1. Whom the end-users of the product will be
2. Who will buy the product for the end-user.
3. Where they will purchase the product.

Once you know who will buy the product and where they will buy it, you have what is known as a “targeted audience”.

Reaching and educating the “targeted audience” is the hardest step of all in developing and marketing any new product.

Next in line is distributing or delivering the product to those areas.

From an “ability to reach your market” standpoint:

• A “great” product is one which is immediately recognizable and perceived as a “need” by your target audience, can be made from raw materials available right under your nose, weighs only slightly more than air, and can be initially sold to, and hand-carried to buyers located within walking distance of your office.
• A “good” product is one which can be briefly explained to the target audience, in a manner that will build desire, through point-of-purchase displays, can be made from raw materials which can be shipped in from locations within your state, weighs less than a pound and can be shipped inexpensively to large, regional distribution points, in bulk.
• A “bad” product is one which must be explained or demonstrated in person to the target audience in order for them to understand and desire it, must be made from heavy raw materials which are available only on the opposite coast, is heavier yet when assembled and must be shipped directly to “mom & pop” shops, one at a time, back to the opposite coast from your headquarters, in individual shipping cartons!

It is extremely unwise to attempt a “shotgun” approach to marketing a new product and far better to be able to focus on and service a sampling of your target market which is located at your doorstep.  For this reason, a product which has broad appeal to consumers everywhere is far more appealing to the evaluator than one which has a select target audience which is located many miles from the product developers door.