ABSTRACT
When selecting a target market, you have to make sure there is a
substantial customer base to justify the choice. For example, if you
decide that you want to focus your wedding business on same-sex
weddings, you should know the facts: Are same-sex marriages or civil
unions legal in your state? How many same-sex marriages or civil
unions have there been in your state since it became legal? Are there
enough couples to support a wedding consultant who focuses on
same-sex weddings? The same series of questions pertains to any
niche group, such as the over-40 market, the cross-cultural market,
and the second marriage market. Once you have drilled down and
answered the questions about your potential clients, you are ready to
develop a marketing plan to reach them.
