Boutique Karma

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Biz Works – Week 2 – My Ideal Customer April 8, 2010

So my week 2 (or your day 2) of the Lounge of Commerce’s “7 days to Awesome”  has me looking inwards to find my ‘ideal’ customer. The people I see myself reaching for with my products. For the sake of this exercise I’m looking mainly at my Cafe brand of the Boutique Karma line, although I’m sure I could stretch most of it to my Spa line as well.

Who is it that I see buying my stuff? Why does it matter? Why not just put myself out there to everyone? Someone has to bite right?? Ummm… not really. If I spread myself to thin I may never be able to make a connection with the people looking for my mug huggers, coasters or reusable coffee cuffs.

So with Beth from the Lounge of Commerce and her fabulous list of questions I ended up with the following notes about my ideal customer:

She is between 20-35 years old, of any marital status. She lives in the suburbs with a 25-45 minute commute she makes a modest income with a little bit of wiggle room for some perks for herself. She probably spends 30 -45 minutes online in the evening checking her email, Facebook, digg and gossip websites. For fun, she enjoys going out with the girls for coffee or dinners – to catch up or escape the kids for some ‘me’ time.

Why would she want my product? She likes having a little slice of personal heaven – Her morning cup of coffee is hers, to sit and enjoy it in the morning with a fun Mug Hugger is another way of showing that there are certain things in life that are still all about her. By stopping through the drive through for her regular double-double she slips her cup through her coffee sleeve, she keeps her fingers cool while driving with that hot, hot coffee and when she gets to the office it serves as a fun accessory setting her apart from others. Yes, there is the eco-friendly issue of the coffee sleeve (she likes to brag about that), but if truth were told it serves more a style thing, let’s be honest, if it were all about saving the earth she would pour her coffee in a thermal tumbler instead of burning the gas in the drive through and wasting paper product daily on the takeout cup.

What excites her? Well, she enjoys taking time to herself, it could  be going for a walk, sitting on the balcony with her feet up reading a book, bubble baths, massages.. if she’s a mother these moments are few and far between, so she takes it very seriously. What scares her? She hates how as she gets older her responsibilities change and she finds it much more difficulty to find that time for herself.  This is why the moments when sipping her coffee or driving in the car are so precious to her.

Aside for online here are 10 places she may enjoy shopping:

gift shop
at a small coffee shop boutique
health food shop
farmer’s market
small indie shops
chapters indigo
the center kiosks of the mall
garage sales – you never know when you’ll find that gem
consignment shops

oh should I add she may be a compulsive shopper for low ticket items, my cafe line of products falls right into her fun budget of $10 or less (in fact even with the shipping included)

Aqua Reuseable Coffee Cuff in Wishing Flower

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One Response to “Biz Works – Week 2 – My Ideal Customer”

  1. Beth Says:

    Oooo…Tara, you are so on track with this! Congrats!!! You are doing fabu!


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