Level 1 · Part 2
Customers and markets
Different buyers want different things. Find out before you produce.
A market is simply the people who might buy what you offer, and the places and ways they buy. Before you decide what to produce, find out who is in your market and what they need.
| Buyer | Often cares about | A question to ask them |
|---|---|---|
| Households and individuals | Freshness, price, trust, convenience | Where do you buy this now, and what would make you switch? |
| Market traders and retailers | Steady supply, fair price, quality that sells | How much can you sell in a week, and what do you reject? |
| Processors and food businesses | Consistent quality, quantity, delivery on time | What size, quality and delivery time do you need? |
| Institutions (schools, canteens, hotels) | Reliability, hygiene, regular supply | How do you choose and pay your suppliers? |
| Exporters and large buyers | Standards, paperwork, volume | Where do I find your written requirements? |
How to learn about your market without spending money
- Visit the market and watch what sells fast, what sells slowly, and what buyers complain about.
- Talk to five possible buyers and ask open questions. Listen more than you speak.
- Notice who is already serving the market and where they leave gaps.
Do not guess
It is easy to think you know what customers want. Many small businesses fail because they produced first and looked for buyers later. Ask first.
Exercise 1.2 · Talk to your customers
- Choose three possible buyers of your product and write their names or types.
- Prepare three questions for each. Use the table above for ideas.
- After talking to them, write what surprised you and what you will change.