The city of Monroe has a population of 120,000 residents. Over the past four years there has been significant growth in participation in the city's park arts program.
The groups that have been most supportive of the program are youths and seniors. Approximately 20% (24,000) of the population are active seniors who participate in numerous programs around the city. Youths, under the age of ten, represent 35% of the city's population.
Recently, due to budget cuts, the arts program has been discontinued. The Pottery Table is positioned to attract the patrons of the discontinued arts program. The Pottery Table will establish a programs specifically targeting seniors, young children, and new mothers.
The Pottery Table will focus on three customer groups:
The target market strategy for The Pottery Table is as follows:
The Pottery Table is a do-it-yourself craft business where customers create their own unique piece of pottery.
There has been a number of successful do-it-yourself businesses that focus on the joy of the creative process. Currently, in Monroe, there is only one existing pottery store that offers the same service. The Kiln Room is located on the south side of town, in the commercial district. Its focus is the more serious pottery customer.
The Pottery Table's focus is more entertainment than education. The key is how the customer feels about the experience rather than the pottery. Repeat business, as well as referrals, are crucial to the success of a craft business.