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Chapter 7 Identifying Your Market The Professional Personal Chef
Potential Clients • Demographic information • Age • Income • Occupation • Family size • Marital status • Education • Health • Lifestyle The Professional Personal Chef
Market Research • Define your research • What information do you want to gather • Define the possible market group • List of potential customers • Develop your research • How are you going to collect information • Conduct a test • Was your information valid and useful • Revise as needed • Collect your information The Professional Personal Chef
Gathering Market Data • Mail surveys • Survey design • Clean and simple • Keep it short • Useful questions yields useful information • Visual appeal • Return postage • Possible incentives The Professional Personal Chef
Niche Markets • Small but profitable segment of a larger market Total Possible Customers Niche Market Customers with special needs The Professional Personal Chef
Possible Niche Markets • Medical • Customers with medically required diets • Private dinners • Age • Two income families • With or without children's • Baby boomers • Empty nesters • Food specific • Customers on special diets • Weight loss, athletes, temporary medical conditions The Professional Personal Chef