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Define and Design Your Ideal Customer

In taking a product to market, what better place to start than by knowing precisely to whom you are trying to sell? Understand who your ideal customers are, what makes them ideal, and how you can best communicate your company’s value to them.

Leverage your message and approach to the greatest degree possible by really knowing – even designing – your ideal customer. With this Workshop, you’ll explore key questions, such as: Who is your best customer? What makes them your ideal customer/target market? What matters most to them – and how do you communicate your most significant value to them?

In the broadest of terms, marketing programs seek the most effective way to sell a product or service to a specific customer base. Many companies, however, struggle to identify their ideal customer as precisely as necessary, and their marketing efforts consequently suffer. In order to run a successful marketing program, companies must identify – in effect, design – their best customer, for knowing who they ought to target gives focus and direction to their marketing efforts.

In this Workshop, you will identify both who your ideal customers are and why they are ideal. You will understand the mind of customers, see what motivates them and what they require, and learn how your company is suited to meet their needs.

This is one of the three Context Workshops in the Value Prop Method.

Who should attend:

We recommend all Members engage in this workshop. Identifying your Ideal Customer is a crucial step in developing a successful go-to-market initiative. This Workshop, along with the Competition and Market Workshops, establishes the context for your marketing program.


At the end of this Workshop you will know:

  • With what type of company/customer you have the most experience.
  • With whom you can do business and with whom you are best organized to do business.
  • Whose problems you can best solve.
  • Who your Ideal Customers are and why they are ideal.
  • The Objectives, Problems, Challenges, Fears, and Opportunities your Ideal Customers have.

You will also complete the Ideal Customer Design Worksheet and be prepared to communicate what you have learned with team members at your company.

Workshop Format:

The Customer Workshop, as with all Value Prop Workshops, is a four-hour session limited to no more than fifteen Members to ensure a truly interactive and immersive experience. As with all our Workshops, we ask you to come ready to “roll up your sleeves” and work on your most pressing initiative.

  • Participants receive a Workbook.
  • Participants will receive instruction as they update their Workbook with information pertaining to their real initiatives.
  • Participants will work with their peers in this session, discussing approaches and receiving input on their initiative.

Note: participants are not expected to share any sensitive or confidential information and should only share what they are comfortable sharing with a group of business peers.

Prerequisites and Tools:

You will receive the Ideal Customer Design Worksheet via email upon registering for this Workshop. Please invest 20 minutes in reviewing this Worksheet before the Workshop.

This Workshop is led by one of these individuals:

Jose Palomino, Value Prop Interactive CEO

Karen Davis, Value Prop Interactive Chief Operating Officer

Matthew Gorman, Value Prop Interactive Director of Consulting

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