The situation with Shayna’s Fashion Boutique is not new as every person that starts a business faces the need to segment the market, assess his/her perspectives in each segment, and monitor the dynamics of benefits and losses his/her business experiences. Thus, to solve the uncertainty issues, Shayna needs to develop the specific market segmentation basis, create the potential market profile matrix, assess the possible demand based on this matrix, and structure her further work based on these data. Four major segmentation bases include psychographic, behavioral, geographic, and demographic ones (Kotler, 2003, p. 97). As Shayna notices buying differences according to the age groups and professional activity factors, the c. As well, Shayna should study the lifestyle and psychological peculiarities of her customers and resort to a psychographic segmentation basis for this purpose. Finally, a behavioral basis should also be considered as it will allow Shayna to study the buying habits and accompanying data about her customers. The use of these three segmentation bases will allow Shayna to consider all important information about her current and potential customers, develop the market profiles, and assess the possible demand for those profiles (Kotler, 2003, p. 99). In complex, their segmentation bases will allow Shayna to make her resources allocation more effective as only the most profitable operations will be placed in the focus of further business development. The next step in the business analysis of Shayna’s enterprise should be the development of the matrix to reflect the potential market profiles through the relation of the major groups of target customers and the benefit they bring to Shayna’s boutique. The matrix might comprise the following elements (Table 1): Table 1: Potential Profiles Matrix (Customer Group/Benefit Relationship) In this matrix, the vertical line reflects the levels of benefit the boutique obtains, while the horizontal line represents the customer groups associated with those benefit levels. From Table 1 it is obvious that the most stable benefit comes from teenagers, students, and women, both single and married, while they benefit from the purchases made by 24 – 35-year-olds fluctuates greatly between the highest and the lowest levels. Based on these data, the potential demand for the above-listed market profiles can be estimated. Thus, 24 – 35-year-olds are too selective in their purchases and bring a rather fluctuating level of income to Shayna. Therefore, it is dangerous to orient the business on this profile as it might leave Shayna bankrupt when 24 – 35-year-olds come to the stage of buying too little from Shayna. The four remaining profiles are the most secure, but as far as single and married women constitute the largest and the rather beneficial customer group, the profile they present will experience the highest demand in the future (the next 6 months) (Kotler, 2003, p. 101). Therefore, Shayna should focus on producing larger amounts of expensive and exclusive goods to satisfy the needs of this profile first hand. Her work should further focus on teenagers as her target customers and students as the potential buyers of mass-produced clothes designed by Shayna. To conclude, market segmentation, potential profile matrix, and possible demand estimation are necessary for Shayna to keep track of her dev