“Our target market is everyone!”

If we had a dollar for every time we heard these words from Founders here at Startups.co, we would have… okay, so we’re not quite sure. But it would be a lot of dollars.

We get it: planting your flag and defining your target market can be scary. It means taking a stand and proclaiming to the world, “This is who we are.” And, maybe just as scary and definitely just as important, “This is who we aren’t.”

But let us give it to you straight: your target market is not “everyone.” At least, not right away. And you know something else? You don’t want it to be, either.

What is a target market?

In layman’s terms, a target market is a group or groups of consumers in which a product or service is intended for.

The Pow...