The Professional Personal Chef 1 Chapter 7 Identifying Your Market

The Professional Personal Chef2 Potential Clients Demographic information Demographic information –Age –Income –Occupation –Family size –Marital status –Education –Health –Lifestyle

The Professional Personal Chef3 Market Research Define your research Define your research –What information do you want to gather Define the possible market group Define the possible market group –List of potential customers Develop your research Develop your research –How are you going to collect information Conduct a test Conduct a test –Was your information valid and useful Revise as needed Revise as needed Collect your information Collect your information

The Professional Personal Chef4 Gathering Market Data Mail surveys Mail surveys –Survey design Clean and simple Clean and simple Keep it short Keep it short Useful questions yields useful information Useful questions yields useful information Visual appeal Visual appeal Return postage Return postage Possible incentives Possible incentives

The Professional Personal Chef5 Niche Markets Small but profitable segment of a larger market Small but profitable segment of a larger market Total Possible Customers with special needs Niche Market

The Professional Personal Chef6 Possible Niche Markets Medical Medical –Customers with medically required diets Private dinners Private dinners Age Age –Two income families With or without children's With or without children's Baby boomers Baby boomers –Empty nesters Food specific Food specific –Customers on special diets –Weight loss, athletes, temporary medical conditions