You can't be all things to all people. Or serve everyone even in the market segments you've so carefully selected and in whose wants, needs and expectations you will become an expert. Once you understand the general mind-set of the people in your markets and what you have to offer them, however, the easier it will be to find and attract qualified individual prospects, as well as to plan for shifting demographics.

For that reason, developing profiles of your "ideal clients" for each of your market segments will be central to your market definitions.

Example: Here's Joe Associate's customer profile of his Tool & Die Makers...

"My primary market segment are the many tool & die companies in central Massachusetts. Most of these businesses are privately held and have fewer than 50 employees. Incomes range from $40,000 for employee-operators to $80,000 for owners. The owners have strong entrepreneurial spirit, take pride in their work and want to keep experienced tool and die makers through competitive employee benefits packages. A high percentage belongs to the Central MA Tool & Die Makers Association. Approximately 50 percent of owners have served or are serving on the Machinists Roundtable, so networking and referral prospecting opportunities are ample."