Guiding lines:

12. CUSTOMERS

This section describes your company’s most important customers and their share of turnover. It should also discuss how the company would handle the risks involved if it is dependent on a limited number of customers.

Generally about customers

• Where are your customers to be found geographically speaking?

• How many customers do you have at the moment?

• Are your customers small or large, do they buy often or infrequently?

• Are they solvent?

• Are the customers retailers, distributors or end-consumers?

• Which customers or target groups are most loyal to the company?

• Price sensitivity?

• Average amount per purchase?

• Turnover rate of customers?

Key customers

• Who are the company’s most important customers?

• If the company is dependent on a small number of customers, how do you handle the risk this entails?

• In what way are these customers dependent on your company?

Customer representatives

• Who at the customer makes purchases or closes deals?

• Is the sales process short or protracted?