Now that you have identified a specific beachhead market, you will need to learn about your target customer. It is critically important that you recognize that to be successful, you must build your business based on the customer you are serving, rather than pushing onto the market the product or service you want to sell.
Each customer actually consists of an end user and a decision-making unit. The end user very likely is an integral part of the decision-making unit but may or may not be the most important person within it. More specifically: