Specific information on your market and clients requires primary research. This information includes such things as the number of mediators in your service area, the types of services they offer, how much they charge, and their gross income. You would be amazed how much information you can obtain from your colleagues. Some of the information you should obtain from your clients includes demographics, how the client found you, their satisfaction with your services, and suggested new services or areas of improvement. The second major step in the development of your marketing plan can be further subdivided.
Product development involves such planning points as mediation training and plans for new services.
Determining the price of your services means analyzing such things as your fixed and variable costs, income objectives, and the competition. Distribution means getting the service in the hands of the client. You will need to plan for such items as where mediations will be conducted and geographic service boundaries. You have an obligation to educate the world about this new and wonderful way of resolving disputes. Therefore, educated individuals do not, in and of themselves, constitute a market.