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Business models in strategic management
Business models in strategic management

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5.1.5 Who do you help? Customers

This question focuses on the individuals and organisations who could benefit from your offer. For example, a blogger may think about the audience their blogging activity may help. Likewise, a freelance journalist may think about the magazines, media groups and audiences their publication(s) contribute to, or a freelance tutor in mathematics may consider the different types of students – such as beginners and advanced learners – who they can help.

A person listening to a tutorial on their laptop.

Activity 16 Your customers

Timing: Allow around 15 minutes

Think about your answer to the question ‘Who do you help?’ and make notes in the box below. While answering this question, think about it in relation to your answer to the first question ‘How do you help?’ (Activity 12). In other words, who will benefit from your offer? It is possible that your list includes various groups, organisations and audiences who are most likely to benefit from your offer.

For instance, if you are a book author, you may want to consider the specific type of reader who will benefit from your book. If your offer is an academic book that makes an introduction to a particular discipline, then your readers may be students studying this discipline for the first time or teaching staff delivering lecturers and tutorials in this discipline. However, if your offer is historical fiction, then you may consider choosing your readers from a spectrum ranging from those prioritising an engaging plot to those interested in a deep understanding of the historical context.

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