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The ideal customer for the Allendale Language School's foreign language programs falls into one of two categories. The first is a middle class working person who feels the need to learn a foreign language either for a pressing work-related need, a desire to have more options in career, or a wish to travel to a foreign country and enjoy the experience more. These individuals, however, feel they cannot afford one-on-one tutoring, but are too social to be able to be content with a book, online program, or software to learn the language. They desire a classroom experience both as a structured approach to force them to make a commitment to the language learning and as a means to have extensive social interaction through the process.

The ideal customer for Allendale Language School's ESL program is a low-income worker whose lack of English language skills reduces his or her earning potential. Again, this individual feels he or she cannot afford one-on-one tutoring, and may not have a computer to make use of language software or an online program.

2.1 Market Description

Allendale Language School targets customers with the following characteristics:

  • 20 to 40 years of age
  • Hoping to travel to foreign country OR facing work requirements for a foreign language
  • Earn between $30,000 and $60,000 per year
  • Very social - likes talking to others and being part of groups (member of local clubs and associations)
  • Live within 5 miles of Allendale, NJ

For its ESL classes, Allendale Language School targets customers who are:

  • Arrived in the United States in the last ten years
  • Earn between $15,000 and $30,000 per year
  • Works or wishes to work in a field requiring greater mastery of English
  • Originally from Latin America
  • Live within 5 miles of Allendale, NJ

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