Market Analysis Summary
Stained glass is a very popular craft art. It has grown to be a popular attraction of art and craft galleries and festivals. There are approximately 2,000 galleries on the West Coast that carry stained glass art. Each year, stained glass artists are popular attractions at over 250 major arts and craft festivals on the West Coast. It is estimated that over 30 million shopper visit these arts and craft festivals annually. These galleries and festivals represent millions of dollars in sales for stained glass artists.
Over the past three years, Jan Primak has had many customers sign up for stained glass project classes. Some of these students have gone on to become stained glass artists. Jan has built a base of loyal artists and customers who use Glass Dreams as a resource.
4.1 Market Segmentation
Glass Dreams will focus on two customer groups:
- Recreational Artists: These are customers of Jan's less expensive pieces and are interested in trying their own hand at creating a piece based on one of Jan's designs.
- Serious Artists: This group represents the strong artist base that comes from three years of teaching stained glass courses. Over that period, Jan has assisted 300 students in finishing multiple stained glass projects.