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Who is the main target audience of havenly.com
Hello! Thank you for your question regarding the target audience of Havenly. The short answer is that the company targets women between the ages of 18 and 55, although they place a primary focus on the tech-savvy younger generation, such as millennials decorating their home or a nursery for the first time. You will see a deep dive of my findings below.
METHODOLOGY
Because target audience information is not published by Havenly, I researched this information from a variety of other sources. Specifically, I consulted LinkedIn, Alleywatch, Alexa, and a number of other articles and reports regarding the company.
DEMOGRAPHICS
Based on a LinkedIn article focused on Havenly and, in particular, an blog-based advertisement for the company titled "Five Beautiful Entryway Decorating Tips," the target market includes women between the ages of 18 and 55, and who live in New York City; High Point, NC; and Atlanta, GA. New York City in particular is a major target area for Havenly because "our service resonates well with young professionals who enjoy the finer things in life and appreciate a well-designed home." Further, the company's co-founders have indicated a keen interest in Chicago as well because the city "has been super amazing for us simply because of the demographics of folks that live there." Specifically, "they're tech savvy, younger, but also see a good cost of living. People are settling down and buying bigger spaces."
While the LinkedIn article and the advertisement it reviews provide a focus on women between the ages of 18 and 55 though, further research provided a more segmented target audience of technology-minded millennial women who are decorating their first home and/or nursery. Most likely, the women turning to Havenly and other similar design services are married. Finally, the company focuses on targeting college-educated women who have recently graduated. In fact, the vast majority of customers coming to Havenly's website have at least a bachelor's degree, and many more have attended graduate school.
PSYCHOGRAPHICS
Perhaps most obviously, the target audience of Havenly is interested in interior design. While women hiring the service are asking for help in decorating their home, their input is of great importance to the final product and, as a result, they should have some level of interest in interior design. Most potential customers finding their way to Havenly's website are searching for some variation of the phrase "interior design," such as "online interior design," "interior design online," and "interior design help."
Further, the target customer of Havenly (and, in a wider sense, of any interior designer) wants their home to be one-of-a-kind and is interested in "authentic brands." As the Boston Globe puts it, "when you hire a designer...you're looking for something more personalized and customized."
The women drawn to Havenly are likely also busy with work (the majority of people visiting the site are doing so from work), friends, and family and don't have time for a traditional interior design service which would require months of input and continued work. Havenly's unique approach, which allows a majority of the work to be done online, provides a solution to fitting home decorating into their otherwise busy schedules.
SUMMARY
To summarize, the target audience of Havenly consists of millennial women with a college or master's degree. Further, these women are career-oriented and likely married with growing families, making them too busy to handle their home's design on their own or through a traditional time-consuming design service. These women are focused on creating a one-of-a-kind space that reflects themselves and their values, and are likely decorating their first home and/or nursery. Finally, the company focuses primarily on New York City and Chicago, but also places a focus on cities such as High Point, NC and Atlanta, GA.
Thank you for asking Wonder! Let us know if we can help with anything else.