Small Biz Leader · June 16, 2025
Small Biz Leader · June 16, 2025
Identifying and reaching the right target market is crucial for entrepreneurial success. This comprehensive guide offers expert-backed strategies to help entrepreneurs pinpoint and connect with their ideal customers. From leveraging client feedback to tapping into niche industries, these insights will empower business owners to refine their approach and maximize their market impact.
Robert Downey · Robert Carnes · Jason Hennessey · Andrew Osborne · Alex Smereczniak · Joe Spisak · Xi He · Vaibhav Kakkar · Luca Kuhn · Andrew Peluso · Nishita Arora · Lord Robert Newborough · Ender Korkmaz · Tony Mirzakhanyan · Fahad Khan · Josh Qian · Edward Tian · Sas Terani · Marchem PfeifferRobert DowneyCo-Founder · Simply Be Found
My advice is simple: stop looking for your target market in spreadsheets—start listening for it in conversations.
When we launched Simply Be Found, we thought we were building a visibility tool for "small businesses." But that was too broad. It wasn't until we started paying close attention to how our early users described their problems that we found our true market.
They weren't saying, "I need SEO." They were saying:
"Why can't people find my business on Google?"
"I don't have time to figure all this online stuff out."
"Agencies charge too much and never explain anything."
That was the turning point. We realized our ideal customer wasn't just a small business owner—it was a local business owner who felt frustrated, confused, and underserved by traditional marketing.
We refined our messaging, built products like Google Business Profile Boost and AI-powered Listings Engine, and started creating content that spoke to those specific pain points—not broad industry terms.
If you're struggling to find your audience, stop guessing. Talk to five real people who've used your product or might benefit from it. Ask what's frustrating them—and then build around that.
When you use their language, you earn their trust. And when you solve their actual problem, you earn their business.
Robert CarnesMarketing Director · GreenMellen
Ideally, you should know your target audience before starting a business or developing a product/service. However, not knowing your audience is an all-too-common problem for small businesses.
In my experience, the best path forward is through listening and research.
Spend time with people who interact with your business. Ask them questions. Be curious. Learn where they are and aren't the right fit. Document the questions they have. Act like a student of people and see where your brand fits. This process takes time, but it's worth it.
Then dive deep into the existing marketplace. Research your competitors and similar companies. Who are they targeting? How are they speaking to potential customers? They may or may not be aligned properly, but it helps to study what others are doing by comparison.
This is a time-consuming process, but it's the only real way to determine where you need to make adjustments. Fight the urge to "move fast and break things." Instead, move slowly and fix things.
We were targeting based on job titles, not motivations. That limited how we positioned and priced our services. When we shifted toward outcome-based segments, things clicked. A head of marketing, founder, and COO can all want similar outcomes.
That insight changed how we ran ads and wrote copy. Instead of saying, "We do SEO," we started saying, "We help scale qualified inbound leads." That phrasing brought better-fit clients into our pipeline. It's important to know their emotional motivators, not just their role or budget.
The one piece of advice I'd give to entrepreneurs struggling to find their target market is to stop trying to appeal to everyone and instead focus on the people who genuinely need what you do best. For me, that meant zeroing in on homeowners who cared about the appearance and health of their gardens but didn't have the time, skills, or confidence to maintain them properly. After years of working under experienced gardeners and then going out on my own, I noticed a pattern in the clients who were most satisfied and loyal. They weren't after the cheapest job or a quick mow. They wanted someone with horticultural knowledge who could guide them, improve their outdoor space over time, and help them understand their gardens better. By leaning into that and speaking directly to those needs in my marketing, website, and how I explained my services, I found the right clients came naturally.
A great example is when I started offering specialized garden rejuvenation packages. These weren't just tidy-ups. They included a full soil and plant health assessment, a tailored plan for seasonal improvement, and ongoing advice. My background in horticulture meant I could speak confidently and knowledgeably about plant care, soil composition, and landscape planning, and that gave customers confidence. One client, in particular, had let their garden go completely and didn't think it could be saved. I used everything I'd learned over the last 15 years, from soil testing to smart planting strategies, and within a few months, the space was thriving again. That client has since referred me to five others. The key was understanding exactly what they needed, positioning myself as the expert in that niche, and backing it up with qualifications and experience.
Alex SmereczniakCo-Founder & CEO · Franzy
Stop trying to be everything to everyone. Focus on the specific group that actually benefits from your product or service. For Franzy, that meant targeting operators and investors who want a low-risk, tech-driven franchise model that provides predictable returns and simplifies operations.
We found our ideal customers by focusing closely on the pain points in traditional laundromat franchising: slow growth, outdated tech, and operational headaches. Then we built Franzy's value around solving exactly those problems. To reach them, we combined targeted digital marketing, direct outreach, and strategic partnerships. Being transparent and data-driven helped us earn trust quickly.
If you want to find your market, quit guessing. Get in front of your prospects, understand their real issues, and show them why your solution beats the rest. Precision beats volume every time.
Joe SpisakCEO · Fulfill.com
My top advice for entrepreneurs struggling to find their target market is to start with a problem they've personally experienced.
When I founded Fulfill.com, I had already walked in the shoes of both eCommerce brands and 3PL providers. I'd felt the frustration of spending countless hours vetting fulfillment partners only to end up with misaligned expectations. This firsthand pain point became our North Star.
Rather than casting a wide net, we began by deeply understanding specific segments within eCommerce fulfillment. We talked with hundreds of brands across different verticals, order volumes, and growth stages to identify their unique challenges. These conversations revealed patterns of unmet needs that our marketplace could solve.
The breakthrough came when we stopped thinking about our "ideal customer" as a demographic and instead focused on specific pain points. For us, it wasn't about targeting companies of a certain size, but rather businesses experiencing particular fulfillment challenges – like rapid growth outpacing in-house capabilities or expanding into new geographic markets.
To reach these customers, we leveraged content marketing addressing their specific pain points. We created resources that answered questions they were already asking, positioning ourselves as trusted advisors before they even needed our solution.
My advice: Don't try to be everything to everyone. Identify a specific problem, develop a focused solution, and create content that addresses the questions your ideal customers are already asking. This approach builds credibility while naturally attracting the right audience.
Xi HeCEO · BoostVision
Start with finding that niche group already showing buying behavior — and then verify with fast, little tests. If you can't find your target market, step back from asking who would be interested in this and ask instead:
"Who's already trying to solve this problem — and paying for it?"
1. Join groups, Reddit, Facebook groups, or review sites where people complain, ask, or recommend tools in your niche.
2. Look for signs of urgency and costs, i.e., "Does somebody have a faster tool for X?" or "I no longer wish to pay $99/month for this."
3. Reach out for quick, informal conversations (voice or SMS).
4. Build a quick MVP or landing page addressing one individual persona and one value proposition — gauge interest as clicks, signups, or messages.
My Own Journey to Ideal Customers:
- Talked to early adopters in communities and read comments.
- Discovered hobbyists and freelancers cared less about feature completeness and more about speed and convenience.
- Shifted messaging from "all creators" to:
"Freelancers who require client-ready video in 5 minutes, not 5 hours."
- I also aimed Facebook/TikTok ads using their language and concerns — and also experienced more engagement immediately.
Last Thought:
Don't guess. Head where the conversations (and complaints) are taking place — your audience is already there, waiting to be heard.
Need to brainstorm a customer-finding plan around your product or idea? Just share with me what you're creating.
One breakthrough came when we reviewed past testimonials and success stories. We noticed similar phrases about why clients chose us. Most praised communication, clarity, and flexibility, not our technical services. That prompted a major pivot in positioning and sales training.
From there, we redesigned our case studies to reflect those soft strengths. We also rewrote our proposal process to emphasize collaborative growth. Your best market may already be telling you what they love. You just have to listen, document, and double down.
Choose a business idea that you're genuinely interested in. Why? Because if you have a personal passion for your start-up idea, it'll be much easier to learn about the industry and spot a gap in the market you could fill.
That's exactly what I did. As a female cyclist, I noticed a real gap in the market for kit designed specifically for women. After speaking to other female cyclists, I realized I wasn't the only one who felt something was missing in women's cycling. So, I decided to found a women's cycling kit brand. And now, one year on from launching, we're still selling out!
If I hadn't been personally interested in cycling, though, I might never have identified my target market.
Andrew PelusoFounder · What Kind Of Bug Is This
If you're struggling to find your target market, start with those who already trust you. I built Pesty Marketing by going back to my roots—I had sold pest control door-to-door years earlier. That familiarity gave me a shortcut to understanding pain points, language, and buying triggers. We didn't guess the niche—we re-entered one we knew.
My advice: look for industries where you already have insight or relationships. Then talk to 10 people in that space. If 3 of them say, "We'd pay for that," you're close. Don't chase volume. Find the small group that sees your offer and says, "Finally."
Nishita AroraContent Team Lead · WrittenlyHub
If you're struggling to find your target market, it's usually not a visibility problem; it's a positioning one. The best way we've seen B2B startups break through is by working backward from the pain. Who's really feeling the problem you solve? Who's losing time, money, or opportunities because of it? Start there. Then, don't wait to perfect your messaging; just start sharing. Post real, problem-solving stories on LinkedIn, your blog, or wherever your audience might be. Pay attention to who engages. That's your live feedback loop. You'll learn who cares, what sticks, and how to shape your message as you go.
Lord Robert NewboroughFounder/Owner · Rhug Wild Beauty
We tried marketing Rhug Wild Beauty in traditional luxury circles first. It fell flat, too polished, too impersonal. When we reframed it through land, tradition, and wellbeing, something clicked. People wanted wildness, not just performance or status.
Our true audience seeks nature's rhythm, not synthetic control. We met them through botanical workshops and ethical retailers. Let your brand reflect soul, not just success metrics.
Ender KorkmazCEO · Heat&Cool
We stopped guessing what our audience wanted and started asking them directly. Through simple surveys, feedback forms, and even thank-you calls, we gained clear insights into their needs. With this information, we changed how we spoke to them.
We made our message clearer, simplified our product bundles, and focused only on what truly mattered. This made it easier for customers to make a decision and feel good about it. It also made it easier for us to remember because we focused only on the most useful options, instead of confusing them with too many things at once.
Tony MirzakhanyanPresident · Prime American Roofing
Focus on solving the most expensive problem your potential customers face rather than trying to compete on price. We discovered that commercial property managers cared more about preventing tenant complaints than saving money on repairs. Once we repositioned our services around "tenant satisfaction through reliable roofing," our ideal customers found us through referrals from property management companies. We stopped chasing residential price shoppers and started targeting commercial clients who valued expertise and reliability. The shift required patience but resulted in higher-margin work and long-term relationships that sustain our business.
Fahad KhanDigital Marketing Manager · Ubuy Sweden
Investing time in thorough market research and customer segmentation is the one crucial piece of advice I would give to entrepreneurs struggling to identify their target market.
Here are the steps we followed to identify and reach our potential customers:
We conducted comprehensive market research followed by primary and secondary research. Primary research involves gathering feedback from potential customers through surveys or interviews. Secondary research includes analyzing the latest industry trends and reports.
Based on the collected data, we create a customer persona, a semi-fictional representation of our ideal customer, highlighting their demographic characteristics, interests, and challenges.
We utilize data analytic tools to gather information from our website to analyze patterns in user behavior.
We engage the targeted audience through social media, forums, and online communities.
Finally, we launch targeted marketing campaigns focused on the identified user personas, followed by regular monitoring.
Josh QianCOO and Co-Founder · Best Online Cabinets
To refine your approach to reaching your target market, develop strategic partnerships with influencers or designers who resonate with your brand values. Collaborating with individuals who share your aesthetic can amplify your reach and credibility. In our case, we showcased projects that feature our best hardwood kitchen cabinets or unique bathroom storage ideas through these partnerships to attract their followers who are looking for inspiration.
Leverage customer testimonials and case studies. We share real-life stories about how our products, such as custom kitchen cabinets or floating bathroom vanities, have transformed spaces and created a relatable connection. This provides social proof and demonstrates the tangible benefits of your offerings.
Invest in content marketing that educates your audience. By producing helpful guides, you position your brand as an authority. Trust can lead to higher conversion rates as customers feel more informed about their choices. Continuously analyze your sales data and customer feedback to uncover new trends and preferences.
Edward TianCEO · GPTZero
One of the most effective ways to find your target market is often through competitor research. Identify other companies that are most similar to yours and conduct research into their audience. Then, examine their marketing and social media efforts. How do they communicate? What seems to be working well in terms of connecting with their audience?
Sas TeraniOwner · Terani Couture
If you're having trouble identifying your target market, my advice is to first focus on the core values and unique attributes of your brand.
For example, in the case of Terani Couture, it's important to determine what makes your creations stand out, whether it's the craftsmanship, the choice of fabrics, or the exclusivity of your designs. Once we are clear on this, we can allow third-party platforms with higher reach to attract the right audience to our brand. Therefore, focus on promotions using PR strategies.
Marchem PfeifferAuthor/Culture Strategist
Stop trying to find your target market; instead, start listening to the real people with whom your story resonates.
When I stopped chasing demographics and started sharing the honest version of what I'd lived through—burnout, rebuilding, and leadership misalignment—people began reaching out, saying, "You just described my life." That was my market.
The key is this: your ideal audience isn't found through guesswork; it's revealed through truth-telling. Get clear on your message, share it in spaces where conversations are happening (podcasts, LinkedIn, Medium), and watch who consistently leans in. That's your signal. I built my platform by speaking directly to the emotional gaps people didn't feel safe naming, and the right audience found me.
Remember that finding your target market is an iterative process. Be prepared to refine your approach as you gather feedback and market data. The most successful entrepreneurs I've worked with combine market research with genuine empathy for their customers' challenges.
