Influences: Saving money, efficiency Education: Ph.D. MBA, College, Technical School,

                     High School

Limitations: Geographical, Purchasing Approval

Housewife Age: 35-55 Income: Fixed Sex: Female Family: Full nest Geographic: Suburban Occupation: White collar / Blue collar family Attitude: Early majority

Young Professionals Age: 25-35 Income: Medium to high Sex: Male or Female Family: Bachelor or married Geographic: Suburban Occupation: White collar Attitude: Innovator

Young Married Couples Age: 35-55 Income: Medium to high Sex: Male or Female Family: Married or no children Geographic: Suburban Occupation: White collar Attitude: Early adapters

Wealthy Rural Families Age: 35-55 Income: High Sex: Male or Female Family: Full nest Geographic: Rural Occupation: White collar Attitude: Early majority

Older Couple Age: 55-70 Income: High or fixed Sex: Male or Female Family: Empty nest Geographic: Suburban Occupation: White collar or none Attitude: Late majority

Elderly Age: 70+ Income: Fixed Sex: Male or Female Family: Empty nest Geographic: Suburban Occupation: None Attitude: Late majority

Case Study

    [] Where possible, succinctly document Customer Case Histories of their
    selection, application and success with your company and product(s).

    [] PURPOSE: Investors and new customers will feel reassured about doing
    business with you.

    [] Customer Case Histories are excellent sales tools for your sales
    force.  Don't neglect this simple and powerful asset.

Customer List

    [] On a separate page, list your customers alphabetically.

    [] If appropriate, state their application of your product/service.

�