Skip to main content

How to Build a Sellable Business: Value Proposition and Target Market

Creating a business that you can eventually sell is an objective that goes beyond short-term revenue. The ultimate goal is to create a company that stands the test of time, one that can thrive even without you at the helm. This kind of business starts with a strong foundation, built on two pivotal cornerstones: a compelling value proposition and a well-defined target market. The importance of this process cannot be understated when you attempting to build a sellable business. 

⚡️Identifying Your Value Proposition

What is a Value Proposition? A value proposition is the unique identifier that sets your business apart from the competition. In simple terms, it answers the question, “Why should customers choose you over your competitors?” This could be due to higher quality, lower prices, better customer service, or any combination of these and other factors.

⚡️Importance of a Strong Value Proposition

For growing businesses, particularly in the business services sector, a compelling value proposition is not just an asset it’s a necessity. You’re not only competing against bigger enterprises with deeper pockets but also against the rising tide of startups. This raises the value of your business and helps created a defendable market position. 

⚡️Crafting Your Value Proposition

  1. Identify Core Benefits: List the primary advantages that your product or service offers to customers. These should go beyond mere features and delve into how you solve specific problems.
  2. Know Your Competitors: Research what your competitors offer and how you can differentiate yourself. Try to offer something they don’t, or do it better.
  3. Test and Revise: No value proposition is set in stone. Conduct A/B testing, collect customer feedback, and be ready to adapt.

⚡️Understanding Your Target Market

The Basics

Understanding your target market involves identifying the customers who are most likely to buy from you. It’s about recognizing their pain points, their preferences, and the channels through which you can reach them.

Market Research Methods

  1. Surveys and Questionnaires: These can be sent to your existing customer base or potential customers to gather information.
  2. Interviews: One-on-one conversations often provide deeper insights than surveys. They can be conducted in person, or via phone or video calls.
  3. Competitor Analysis: Look at customer reviews of competitors to see what they are doing right or wrong, and how you can capitalize on that.

Defining Customer Personas

Create a semi-fictional representation of your ideal customer, including age, gender, income level, pain points, and buying behaviors. This will give you and your team a more concrete idea of whom you’re targeting.

Practical Application

Once you have a clear understanding of your target market, all your marketing, sales, product development, and customer service efforts should align with this understanding. Tailored marketing messages, special promotions targeting specific customer segments, and customer service training can all derive from your understanding of your target market.

Building a sellable business takes time.  While there are many variables to consider, none are as foundational as your value proposition and understanding your target market. These elements don’t just contribute to the sustainability of your business, they define it. Building a business with a strong foundation in these areas is the first step towards creating an asset that you can eventually sell, setting you on the path for long-term success.

Suggested References and Links

1. Simon Sinek: “Start With Why”

[Link: Simon Sinek’s “Start With Why” ]

2. Target Audience: How to Find Yours

[Link: Hubspot Blog]

3.  Why Are Buyer Personas Important to Your Small Business


4. Market Research and Competitive Analysis

[Link: Small Business Administration