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>> All right!
So now that we have profiled our target customer,
we can use census data
to help us find exactly how many of those people
that fit the profile are in our geographical area that we are targeting.
So you're going to come
to the "Helpful Links" sections of our course website.
As you'll see I've established links for each section
of the business plan that you'll be working on.
If you dive into marketing, you'll see a couple
of census data pages as well as some networking groups.
I'm going to go to the main census website
because this seems to be what most people get overwhelmed by
and understandably so; there's just so much on this page.
But if you come over here
to the right hand side
of the Census Bureau Home
page, we're going to start
with the population finder.
We're going to start by clicking "California"
and now we'll come into a really nice summary
of statistics about California.
Housing statistics,
population by age and sex
over here on the right
and population by race.
California numbers may not be as useful to you
as specific cities or counties.
So what we're going to do is on the left, come over here
and click "Areas Within".
You do want to look for counties
and that gives us a list of counties.
We can scroll down to see San Diego County.
And (click) "Display", and now our data has been
refreshed to show us that exact same set of data,
but now it's for the County.
And now you see the age ranges, which is probably very
useful to you in terms of targeting your market there
as well as by ethnicity.
They do a nice job
of keeping the California data
available to you if you want it.
But right now we have just the
San Diego data.
You can compare --
so that you can compare
between the state
and the county (is what I'm seeing).
If we go back to the main page
of the Census Bureau,
then we can check out the other area that's worthwhile
which is the QuickFacts.
QuickFacts is separate from Population Finder
and provides you with a whole bunch of data.
Again, you can start to narrow down to a specific county.
And you can even go into a specific city within the county.
And this page does a nice job of allowing you to compare
so you can see the differences between the state level statistics
and the county level
or as you move down to city level, you can see
the differences between the city and the county level statistics.
It's actually quite nice.
If you wanted to compare the county of San Diego
to the city of Carlsbad we can also do that.
And so now -- actually it's compared to California
but now you can see how the city compares
to the general population in the state of California;
number of households, etcetera.
So again, your goal here is to try and get some basic data
to help you quantify -- turn into numbers --
the number of people who fit your target market quantification;
your target market profile.
In my example I used my "blond friend" named Shelia.