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In this podcast, Alan focuses on owner-managed businesses that want to  scale up. He discusses the Minimum Viable Audience (MVA) approach and importance of niching down, so you can focus on who you really want to serve. He encourages listeners to:

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• Think about demographics and targeting your audience based on traits like age, geography, education, gender and income.
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• Think about psychographics, to understand what motivates and moves these people and explore their needs, wants and behaviours.
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• By understanding why people really want what you offer, will help you communicate what you do in a much more effective and engaging way.
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So by putting out the right messages you won\\u2019t have to hunt for your customers, they\\u2019ll be looking for you.