1. Establishing Your Mission /

1.2. Describing your target group


We can describe the people who benefit from our work.

To meet the standard in full, you are clear about which main groups in society are affected by the issues you are tackling. You know who they are, their characteristics, and you engage with them regularly. You can describe the problems they face and how they benefit (or will benefit) from your work.

In order to win support for your social enterprise and its cause, it’s important to be as clear as possible about the people or groups that you want to make a difference for.

You can ask yourself, “who are we working for and why?”. This is your target group, and is made up of all the people and groups affected in similar ways by the issues you are tackling.

The members of a target group that will benefit from your work are known as your beneficiaries.

It’s best to name your beneficiaries as precisely as you can. For example, homeless people in the Downtown Eastside of Vancouver. This will help in discussions with your team, investors and supporters and help everyone to understand who will benefit from your work and the impact that is possible.

The Target Group Tool is a quick and easy way to develop an understanding of the different people your work might reach, and the resources you need to do so.

By using this and asking helpful questions you can build a picture of the potential groups of beneficiaries:

  • What are their needs?
  • What are you offering to them?
  • How many are there?
  • How many of these will you reach?
  • How frequently will you interact?
  • What do you get in return
  • How can your relationship grow?

Research and statistics can be helpful in uncovering specific needs. For each beneficiary group, you might want to think about what information you have that can confirm the scale, significance or immediacy of the challenges they face.