Start-Up School | Chapter 4: Identify Your Target Customer
Founders must have a clear vision of their target customer, backed by a mix of intuition and data. Understanding who will buy a product forms the basis of nearly every business decision, from marketing strategy and pricing, to whether and where to open stores.
Virtual fashion brand RTFKT rocketed from launch to Nike acquisition in less than two years. The man on the joystick isn’t a Silicon Valley geek but a French provocateur with a radical business vision and a warning for the fashion industry: ‘A lot of brands are going to die.’
In a 2019 conversation with BoF’s Imran Amed, the tennis champion, who announced her retirement this week, reveals how the mental toughness she has built on the court prepared her for life as an entrepreneur.