You need people willing to buy your product or service to create a successful business. This makes identifying potential customers an essential step.

Building a customer profile is useful to segment and target the people most likely to adopt your idea first (early adopters) or end up as paying customers. The situation, characteristics, and behaviours of your ideal customer will assist you in exploring what it is about your idea that most engages your audience – and will help you sell to them more effectively.

It helps to be specific now, but don’t worry if this evolves later.