2. Who are your customers?

Remember that there are several types of customer. Depending on your company's "business", it will position itself differently if its customer is :

• the "end customer", or "consumer", or "end user";

• the "intermediary customer", if your company is a subcontractor supplying the end customer's suppliers;

• any of the players in the supply chain, depending on whether your company supplies capital goods or services.

To get your bearings, you need to determine where and how your company fits into the supply chain.