A broad audience looks promising but makes it harder to choose an offer and advertising. For a start, it helps to define a group whose problem you can solve particularly clearly.

Describe the situation, not just the age

Name the event after which the need arises, the desired result and the buyer's constraints. Two people of the same age may choose a service for completely different reasons. Study behaviour and real questions.

Check that the group can be reached

Find out where these people look for a solution and who is involved in the decision. Compare the cost of reaching them with your service model. Do not create a detailed fictional persona instead of talking to members of the audience.

How to describe a segment through the buying situation

Use this structure: a person faces a particular task after a specific event, chooses a solution according to certain criteria and has certain constraints. For example, a new office needs to be ready for the first working day – a clearer scenario than “all companies in the city”. Then check who actually makes the decision and who will use the result. These roles may differ. A message aimed at the person doing the day-to-day work does not always answer the questions of the person who approves the budget and signs the contract.

How to keep the boundaries of your chosen audience

Write down whom the first version of the offer does not serve and why. This stops you from changing the service after every random enquiry. When an enquiry comes in outside your chosen scenario, record it separately rather than automatically treating it as confirmation of your main hypothesis. Compare what inputs, timeframe and process another group would require. If the differences are significant, it may need an offer of its own. Decisions to expand are best made on the basis of accumulated observations, while keeping your ability to deliver what you have already promised to a high standard.

What to check

  • Describe the moment the need arises.
  • Name the buyer's key constraint.
  • Write down real questions from conversations.
  • Choose one accessible way to test.

Example situation

Post-renovation cleaning and regular office cleaning may use similar resources but require different messages and ways of finding customers.

Next step

A first segment helps focus your launch; you can expand the audience once you have verifiable results.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.