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University of Leeds

Starting a Business 3: Customers and Competitors

University of Leeds via FutureLearn


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To run a successful business you need to understand who your customers are and more importantly, how you are going to reach them. Whether you have an idea for a future venture or you already have a side-line business whilst studying, this course will help you to recognise and understand your target market. It will give you the time to plan and help you to start documenting your thoughts in a structured business plan while allowing you to share your ideas with others.

This course is the third in a series of six about ‘starting a business’.

This course is part of the Going to University collection which has been specifically designed for students at schools and colleges. They provide a taster of undergraduate study at the University of Leeds and help students to decide which subject to study at university.

Completion of the courses will also enhance students’ university applications.

The courses can also be used as a teachers’ classroom enrichment resource.

Courses in this collection are also great for people that want an introduction in the specific subjects discussed in each course.


  • Understanding your market
    • Welcome
    • Customers and competitors
    • Ashleigh's business challenge
    • Summary
  • Realising your vision
    • About week 2
    • Your turn
    • Your Business plan
    • What next?

Taught by

Sarah Underwood


4.9 rating, based on 9 Class Central reviews

4.5 rating at FutureLearn based on 12 ratings

Start your review of Starting a Business 3: Customers and Competitors

  • Anonymous
    Useful information. I am learning this series of course. Hight recomnended to anyone looking to start up a business in the future.
  • Anonymous
    A very good course for anyone who wants to develop their customer service knowledge and skills. I completed two weeks initially and now have enrolled for further lessons. I want to understand much more about customers' behaviour and what motivates them to buy from one business over the other.

    II would like to start my own business one day and so armed with this valuable knowledge, it will give me a good start.
  • Anonymous
    My name is Ngozi from Nigeria. This course has help me to know who my customers are and how to play in my industry. Most Importantly I understand what my market segment should be like and how to handle competition in the industry. I also understood the role the4P's play in marketing. It is an amazing course for a startup.
  • Anonymous
    Very useful and informative. I am learning a lot through this series of courses. Highly recommended to anyone looking to start up a business.
  • Anonymous
    Great topic especially the 4Ps. It helps you know how to target and maintain your customers.

    Recommend it to people who are starting up businesses
  • Anonymous
    It helped me think realistically about my market nice and hard and it's quite a small one indeed with the business idea I had in mind
  • Profile image for Ayot Adhiambo
    Ayot Adhiambo
    It helped me think realistically about my market nice and hard and it's quite a small one indeed with the business idea I had in mind
  • Seth Rader
  • Ashley Eidler

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