Serve Unique Client Groups

Unique client groups can be served by adapting or tailoring an existing product to meet the special needs of a particular group of potential customers. In some cases, meeting the needs of a unique client group may involve creating a new product especially for them. The needs of these groups could relate to characteristics (left-handed, overweight, disabled), lifestyles (occupation, leisure activities, income, age), owned assets (cars, boats, houses) or other factors.

Some Examples

1. An existing educational, recreational or other community service may be offered in a foreign language to meet the needs of a particular ethnic group.

2. A store was established to supply products for left-handed people.

3. A woman opened a laser-engraving service where boat-owners could bring glasses, dishes, cutlery and other objects and equipment to have them personalized.

How To Do It

1. To find a unique client group you would like to serve:
   • analyse the Yellow Pages to find groups with specific interests, activities or occupations (truckers, sports groups, doctors, brides, seniors);
   • check with your local Canada Business or library for directories of associations;
   • analyse newspaper stories to identify special interest groups;
   • observe unique sections of your city (ethnic areas, for example, or areas with large numbers of retired people or young children);
   • identify groups which live in remote or unique regions; or
   • analyse magazines produced for special interest groups.
   
   

2. Analyse the special needs of a group by studying the unique characteristics of the people and observing their activities.

3. Identify products and services which are not offered to unique groups, or are not well-tailored to their needs.

4. Find products, services, resources or assets that can be adapted to meet a group's special needs, or create new products for a group.

5. Talk to members of the client group to determine whether there is a market for the product or service you have in mind.

Key Questions

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