Choose Your Customer

In order to hone your value proposition and choose different components of value, you will need to clearly identify who your customer is. As we discovered with Marco's fruit stand, he has chosen a customer who is willing to pay (a little bit) more for the "best tasting fruit" in the area. When starting his fruit stand, he identified a customer demographic that preferred high-end organic fruit. This customer would drive past several other fruit stands to fill their need for the best tasting and nutrient-rich fruit. This customer looks for shops that constantly innovate and offer the latest and greatest products.

Marco excels and differentiates from the other fruit stands through his rigorous approach to delivering the best product...period. Marco knew he had a customer that would love this value proposition. He says, "Customers who are looking for a low price or lots of selection don't come here. They go down the street, and that is fine with me."

CHOOSE YOUR CUSTOMER