A target market statement crisply describes who you serve — demographics, needs and where to find them. It focuses marketing and product decisions. Here is how to write one, with examples.
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The Formula
Use: 'We serve [segment] who [need], by offering [solution], via [channels].' Keep it specific enough to act on, broad enough to scale.
Example Statements
- Budget app: 'We serve young Nigerian professionals in Lagos who struggle to save, by automating deposits into savings plans via the app.'
- Coffee brand: 'We serve urban students who value convenience, with subscription coffee delivery on campus.'
- Fintech: 'We serve SME merchants who need fast POS settlement, through same-day payouts and simple dashboards.'
How to Build Yours
- Segment by demographics (age, location, income).
- Add psychographics (values, problems, lifestyle).
- Describe behaviour (channels, buying habits).
- Test and refine with real customers.
FAQ
How specific should a target market statement be?
Specific enough to guide ads and features; broad enough to reach a real market size.
Should I change it over time?
Yes — revisit as your product and market evolve.
Related: Nike's Target Market and Music Audience.