Why the Customer Matters Most

This is it: the final and biggest iceberg. We have talked about retailer relationships and distributor relationships. Both are important. Both are critical. But the customer is the one putting items in the basket. If you do not understand that person, none of the rest matters.

It might sound like obvious advice, but understanding your customer deeply is what separates sustainable brands from short-lived ones.

Know Who You Are Selling To

Build an outline of your target customer. You do not have to only sell to that person, but you should know who your primary shopper is. Start with the basics: age, gender, household income, where they shop, where they make decisions (in-store, online, or through social influence), hobbies and interests, and what need state your product serves.

Most importantly, know what drives their decision to buy your product instead of all the other options on the shelf.

Consumer Insights Are Worth the Investment

Insights can be expensive, but even a few hundred targeted responses can provide clarity that saves real money. You want to verify that your product resonates, that your flavors, attributes, and packaging click with your audience. If not, better to fix it early than after a costly launch.

Low and No-Cost Ways to Learn About Your Customer

Farmer’s markets are a great start. You only need a tent, some basic gear, your product, and ideally someone to help with setup and breakdown. Markets let you get real-time feedback, iterate on flavors and packaging, and refine your brand story. You will make a little money while learning a lot.

Build an email list from these events and from your website. Once you have a list, send a short survey and incentivize responses. You will gain data while gaining sales.

Avoid relying on friends and family for feedback. They love you.  They care about you. They will tell you your product is amazing because they want to come to your parties. They are not a good representation of your target customer. Seek input from people who are not invested in your success. Honest feedback early on is a gift.

Do Not Try to Be for Everyone

Trying to please every shopper spreads your message too thin. Focus on your core customer and be crystal clear on how your product makes their life better. Others will come along naturally, but do not waste resources chasing people who will never become your fans or ambassadors.

The Takeaway

Know your customer, grow your sales, and avoid the biggest iceberg of all. The more you understand the person buying your product, the better equipped you are to make smart decisions across packaging, pricing, trade, and retail partnerships.