Your target customer
I work with lots of small businesses, and something that I have really grown to see the use of is a definition of who your target audience is – or more specifically your target customer. By that I mean the type of person that you most hope to sell your product or service to. When I started Five Pixels I didn’t formally write anything down, but I had a very clear intention of working with local businesses, and not positioning myself online as a generic web designer/developer. Also, I have always been most interested in working with small businesses – sole traders and those with only a few employees.