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Your Customer Profile 

Once you’ve figured out your target market, you’re ready to create a customer profile. 

Creating a customer profile helps you to have a clear picture of the type of person or business you plan to serve.

This information will help you drive your:

We’ll guide you through creating a customer profile in the Reality Check below. Before you get there, take a moment to think about if your customer is a Decision Maker or a User.

Reality Check

Use the questions below to think through key questions about who your customer is.

Who is the primary User of my product/service?

Are the User, Decision Maker, and the Buyer the same person for my product/service? Explain who will serve in each of those roles.

Who influences the buying decision?

Is my business primarily B2B or B2C?

When Businesses Are Your Customers

So, what if you’re selling B2B (business to business)?

Your customer profile will vary depending on whether your customers are businesses (B2B) or consumers (B2C).

While some products or services may only be marketable to other businesses or only to individuals, some may fit both categories. In that case, careful analysis can help you determine which market has the greatest potential.

If your business model is B2B, you will want to collect general market information about the businesses you serve in order to create a customer profile. This type of demographic information can usually be obtained from Stats Canada, Small Business BC, or industry experts.





Marketing a product or service to a business has some major differences from marketing to individuals. In sales to businesses, you may have fewer, larger customers, which can increase your efficiency and profits as well as your risk. Before deciding which customers are the best fit for your product or service, you will want to consider their distinctive aspects.

Demographics and Psychographics

Whether your business is B2B or B2C, you will want to look for demographic and psychographic information. 


Customers may be grouped by similar variables such as:

Generally, Stats Can, government, or industry sources provide demographic information. Studies and trends are usually reported using predetermined variables from these sources. 


Customers may also be grouped by similar psychographic variables such as:

Psychographic variables provide insights into how and why customers buy. 

Although this information is valuable to know, it is harder to collect and find because customers’ preferences change over time and this type of information often must be collected directly from the source. 


Congratulations on really thinking through these tough questions. They will help to direct your surveys to the right people. The information you gather from your surveys will either reconfirm or alter your ideal customer profile. These results will be summarized in your Business Plan – Target Market Tables.