What do birds and brambles have to do with marketing?

My hedge was quivering this morning. Surely, it wasn't in response to the effects of the latest development of the financial crisis!

No, the birds were having breakfast on the tasty morsels from the brambles intertwined in the hedge plants. These brambles aren't visible for all to see - I know they are there when I have brushed up against them and come off the worse for wear! Yet, the birds know they are there and, unlike me, find them of great value.

Then it struck me that this is no different to marketing. One market may be very attractive to some while repels others.

So how do you know whether one market is attractive?

Well there are five criteria for ascertaining attractiveness:

1. Can you easily reach the market through your communications?
2. Is the level of discomfort high enough to pay for change?
   
3. Is it large enough to sustain you for a considerable time?
4. Are there a variety of ways for your to suppliy services?
5. Is there similarity of language and requirements?

If the answer is yes and you find out how to resolve the discomfort your audience has, then you are on your way for making sales and building your business.