Build a profile of your typical customer.  This is useful to help you better understand your customer.  It also helps focus sales and marketing activities.

• Business or Consumer Demographics (e.g. location, size, industry vertical, budget, age, gender, etc.)
• What are they using today? What pain are they feeling?
• How risk-averse are they?
• Who do they buy from?
  
• Where do they turn to get input on purchase decisions?