Alan is a business coach and mentor on a mission to help and empower as many entrepreneurs as he can. His focus in on owner managed businesses that want to scale up and he’s been amazing support for myself an Laurence. On a previous episode Alan and I discussed the idea of building a minimum viable audience, essentially gathering people around you that love what you do. While many early stage entrepreneurs think of scaling up from the beginning the MVA approach is about first niching down and getting really focused on who you want to serve. One aspect of this is to think about demographics and targetting your audience based on traits like age, geography, education, gender and income. This helps you define who you want to appeal to. However, to understand what motivates and moves these people, you also need to think about psychographics and explore their needs, wants and behaviours. Understanding why people really want what you offer will help you communicate what you do in a much more effective and engaging way. By putting out the right messages you won’t want to have to go hunt for your customers they’ll be looking for you. Listen to find out more.