CHAPTER 2: IDENTIFY YOUR CUSTOMER BASE
Part of your market research consists of identifying those people who are most likely to buy what you have to offer. Many beginners mistakenly think that “everyone” will want to buy their crocheted items, which is never true for any product. If you specialize in lace table runners, for example, you can’t realistically expect these items to appeal to consumers who prefer, say, art deco, or African motif. On the other hand, people who lean toward country or Victorian décor are probably prime potential customers for you, because lace table runners are likely to fit in nicely with their decorating style.
To ensure the success of your crochet business, you’ll need to define your customer base by identifying potential buyers and gathering specific information about their likes, dislikes, and purchasing habits. You can go about this in one of two ways: identify the market for the things you like to crochet or identify what you could crochet for a specific market. For example, there is a significant distinction between crocheted dolls, and Amigurumi. Further research tells me, that Amigurumi is a Japanese method of crocheting tiny characters. It’s not only very big with children and teens, adults who read Manga, and/or watch Anime also collect these cute critters as well. So, if I did sell only Amigurumi, I would not do very well in a Fine Arts & Crafts pavilion, however, at a Fall Festival at the local school would be a massive hit, or, even better, setting up a booth at an Anime/Manga Convention, like ComiCon.
To pull together enough information to identify a target customer base, you will probably need to turn over and examine several market-research stones.
2.1 WHO ARE MY POTENTIAL BUYERS?
With some amateur snoop work (such as talking with fellow crocheters, visiting consignment shops, skimming magazines, and surfing the internet) you should be able to put together a profile of the type of buyer who is just waiting to pay you the asking price for the privilege of taking home one of your crocheted creations. Here are a few clues to uncover in your customer investigation:
• Who might buy the things I crochet? Consumers? Retailers? Pattern Publishers? What types of individuals within each category are most likely to buy what I crochet?
• What are the demographics of my potential customers: age, gender, geographic area, income level, profession, personal interests?
• How do potential buyers typically purchase crocheted and other craft items?
• In what ways do the styles of potential buyers resemble and differ from that of my creations?
• What items do potential buyers need and want that I could provide?
• What price range are potential buyers willing and able to pay for items similar to what I crochet?
2.2 WHERE WILL I MARKET MY PRODUCTS?
__ Art Galleries
__ Arts & Crafts co-ops
__ Bazaars/flea markets
__ Classified ads
__ Consignment shop
__ Craft malls
X Craft shows
__ Community bulletins/directories
__ Gift shops
X Holiday/ seasonal boutiques
__Home shows
__ Internet directories
__ Kiosks (malls, outdoor markets, shopping centers)
__ Mail order
__ Novelty/specialty shops
__ Referrals/word of mouth
__ Special order
__ Telephone directory
__ Tourist attractions/shops
X Web site
__ Yard/garage sales
Part of your market research consists of identifying those people who are most likely to buy what you have to offer. Many beginners mistakenly think that “everyone” will want to buy their crocheted items, which is never true for any product. If you specialize in lace table runners, for example, you can’t realistically expect these items to appeal to consumers who prefer, say, art deco, or African motif. On the other hand, people who lean toward country or Victorian décor are probably prime potential customers for you, because lace table runners are likely to fit in nicely with their decorating style.
To ensure the success of your crochet business, you’ll need to define your customer base by identifying potential buyers and gathering specific information about their likes, dislikes, and purchasing habits. You can go about this in one of two ways: identify the market for the things you like to crochet or identify what you could crochet for a specific market. For example, there is a significant distinction between crocheted dolls, and Amigurumi. Further research tells me, that Amigurumi is a Japanese method of crocheting tiny characters. It’s not only very big with children and teens, adults who read Manga, and/or watch Anime also collect these cute critters as well. So, if I did sell only Amigurumi, I would not do very well in a Fine Arts & Crafts pavilion, however, at a Fall Festival at the local school would be a massive hit, or, even better, setting up a booth at an Anime/Manga Convention, like ComiCon.
To pull together enough information to identify a target customer base, you will probably need to turn over and examine several market-research stones.
2.1 WHO ARE MY POTENTIAL BUYERS?
With some amateur snoop work (such as talking with fellow crocheters, visiting consignment shops, skimming magazines, and surfing the internet) you should be able to put together a profile of the type of buyer who is just waiting to pay you the asking price for the privilege of taking home one of your crocheted creations. Here are a few clues to uncover in your customer investigation:
• Who might buy the things I crochet? Consumers? Retailers? Pattern Publishers? What types of individuals within each category are most likely to buy what I crochet?
• What are the demographics of my potential customers: age, gender, geographic area, income level, profession, personal interests?
• How do potential buyers typically purchase crocheted and other craft items?
• In what ways do the styles of potential buyers resemble and differ from that of my creations?
• What items do potential buyers need and want that I could provide?
• What price range are potential buyers willing and able to pay for items similar to what I crochet?
2.2 WHERE WILL I MARKET MY PRODUCTS?
__ Art Galleries
__ Arts & Crafts co-ops
__ Bazaars/flea markets
__ Classified ads
__ Consignment shop
__ Craft malls
X Craft shows
__ Community bulletins/directories
__ Gift shops
X Holiday/ seasonal boutiques
__Home shows
__ Internet directories
__ Kiosks (malls, outdoor markets, shopping centers)
__ Mail order
__ Novelty/specialty shops
__ Referrals/word of mouth
__ Special order
__ Telephone directory
__ Tourist attractions/shops
X Web site
__ Yard/garage sales
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