Finding customers

Where to begin

• Identify a specific buyer and problem. Ask how they solve it now, what they pay and what might make them switch.

• Test one channel at a time: local relationships, an association, an event, online marketplaces or direct outreach. Track inquiries and actual sales.

• Calculate fees, packaging, transport, returns and time before comparing channels. A larger audience is useful only if you can fulfil orders profitably.

Compare sales channels

Start with one customer group and a clear offer. Ask a few potential buyers how they buy today, what makes them trust a supplier and what matters after purchase. Use what you learn to make a small offer and measure inquiries, conversions and repeat orders.

For each channel, include fees, delivery, returns, packaging and the time needed to serve customers. A rural producer may want to compare local producer groups and fairs with online channels, considering transport and connectivity as well as reach.

Go deeper

• Find your first customers
• Sell online or to government
• Trade communities and markets

Choose more stages and concerns