The third episode of Starting a Business in Maine examines the importance of identifying the potential customers of a start-up business and reaching them in the most effective and efficient manner. The show also examines the phenomenon of “guerilla marketing” and when and how best to employ it.

In this program, viewers will meet Cynthia Simonds, owner of Simonds Originals in Newcastle, who opened her business out of her home in 1997 creating and selling colorful religious vestments for all denominations. Simonds Originals continues to grow despite its fairly narrow target market  in part through Ms. Simonds' tireless networking efforts to identify potential customers and familiarize them with her services. Ms. Simonds was also aided in launching her business by the Maine Small Business Development Centers and Coastal Enterprises, Inc., making her a prime example of the importance of seeking out people and organizations in a position to help her get started.

Experts on hand to talk with host Lou McNally and answer viewers' questions will identify the elements common to successful marketing strategies, define the concept of market segmentation, and emphasize the absolutely crucial importance of networking in all aspects of the business.

The Maine Public Broadcasting Network recognizes its program collaborators, the Maine Community College System, the Small Business Administration and the Maine Small Business Development Centers.