Week 4 Part B: Defining YOUR Target Market

 

     Iomi was an online bakery that closed in 2021, but it still lives on in my sister’s and my memories. Iomi specialized in three products—brownies, cookies, and tres leches dessert—which we sold in various sizes and shapes, offering a choice of 36 different toppings. These products were intended for special occasions such as weddings, birthdays, corporate events, or simply as a sweet treat at home.

Since the bakery was originally created just to earn some extra income, we focused solely on Instagram and WhatsApp. In Colombia, these channels are very effective: potential customers could view our catalog on Instagram—especially in our Stories and Insights—and place their orders via Instagram’s direct messages or WhatsApp.
 


Identifying the Target Market

  1. Demographics
    • Age Range: Primarily young adults to middle-aged individuals (approximately 18–50).
    • Income Level: Middle class and above—people willing to spend on high-quality, customized baked goods.
    • Location: Customers located in urban or suburban areas of Colombia, where online shopping and quick delivery services are common.
  2. Psychographics
    • Lifestyle & Interests: Individuals who value convenience but also enjoy premium, artisanal sweets. They appreciate the ability to customize their orders with unique toppings and presentations.
    • Motivations: Desire for a memorable treat for special occasions or a personalized dessert experience at home.
    • Buying Habits: Comfortable with digital channels (Instagram and WhatsApp) and familiar with browsing and ordering online.
  3. Behaviors
    • Event Planners & Hosts: People organizing weddings, birthdays, or business events—needing visually appealing desserts in larger quantities.
    • Impulse Buyers: Those who spot delicious-looking treats on social media and decide to purchase for personal enjoyment.
    • Gift Givers: Customers wanting a unique present for friends or family.

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