• National e-Commerce Extension Initiative
• Module Homepage
• General Overview
• Facilitation Tools
• Learning Lesson
• Introduction
• Phase One
• Phase Two
  • Introduction
  • Begin Research
  • Changing Worksheets
  • Researching International Markets
  • General Information
  • Location and Time Zone
  • Economic Growth and Stability
  • Economic Growth and Stability Cont.
  • Technology and Infrastructure
• Phase Three
• Phase Four
• Final Thoughts

Phase 2: Identify and Research a Target Audience

One of the most important steps in developing a global e-commerce business plan is to identify the target audience. Choosing a realistic international target audience is the foundation from which other elements of global e-commerce such as Web site content and site design will be developed. The international target audience will be the focal point for the entire global e-commerce business plan and should be carefully researched.

A small business owner who decides to target customers in multiple locations around the globe must consider the level of knowledge, resources and energy required to adequately meet the needs of those international customers. Launching a large-scale global e-commerce effort without the necessary research may significantly compromise successful customer relations and business success.

Generally speaking, the more regions or countries of the world targeted and the more diverse the customers from these places are – with respect to both the small business owner and to each other – the more knowledge will be required and the more sophisticated a Web site will have to be in order to accommodate the multiple languages and diverse cultures represented by these unique global customers. The recommendation is to start small and stay simple when choosing your international audience.

Web site and all contents © Copyright Southern Rural Development Center 2009, All rights reserved. These materials were developed as part of the Southern Rural Development Center’s National e-Commerce Extension Initiative. They are based upon work supported by the Cooperative State Research, Education, and Extension Service, U.S. Department of Agriculture, under Award No. 2005-45064-03212

Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Southern Rural Development Center.