Lesson Three Teacher Instructions

Lesson Three: Target Market and Brand

 

Overview

In this lesson, students will continue developing their Business Model Canvas by discussing possible target markets and branding.

Objectives

Students will be able to:

• Identify potential target markets for their business
• Describe what a brand is and explain what makes a good brand

 

Teacher Preparation

• Review detailed instructions to become familiar with materials/activities
• Ensure there are a computer, projector and speakers available. 

Agenda

1. Introduction (5 min)
2. Mini-Lesson: Target Market (15 min)
3. Activity: Target Market (10 min)
4. Mini Lesson: Branding (10 min)
5.  Activity: Brand (15 min)

Activities

 

1. Introduction (5 min)

Project the Lesson Three Slides and go through the slides as you go through each activity.

{Slide 2} 

Remind students how much of the Business Model Canvas was completed in the last lesson. Today’s focus will be on completing the Target Market section.

2. Mini-Lesson: Target Market (15 min) 

{Slide 3}

Ask if anyone can explain what a Target Market is and have students share their ideas. Explain that a Target Market is the group of people to which a business chooses to sell its products and services. Most businesses are only interesting to certain parts of the population, so it’s important for a business to understand who is most likely to buy from them and target their promotions to that group so that their marketing can be most effective.

{Slide 4}

Ask: “If you were opening a lemonade stand, who would you want to buy your lemonade?”. Let students share their answers (ex. kids, parents, neighbors, etc.). Explain that the group of people we’ve described would be the business’ target market – the specific group of potential customers that the business will focus on.

{Slide 5}

Introduce that there are four main parts of a target market:

·       Age: How old are they? (kids, teens, adults, or seniors)

·       Location: Where do they live? (neighborhood, city, online)

·       Interests: What do they like? (sports, video games, healthy food, etc.)

·       Needs: What problem do they have that your business solves?

For example, a Skateboard Shop might have a target market of teens who love skating, live nearby, and need gear.

3. Activity: Target Market (10 min): 

{Slide 6}

Split students into their teams and have each team answer the following questions to determine the target market for the business they are planning:

1.      What age group will buy this?

2.     Where do they live or shop?

3.     What are their interests?

4.    What need or problem does this solve?

Have the groups share their target markets quickly with the class.

Wrap up by asking, “Why do you think it is better to focus on a target market instead of selling to everyone?”. Encourage students to connect this to their own lives or the lemonade stand example (ie. It would be a waste of time and money to promote a lemonade stand in our community to people who live in a different city, province or country). 

4. Mini Lesson: Branding (10 min)

Tell students that companies develop a brand to help customers recognize them.

{Slides 7-31}

Guess the Brand - Show students the logos and ask them to guess what company they represent. Ask them what words come to mind when they see the logo.

{Slide 32}

Logos are important because they help people quickly recognize a brand, but a company’s brand is more than just their logo. A brand is how people think and feel about something. A strong brand helps people remember, trust, and connect with a business or idea.

Imagine two lemonade stands.

Stand A

• Bright yellow sign
• Friendly smiles
• Fresh lemons
• "The Coolest Lemonade in Town!"

Stand B

• Plain cardboard sign
• No decorations
• Same lemonade

Ask students which stand they would visit first and why?

5. Activity: Brand (15 min)

{Slide 33}

Have students think of their favourite snack, toy, game, or clothing brand.

Have them answer:

• What is the brand?
• What colours do you notice?
• How does it make people feel?
• What makes it memorable?

Invite 2–3 students to share.

Next Steps

{Slide 34}

• Ask students the questions on the slide as a reflection on Lesson 3.
• Review the materials for Lesson 4.