The process by which we identify the target market

The ideal customer is at the intersection of three essential things in business:

• resources

• priority

• opportunities.

Resources are about your potential: the company's cash flow, the skills of the people working in your teams, and the results you can deliver every time. Priorities have to do with the essence of your company: the strategy for the next quarter, the steps we take in the next period, and what is urgent and at the same time important. Opportunities have to do with market trends, immediate needs, and value the customer is willing to pay.

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