The ideal customer for Orti's Organic Bakery is willing to take a little extra time and spend a little extra money to eat healthy, naturally-grown food in the morning. He or she knows the difference between store-bought or street vendor baked goods, which make no promises about organic quality, and those that do. The customer knows that organic food tastes as good as, or better, than conventionally grown good, and believes that there does not need to be any difference between eating what is good for the environment and eating what is healthy. This ideal customer would look for organic labels in grocery stores and be more inclined to buy from socially conscious brands elsewhere.

2.1 Market Description

Orti's Organic Bakery will serve customers in Wilder who share the following characteristics:

• Commute through Union Station in Wilder on a daily basis
• Live or work within a five minute walk from Union Station
• Believe in nutritional value of organic baked goods
• Believe in paying a premium for high quality products
• 22 to 40 years old
• Professional jobs
• Earn $40,000 per year and up