When you define the Target Market (first section), you are defining a specific group of customers for your product. The characteristics would be a range. This is not just one person, but a group with similar characteristic. This group is who you will be targeting with your marketing plan. While it is still defining a range, descriptions like "any" or "all" are NOT acceptable and are not specific enough. Keep in mind that while you are defining this target market, you are not excluding anyone from purchasing your product. You are simply defining your main target customer group.

Next, you will create your Persona (second section). This should be a very specific individual (one person) who personifies your ideal customer and falls within that Target Market. They are not just a possible customer, but your quintessential customer. Be much more detailed in your descriptions. Characteristics are concrete and are not ranges. You will include a name, age, specific details and even a picture if you wish. The reader should be able to envision this persona based on your description. Look beyond descriptions and characteristics that only apply to your product. Create a well-rounded description. Who is the person you envision using and loving your product?

While you are creating this person out of your imagination, it will be based on the research that you conduct. You do want to use resources for your paper and include them in your reference section listed in APA format. You are not necessarily finding the answers to the assignment or the descriptions of your persona, but references to support and inspire your decisions. You might research the market for your product, the type of business, the target market, etc. You can use the SNHU Shapiro Library or a simple Google search (see my announcement about Scholarly Sources). Using these resources does not mean that you are finding a right/wrong answers. It is research to support your decisions/descriptions. Consider yourself to be a Marketer who is presenting a pitch to a client. They will want facts and data to support what you are presenting.