2 Business - Customer 1

Lesson Plan 2 - Developing a Customer Profile
Paramount to the success of an entrepreneur is knowing who exactly is most likely to

purchase their product or service. Without an in depth profile of their target market,
any marketing campaign will be lacking in direction and efficiency.
Objective: To understand and be able to apply the concept of market segmentation in order to
develop a complete and useful customer profile.
Day 1 - Local Entrepreneur - The Ice Cream Truck - Susan Sorci-Smith
Class Discussion - Watch video - Making it 212 - Indulgent - - Making it Up North
Class discussion questions: How important is it for The Ice Cream Truck to understand who their
customer is? Can we identify a primary and secondary market for The Ice Cream Truck? What
happens when the truck misses its’ target? Once the customer information is known, how could The
Ice Cream Truck use this information to find more customers?
Group Assignment - Break up into groups of two and go to the Facebook page - Ice Cream Truck
Facebook. Answer the following questions:
1. What are three ways that The Ice Cream Truck uses Facebook to promote their business?
2. How could The Ice Cream Truck improve their Facebook site?
3. Are their groups of customers that The Ice Cream Truck should be targeting?
Class Discussion - Each group shares their answers and are encouraged to continue the discussion
on the discipline and importance on targeting their customers.
Day 2 - The process of market segmentation
Class Discussion - present the slides to the class - Understanding the Marketing Concept and
Identifying Your Customer and ask the students to take notes.
Student Assignment - each student is asked to write a customer profile for The Ice Cream Truck.
Group Assignment - Break up into groups of 2-3. The assignment is to share customer profiles and
come up with one customer profile that the group creates for The Ice Cream Truck.
Class Discussion - Share each group’s customer profile.

Day 3 - Market research day
Student Assignment - Do a search online to determine your targeted geographics, demographics,

psychographics and product benefits. If you had an existing business, you could look at your
database or survey your customers. If you were actually starting the business, you would engage
potential customers and ask them questions. For now, try some searches on the following to get you
going:
● Your competitors -- look at their promotional material to determine who they are targeting. Be
careful not to do exactly the same as you will want to have a unique business.
● Your industry/market segment -- there will likely be industry market research that will help
you to understand your market. An example would be looking for the target audience of a
industry magazine.
● Look at what you do know about who is using your product/service and try to learn more
about their buying habits. For example, if you are selling skateboards, look to see what other
products skateboarders purchase. A simple way to do this is to visit a site like Amazon and
look what the other suggested products are.
You’ll often find existing resources that can help you pull together information about your competition,
your industry, the market segment, and your ideal potential customer. The instructor is available
during research to help you along your way!
Day 4 - Working on slides for customer profile
Group Assignment Get into groups of 3-4 and get feedback on your customer profile from other
students. Ask your group the following questions after showing them your customer profile:
● Are there secondary or niche markets that have not been considered?
● Is the potential market for your product or service large enough?
● Do you need to alter your business idea to best appeal to this audience?
● Should you tailor your product or service in some way to maximize effectiveness?
● How can you target your marketing efforts to optimize reach with the most promising potential
buyers?
Student Assignment
1. After the group has gone through each profile, go to your computer workstation and make a
slide that includes your market segmentation and your final customer profile.
2. After doing this, read this article and include three ideas you have for reaching your target
market in your slides for Day 5. Top 10 Ways to Reach Your Target Audience -
Day 5 - Class presentation on market segmentation leading to your customer profile (2-3)
minutes each.
● Be sure to discuss any secondary target markets or niches that you are considering.
● After giving your presentation, be sure to make any suggested changes to your customer
profile that make sense to you.
Resources:
Web site
Ice Cream Truck Facebook
Youtube/Video
Making it 212 - Indulgent - Making it Up North
Handouts/Slides
Understanding the Marketing Concept and Identifying Your Customer
Top 10 Ways to Reach Your Target Audience - Mary Pomerantz Advertising

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Lesson Plan 2 - Developing a Customer Profile

Paramount to the success of an entrepreneur is knowing who exactly is most likely to

Day 1 - Local Entrepreneur - The Ice Cream Truck - Susan Sorci-Smith

Class Discussion - Watch video - Making it 212 - Indulgent - - Making it Up North

Day 2 - The process of market segmentation

Class Discussion - Share each group’s customer profile.

Student Assignment - Do a search online to determine your targeted geographics, demographics,

Day 4 - Working on slides for customer profile

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