“Be thou diligent to know the state of thy flocks, and look well to thy herds.” — Proverbs 27:23
Lesson
What You Will Learn
- Explain why a business cannot market to everyone
- Describe an ideal customer profile
- Identify your customer's problem, values, and habits
- Gather customer information through simple, respectful research
Lesson Notes
Not Everyone Is Your Customer
A message aimed at "everyone" speaks clearly to no one. A small budget must focus on the people most likely to need what you offer. Focus does not mean turning others away.
The Ideal Customer Profile
- Who: age range, life stage, work, family.
- Where: where they live, shop, worship, and spend time.
- Problem: what frustrates them that you can help with.
- Values: price, speed, quality, trust, or convenience.
- How they decide: who they ask for advice.
Meet Keisha's Customer
Keisha plans a home-based natural hair care business. (Keisha is a composite example.) Her ideal customer is a working mother, 25 to 45, who wants long-lasting styles, cannot spend all Saturday in a salon, and asks friends at church for recommendations. So Keisha offers evening appointments and starts with word of mouth at church.
Simple Customer Research
Ask people and listen: What do you do now when you need this? What frustrates you? What would make you switch? What would you expect to pay? Never collect personal details you do not need.
Key Terms
| Item | Details |
|---|---|
| Ideal customer | The specific person a business is best suited to serve |
| Customer profile | A written description of the ideal customer's life, problems, and habits |
| Target market | The group a business focuses its marketing on |
| Customer research | Asking and observing to learn what customers need |
In-Class Activities
Draw Your Customer
Sketch a simple figure for your ideal customer (stick figures are fine). Around it, write who they are, where they spend time, their problem, what they value, and who they ask for advice.
Listening Interviews
In pairs, ask the four research questions about your partner's business idea. Write down the answers without arguing or selling.
Assignment: Ideal Customer Profile
Complete a one-page profile:
- Give your customer a composite first name and describe them.
- The main problem your business solves for them.
- Three things they value and where they spend time.
- Three research questions you will ask real customers after release.
Graded with the Module Assignment Rubric.
Reflection Journal
Proverbs 27:23 tells us to know the state of our flocks. Jesus knows His sheep by name. What would it look like to truly know and care about the people your business will serve, not just their money?
Prayer focus: Ask God for a heart that sees and understands the people you will serve.
Weekly Reading & Devotions
Knowing the Flock
A shepherd in Bible times knew each sheep: which one limped, which one wandered, which one needed extra care. Proverbs 27:23 tells us to know the state of our flocks. A business owner who knows her customers can serve them far better than one who guesses.
When you say your customer is "everyone," you end up speaking to no one. Focusing on one ideal customer helps you choose the right words, prices, places, and hours. It also helps you notice needs others miss.
Lorraine wanted to start a meal-prep business. (Lorraine is a composite example.) When she listened to women at her church, she learned that many older members struggled to cook after surgeries or as they aged, and their adult children lived far away. Her ideal customer became the adult child who wanted a parent to eat well. Her whole approach changed.
Listening is a form of love. When you ask good questions and really hear the answers, people feel valued, and you learn what they truly need.
Think About It
- Who is the one person your business is best suited to serve? ______________________
- What did you learn from listening this week? ______________________
- How can listening become a habit in your business and relationships? ______________________
Daily Devotions for Week 2
Know the Flock
Be thou diligent to know the state of thy flocks, and look well to thy herds.— Proverbs 27:23 (KJV)
Diligent owners know the people they serve. Knowing your customer is a kind of care.
Reflect: What do you still need to learn about your customer?
Pray: Lord, make me diligent to know those I serve.
Do: Write three questions to ask a future customer.
Known by Name
I am the good shepherd, and know my sheep, and am known of mine.— John 10:14 (KJV)
Jesus knows you completely and loves you. Being known is a gift we can offer others too.
Reflect: How does it feel to be fully known by Jesus?
Pray: Good Shepherd, thank You for knowing me.
Do: Learn something new about someone near you.
Swift to Hear
Let every man be swift to hear, slow to speak, slow to wrath.— James 1:19 (KJV)
The best research is listening. Speak less, hear more, and you will understand more.
Reflect: When is it hardest for you to listen?
Pray: Lord, make me swift to hear.
Do: In one conversation today, ask a question and just listen.
Drawing It Out
Counsel in the heart of man is like deep water; but a man of understanding will draw it out.— Proverbs 20:5 (KJV)
People's real needs are often beneath the surface. Good questions draw them out.
Reflect: What deeper need might your customer have?
Pray: Lord, give me understanding to draw out what is in people's hearts.
Do: Practice one open question with a classmate.
Moved With Compassion
But when he saw the multitudes, he was moved with compassion on them, because they fainted, and were scattered abroad, as sheep having no shepherd.— Matthew 9:36 (KJV)
Jesus saw people's weariness and was moved. A business with compassion sees people, not just sales.
Reflect: Who around you seems weary or scattered?
Pray: Lord, give me eyes of compassion.
Do: Pray for the people your business will serve.
Module Quiz
- 1.
Why is "everyone" a weak answer to "Who is your customer?"
- 2.
Which belongs in an ideal customer profile?
- 3.
The best attitude during a customer interview is to:
- 4.
Focusing on an ideal customer means refusing service to everyone else.
- 5.
List three questions you could ask a potential customer.