- who are you selling to?
- how old are they?
- are they single or married?
- what kind of households do they live in?
- what kind of dwellings do they own or rent?
- do they use public transport or own their own vehicles?
- what is their marital status?
- level of education?
The questions and queries are endless. Answering them in relation to your customer base can go a mighty long way when you're developing your all important marketing and service plans. It can also help you tailor and perfect your advertising.
Where Do You Find Stats?
There are a number of places you can find statistical data. Local councils are a great place to start. But one of our favourites in at Slater Chartered Accountants is the good old Statistics New Zealand website. Here you can find useful regional information that gives you a rundown on the above bullet points and much more. You can find out about trends for new housing, the nature of retail spending in Christchurch, or the popularity of travel from month to month.
These are just examples of course, but they give you some insight into the kind of information available that can then be used by a clever and canny business person who goes that extra little bit further to find out about the current state of play in the marketplace.
We're certainly not saying you need to develop a marketing plan based solely on statistics. No Way. But what we do say, is that the regional demographics of The Waikato for example, might be a very useful bit of information for someone who is developing an age specific business (e.g. a nursing home, or a podiatrist etc.) and wants to know the size and nature of the customer base out there in the community.
By the same token, a Somali family may be planning on an import store and wants to combine Somali products with those from other cultures such as Fiji and other islands etc. The % percentage of ethnic labour force in Hamilton may help with the practicalities and the business maths regarding such a plan.
So check out stats as a part of your business ideas. Have a look at the local and regional stats and get an edge for your business.