The document outlines 4 signs that a business may be targeting the wrong customers: 1) Not knowing what customers want as their needs can change over time. 2) Not proactively choosing target customers and instead hoping they will choose your business. 3) Having a target market that is too broad and does not focus on a niche. 4) Facing many direct competitors in an overcrowded market. It provides examples like Blackberry not keeping up with changing demands, Chipotle choosing price-insensitive customers, and Nintendo targeting families over hardcore gamers.

1. Not sure where all your
customers are?

2. You could be targeting
the wrong customer.

3. Here are…
4 SIGNS THAT YOU’RE
TARGETING THE WRONG
CUSTOMER

4. 1
YOU DON’T KNOW
WHAT YOUR
CUSTOMER WANTS

5. Perhaps you used to know
what your customers wanted.
But these things can change.

6. Remember what happened to
Blackberry?

7. 2
YOU DIDN’T CHOOSE
YOUR CUSTOMERS

8. The most successful businesses
don’t hope that their customers
will choose them. They choose
their customers.

9. You can’t just build it and
assume they will come.

10. Fast food chain, Chipotle, has
chosen customers that are
willing to pay more for food and
ignores price sensitive
consumers.

11. 3
YOUR TARGET MARKET
IS TOO BROAD

12. If you target everyone, you’ll
attract no one.

13. Find your niche and focus on it
instead.

14. 4
YOU HAVE MANY
DIRECT COMPETITORS

15. The fewer competitors the
better, so find a market that
hasn’t become crowded.

16. Nintendo has done this by
focusing on younger, casual
gamers and families instead of
the older, more intense
gamers that most companies
target.

17. Not sure if you’re targeting the
right customers? Not sure what
your target market should be?
Find out how we can help at
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