Business Plans Handbook, Volume 21 by Cengage Gale, GALE CENGAGE LEARNING


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Customers The main clientele for Mid-Mo Music will be Columbia-area residents. Columbia is a growing city, with a population that increased from 69,000 in 1990 to approximately 94,000 in 2009. The median household income of Columbia residents is $42,163, with a race distribution of 83 percent White, 9 percent Black, and 8 percent other. B U S I N E S S P L A N S H A N D B O O K , Volume 21 (c) 2011 Cengage Learning. All Rights Reserved. 33 DJ SERVICE Customers include brides and grooms planning a wedding, school event coordinators, and other people who are planning a special event that includes music.

In other words, Paul knows that the wedding reception is about the bride and groom, not about the DJ, and in accordance provides the background and environment to best showcase the couple. Some DJs make the mistake of thinking this is their ‘‘show’’—and although it may look to the DJ like everything is going great if he or she has the full attention of the crowd, the bride and groom may not agree. Paul knows that the objective is not to get the crowd to laugh at his jokes or to applaud him for his music choice but rather to help everyone have a good time and make the bride and groom happy with their choice of entertainment.

Another growing market in the spa industry is male clients. Although in the past a majority of customers have been female, more men are paying attention to the health of their skin as well as striving for a condition of overall wellness that can be enhanced by spa visits. According to ‘‘The State of Cosmetics in 2011,’’ the market for men’s skin care products increased more than five-fold between 1997 and 2009. This figure demonstrates the possibility that men visiting spas may become less of an anomaly in the future.

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