Selecting Your Target Market | Step 1 of The 1-Page Marketing Plan
(Inspired by the book “The 1-Page Marketing Plan” by Allan Dib)
Every great business starts with one simple but powerful question —
“Who exactly am I selling to?”
In his bestselling book The 1-Page Marketing Plan, Allan Dib makes it clear that the very first step in any marketing strategy isn’t about social media, ad budgets, or fancy funnels.
It’s about clarity — knowing your target market.
Before you even craft your logo or write a Facebook ad, you must define who your perfect customer is. Because if you try to market to everyone, your message becomes watered down, unfocused, and forgettable.
💡 “Trying to sell to everyone means selling to no one.” – Allan Dib
This article is a deep-dive into Step 1 of Allan Dib’s proven marketing framework.
We’ll walk through how to select your target market, find your profitable niche, and build a detailed customer avatar — all while learning from the most common mistakes entrepreneurs make.
Why Choosing the Right Market Is the First Step to Success
When most small business owners start out, they often rush into tactics — ads, websites, and offers — without first understanding who they’re actually targeting.
This is like trying to hit a bullseye blindfolded.
Allan Dib compares it to an archer shooting arrows into the fog.
You can have the best bow, perfect arrows, and all the energy in the world — but if you can’t see the target, every shot is a waste.
That’s what happens when you market without clarity.
Marketing Without Focus: The “Everyone” Trap
Mass marketing (trying to appeal to everyone) used to work decades ago when TV and newspapers dominated.
But in today’s world of hyper-personalized content and social media algorithms, being broad is the fastest way to be ignored.
People want to feel seen. They want messages that speak directly to their problems and their goals.
That’s why choosing your market is not just Step 1 — it’s the core pillar of the entire 1-Page Marketing Plan.
It determines everything that follows:
- What message you create,
- What platforms you advertise on, and
- How you position your offer.
Once you get this right, the rest of your marketing becomes easier, cheaper, and more effective.
What Is a Niche and Why It Matters
A niche is a focused, specific segment of the market that you serve best.
It’s where your expertise meets a group of people with a shared problem or desire.
Imagine two businesses:
- A salon that says “We do hair for everyone.”
- Another that says “We help new moms regain their confidence with post-pregnancy hair treatments.”
Which one do you think attracts stronger emotional response?
Obviously, the second — because it speaks to a specific person with a specific problem.
Allan Dib uses a powerful analogy:
“A 100-watt light bulb lights up a room, but a 100-watt laser can cut through steel.”
Both use the same energy — but focus makes all the difference.
That’s what niche marketing does. It channels your energy toward the exact audience who will benefit the most from your solution.
Why Finding a Niche Creates Power
Here’s why narrowing your focus creates explosive results:
- 🎯 Your message resonates — people say, “That’s exactly me.”
- 💰 Your ad costs drop — you’re no longer wasting budget on the wrong audience.
- 🧠 Your brand becomes memorable — you’re known for something clear.
The best part? You don’t need a big budget to win in a niche.
In fact, the smaller your business, the more important it is to specialize.
“Big brands can afford to target everyone. Small businesses can’t — and shouldn’t.” – Allan Dib
Using Allan Dib’s PVP Index to Evaluate Your Market
If you already run a business, you probably serve several different customer types.
But not all customers are equal.
Some clients bring profit and joy. Others bring headaches and complaints.
So how do you decide which market to focus on?
Allan Dib introduces a simple but brilliant framework called the PVP Index — a scoring system to evaluate and compare different markets you could serve.
PVP stands for:
- Personal Fulfillment – Do you enjoy serving this market?
- Value to the Marketplace – Do they truly benefit from your service?
- Profitability – Does this segment bring good financial returns?
How to Use the PVP Index
- List the different market segments or customer groups you currently serve.
Example: corporate clients, weddings, SMEs, freelancers, etc. - Score each one from 1–10 in all three categories (Personal Fulfillment, Value, Profitability).
- Add up the scores.
The segment with the highest total should be your focus.
Let’s take an example.
| Market Segment | Personal Fulfillment | Value to Market | Profitability | Total |
|---|---|---|---|---|
| Wedding Photography | 9 | 8 | 6 | 23 |
| Corporate Headshots | 5 | 9 | 9 | 23 |
| Family Portraits | 7 | 7 | 5 | 19 |
Both wedding photography and corporate headshots score high — meaning these are ideal target markets.
But maybe you love doing weddings — then that’s your niche.
This method helps you make decisions based not only on money, but also motivation and value.
Because the best marketing plan isn’t just profitable — it’s sustainable and fulfilling.
📎 Read next: How to Identify Your Ideal Target Market →
Why Selling to Everyone Means Selling to No One
This is one of Allan Dib’s most famous quotes — and it’s the one most entrepreneurs ignore.
Many small business owners fear “missing out” if they focus too narrowly.
They worry that excluding some people will reduce sales.
But here’s the paradox:
When you narrow your focus, your sales often increase.
Because instead of being half-relevant to everyone, you become deeply relevant to someone.
The Generalist vs. Specialist Analogy
Think about doctors.
- A general practitioner treats everything — but charges RM80 per visit.
- A heart surgeon focuses on one thing — and charges RM8,000.
Both work in healthcare, but specialization commands premium pricing.
The same rule applies in business.
If you want to escape price wars, you need to stop being a generalist.
When you define exactly who you serve best, you can:
- Speak directly to their desires,
- Offer specialized solutions, and
- Build stronger trust.
That’s how you move from being “just another option” → to being “the obvious choice.”
The Danger of Being Too Broad
Allan Dib warns that trying to please everyone leads to weak messaging and unfocused offers.
Your marketing becomes like noise in a crowded room — easily ignored.
For example:
“We help businesses grow”
vs.
“We help small e-commerce brands double their sales through conversion-focused copywriting.”
The second message tells the reader exactly who it’s for and what benefit they’ll get.
That’s why the first square on the 1-Page Marketing Plan — “Selecting Your Target Market” — exists before everything else.
You can’t write good copy, run good ads, or build loyalty without clarity on who you’re targeting.
📎 Also read: Mistakes Businesses Make When Choosing a Target Market →
Dib.
Creating Your Ideal Customer Avatar (Step-by-Step)
Once you’ve narrowed down your niche and identified which market scores highest on the PVP Index, it’s time to zoom in even further.
You need to build a Customer Avatar — a fictional, detailed representation of your ideal customer.
This is where your marketing becomes truly powerful.
Instead of guessing who your customers are, you visualize them — as if they’re sitting right in front of you.
Why You Need a Customer Avatar
Imagine walking into a room full of strangers and saying:
“Hey everyone, buy my product!”
Now imagine walking into that same room and saying:
“Hey Sarah, I know you’ve been struggling to balance your online business and family time — here’s something that saves you hours every week.”
Which one will get attention?
That’s the difference between marketing to a crowd and marketing to a person.
Creating a Customer Avatar helps you speak directly to your perfect customer’s pain points, desires, and motivations.
Step-by-Step: How to Build a Customer Avatar
Step 1: Demographics
Start with the basics:
- Age
- Gender
- Location
- Income level
- Occupation
This helps you understand who they are in real-world terms.
Example:
“Amira, 34, lives in Kuala Lumpur, works full-time in marketing, and earns RM5,000/month.”
Step 2: Psychographics
This part is often ignored but it’s where the magic happens.
Ask yourself:
- What keeps them awake at night?
- What are their fears and frustrations?
- What goals are they chasing?
- What values do they hold?
Example:
“Amira feels overwhelmed managing her freelance clients. She dreams of quitting her 9-to-5 job but doesn’t know how to get consistent income online.”
Step 3: Buying Behavior
Observe how they buy:
- Do they compare prices or buy on trust?
- Do they follow influencers, watch reviews, or rely on word of mouth?
- Are they emotional buyers or logical ones?
This helps you choose the right marketing tone — emotional, aspirational, or data-driven.
Step 4: Pain Points and Goals
Finally, list their biggest problems and desired outcomes.
Your product should sit exactly between those two points — the bridge that helps them move from “pain” to “goal.”
Example:
Pain: “Too busy to manage multiple clients manually.”
Goal: “Automate her business and earn stable income.”
Once you’ve defined your avatar, give them a name and face.
It might sound silly, but it’s powerful. When writing blog posts, social media captions, or emails, talk to “Amira” — not the crowd.
📎 Read next: Creating Your Ideal Customer Avatar (Step-by-Step)
Market Segmentation Strategies for Small Businesses
Now that you know your ideal customer, let’s break down how to segment your market effectively.
Market segmentation means dividing your overall audience into smaller, more manageable groups based on shared characteristics.
Big brands do this with millions of dollars in data — but small businesses can achieve the same clarity with simple tools.
1. Demographic Segmentation
This is the most common form — dividing customers by age, gender, income, education, or occupation.
Example:
- Men aged 25–40 who work in urban areas and are interested in fitness products.
Use case: A Malaysian fitness brand focusing on busy professionals.
2. Geographic Segmentation
Segment based on where your customers live.
Urban customers might prefer convenience and delivery services, while rural customers might value durability and trust.
Example:
- Shopee sellers often target West Malaysia separately from East Malaysia due to delivery cost differences.
3. Psychographic Segmentation
Divide your market by lifestyle, values, and personality traits.
This goes beyond what people buy — it’s about why they buy.
Example:
- Eco-conscious customers who prefer sustainable home products.
- Ambitious freelancers who invest in productivity tools.
4. Behavioral Segmentation
This one is based on purchase habits and brand interactions.
Example:
- First-time buyers (need education + trust)
- Repeat buyers (need loyalty offers)
- Lapsed customers (need reactivation campaigns)
Why Segmentation Gives You a Competitive Edge
When you’re small, you can’t outspend large corporations — but you can out-target them.
Big brands run mass marketing campaigns.
You, on the other hand, can craft laser-focused messages that resonate deeply.
“Focus on a tribe, not a crowd.” – Allan Dib
That’s how you outperform big brands even with a smaller budget.
📎 Read next: How Market Segmentation Helps You Outperform Big Brands →
Common Mistakes When Choosing a Target Market
Even with good intentions, many entrepreneurs fall into the same traps when defining their market.
Here are the most common mistakes Allan Dib warns against — and how to avoid them.
Mistake #1: Trying to Copy Competitors
Seeing your competitor target a certain group doesn’t mean it’s right for you.
You might have different strengths, personality, and customer chemistry.
👉 Instead: Use your PVP Index to evaluate your fit — not someone else’s.
Mistake #2: Being Too Broad
If your product can “help anyone,” it usually helps no one.
Broad messages confuse audiences and lead to wasted ad spend.
Example:
❌ “We help people grow their business.”
✅ “We help home-based online sellers grow to RM10k/month using TikTok ads.”
Mistake #3: Ignoring Profitability
Some markets are fun but not profitable.
Maybe they love your product but don’t have the budget to buy it.
You must evaluate both interest and purchasing power.
Sometimes, the smaller but richer niche is better than the bigger but broke one.
Mistake #4: Fearing Exclusion
Many entrepreneurs fear that choosing a target market means losing opportunities.
But focus doesn’t mean limitation — it means prioritization.
You can always expand later, but only after dominating one segment.
“Dominate one niche first, then expand.” – Allan Dib
Mistake #5: Attracting “Energy Vampire” Clients
Some customers drain your time and energy without delivering profit or satisfaction.
They’re demanding, price-sensitive, and often complain the most.
The PVP Index helps you identify and avoid these early.
If a market scores low on Personal Fulfillment or Profitability — avoid it, no matter how tempting it looks.
📎 Also read: Mistakes Businesses Make When Choosing a Target Market →
Real-World Examples of Laser-Focused Targeting
Theory is great — but let’s look at how this works in practice.
Example 1: The Photographer Who Stopped Shooting “Everything”
A Malaysian freelance photographer used to take on any job — weddings, corporate, events, family portraits.
He was overworked and underpaid.
After applying the PVP Index, he realized he loved doing corporate headshots the most — short sessions, high fees, low stress.
He rebranded his website, updated his tagline, and ran Facebook ads targeting HR managers.
Within months, he became known as “the corporate headshot specialist.”
His income tripled even though his workload halved.
Example 2: The Online Boutique That Focused on Muslimah Fashion
Instead of targeting “all women,” one online boutique narrowed its niche to modern hijab-wearing millennials who want trendy yet modest outfits.
Their ads now feature hijab influencers, relatable captions, and TikTok styling videos.
Sales skyrocketed — not because they sold more products, but because their brand spoke clearly to the right audience.
Example 3: The Coach Who Found a Niche in Busy Moms
A life coach struggled to stand out until she realized her best clients were working mothers juggling career and family.
She renamed her brand “Balance for Moms,” created workshops around time management, and started a podcast.
She now attracts loyal clients who feel seen — because her message fits their world perfectly.
These examples prove one thing:
Success doesn’t come from reaching everyone, but from connecting deeply with someone specific.
📎 Explore more: How to Find Profitable Niches in a Competitive Market →
Summary & Action Steps
Choosing your target market isn’t a guessing game — it’s a structured process.
Let’s recap the key takeaways from Step 1 of The 1-Page Marketing Plan:
✅ 1. Start with Focus.
Don’t try to sell to everyone. Clarity beats complexity.
✅ 2. Use the PVP Index.
Score your current markets based on Personal Fulfillment, Value to Market, and Profitability.
✅ 3. Build a Customer Avatar.
Name them, understand them, and speak directly to them.
✅ 4. Segment Smartly.
Use demographics, psychographics, and behavior to fine-tune your audience.
✅ 5. Avoid Common Mistakes.
Don’t copy others, stay too broad, or serve unprofitable markets.
✅ 6. Stay True to Your Niche.
Focus on one tribe, master it — then expand.
Action Item
Go to your 1-Page Marketing Plan worksheet and fill in Square #1: Selecting Your Target Market.
Write down:
- Who is your ideal customer?
- What problems do they have?
- Why are they your best fit?
You can download Allan Dib’s free worksheet at successwise.com or 1pmp.com.
Ready for Step 2?
Once you’ve defined your audience, it’s time to craft your message — how you’ll communicate value to that audience.
📎 Continue your journey → Crafting Your Message (Step 2 of The 1-Page Marketing Plan)
FAQ
Q1: What is a target market and why is it important?
A target market is a specific group of people your business focuses on.
Choosing the right one helps you focus your budget, create relevant content, and attract customers who truly want your offer.
Q2: How can I identify my ideal customer?
Use Allan Dib’s PVP Index — score each market segment by Personal Fulfillment, Value to Market, and Profitability.
Then, create a customer avatar to understand their exact needs.
References
- Dib, Allan. The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out from the Crowd. Successwise, 2016.
- NielsenIQ Malaysia Consumer Behavior Report 2024
- Statista Malaysia eCommerce Trends 2025
💡 Next Step: Want to go deeper?
Read our support article: How to Identify Your Ideal Target Market — with examples and worksheets you can use right now.
