One of the things to consider before embarking down a specific product development or internet strategy path is to consider your market, and HOW they want to receive your products or services. As an equestrian, I get really excited about the possibilities of creating cool information products that will help people ride better. These products could be easily downloaded to their computer, which makes it a nice fit for me. But here is the problem. Most people who ride and show horses competitively aren't sitting in front of their computer and they tend to live in rural areas and don't have high speed internet access. In fact, most of the people I work with in actually want to see me face to face and not even work over the phone, since they are used to doing business 'the old fashioned way'. Does this make sense? Before you spend hours and money creating something consider:
1. Who is my target customer for this campaign or product?
2. What is their typical level of technology expertise? In other words, does the word Download scare or confuse them? Do they still want the information on a cassette tape to play in their Walkman?
3. Are they geographically desirable to high speed access?
4. Do they typically use products or services in the manner you want to deliver your product or service?
I know this sounds like basic information, but I am surprised at how many times we forget that we aren't the customer, and not everybody wants to do things the way we think they should.
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