Welcome to designing your value creation model! Before opening any local business, you need to know exactly which community members will become your first customers.
Most local entrepreneurs say "everyone in town needs this!" But successful neighborhood businesses start with one specific segment of their community.
Engagement Message
Who do you think is more likely to succeed: someone targeting "everyone" or someone targeting "busy parents"?
Here's why being specific matters: when you say "everyone in town," you end up speaking to no one. Your marketing becomes generic and your storefront tries to please every neighbor.
But when you know exactly which community members you're serving, everything becomes clearer and more focused.
Engagement Message
Name one local business you know that clearly targets a specific neighborhood group.
Your first customers are called "early adopters." These aren't just any customers - they're community members who feel your problem most intensely and are willing to try new local solutions.
Early adopters become your biggest advocates and help you improve your offering before expanding to other parts of town.
Engagement Message
List one reason someone might be more willing to try something new.
Let's look at a local coffee shop example. Instead of targeting "people who drink coffee," they focused on "remote workers in the downtown district who need reliable wifi and a quiet workspace away from home."
See the difference? The second description tells you exactly who they are, where they live/work, and what community need they face.
Engagement Message
Which of the two descriptions just discussed would guide better local marketing messages?
Type
Multiple Choice
Practice Question
Let's practice identifying specific vs. broad community customer descriptions. Which option shows a more focused local target customer?
