Please answer the following questions to help you define who your customer is:
- Are your beneficiaries able and willing to pay for your product?
If not, is there someone connected to the beneficiary who is willing and able to pay? (e.g. relatives, parents willing to pay for their children etc).
- Who is that person? Why are they willing to pay for services to support the beneficiary?
If there is no private other group that springs to mind, how about government? Does your venture tackle a societal problem that the government might be willing to pay for?
If the government is not necessarily a customer, which other groups can you think of that might be a customer for you? For example, would companies be willing to be your customer as a form of sponsorship?
Once you’ve identified potential customers for your social business, please try and be as specific as possible in describing those customers. For example: where are they located, what is their budget, who are examples of potential customers, can you describe an ‘ideal’ customer profile?