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Who is your customer and where are they?

Your customers are going to vary, you can’t just lump them all together in a generalised way, such as general public, school children, nurses, doctors, students or academics.

Are you selling your product at the enquiry desk, in a one-to- one formal situation or informally as you help someone at a computer?

Example: FE/HE
  • are they vocational, NVQ, undergraduates, postgraduates, mature, international or part time students?
  • are your academics only involved in research or teaching or both?
  • are they on one campus or more than one?
  • are they distance learners?

Example: School
  • are they primary, middle, secondary?
  • GCSE, A Levelare they teachers, classroom assistant, carers?
  • what type of school?
Very often in schools teachers see any learning that is not part of the National Curriculum as an “extra”; how will you embed your IL product in the schools learning strategy?

Example: Public  
  • is the customer in education, a local historian, someone starting up a business, a person researching their family tree or someone finding out about benefits?
  • what are the characteristics of any particular group; ethnicity, age, learning level, disability etc
  • is the audience ICT literate?

Think about your customers and where they are and then break them down into segments. Once you have done this you can start to think about which product you are selling them.