For the topic online resale apparel complete the Write your initial draft of the second section of your report, Customer Insight and New Product/Service Design. A Go-to-Market Strategy Template(Word document) is provided for you to use.Review the resources related to the St. Louis market:

1. Data sets for St. Louis market data from Bureau of Labor Statistics Consumer Expenditure Survey. If you would like to use Excel to copy/import for analysis purposes, use these Excel data sets (2016(Excel spreadsheet) / 2017(Excel spreadsheet) / 2018(Excel spreadsheet) / 2019(Excel spreadsheet) / 2020(Excel spreadsheet)). If you prefer using PDF files for more summary and highlighting purposes, use these PDF data sets (2016(PDF document) / 2017(PDF document) / 2018(PDF document) / 2019(PDF document) / 2020(PDF document)). The data sets in two versions are identical.
2. United States Census Bureau QuickFacts St. Louis County, Missouri(new tab)
3. Claritas PRIZM(new tab) segments for Zip Code 63005 (one of the largest zip codes for St. Louis County): Open the segment descriptions on the left side to see some of the lifestyle and media traits. The media traits will be very helpful later when you develop your promotional strategy.
4. Review the resources related to persona creation:
   1. 4 great buyer persona examples and one excellent free template(new tab)
   2. Watch this video for more on Personas and Design Thinking: Personas - Design Thinking Book(new tab)
5. For full credit on this assignment, you should meet the following requirements:
   1. Use at least 5 credible and objective sources (only 1 of the 5 sources may be a book listed in the course resources.) IWU OCLS provides a valuable resource for Evaluating Sources(new tab). Please review this document before conducting your research.
   2. This section of the paper should be 1000 words (+/- 50 words).
   3. APA format is required with proper citation and references for all sources. Feel free to utilize Academic Writer (APA formatting resource) and Grammarly (grammar and plagiarism check) on the IWU Resources(new tab) page.
   4. Use the titles in the Go-to-Market Strategy Template to provide structure and include the following:
      1. Buyer Immersion - Describe the customers/buyers? What do they value? What do they need? What are their challenges?
      2. Problem Statement What is the main problem to solve for the customer?
      3. Product/Service Ideation - In your initial draft - List ideas you posted for the Design Ideation Discussion. (You will distill and develop your idea further for your final copy of this section of the Go-to-Market Strategy Template.)
      4. Market Segmentation - Conduct high-level segmentation analysis and summarize at least two customer segments for the clients product or service. Include geographic data for a proposed St. Louis test market, demographic data, psychographic data, and behavioral data. Five years of historical consumer expenditure data from the Bureau of Labor Statistics Consumer Expenditure Survey are listed at 4.a. in this instruction. To simplify and expedite work, everyone will use a test market of St. Louis, Missouri. St. Louis is among the top 25 cities for test marketing a new national product. This geographic focus will also be used for demand estimates in Workshop 3. These are the segments that would make up the clients Serviceable Available Market (SAM). (Refer to the Market Sizing Framework template for definition and context.)
      5. Customer/Buyer Targeting - Build a target buyer profile including at least one variable from all 4 data types--geographic, demographic, psychographic, and behavioraland a total of 12 variables.
      6. Buyer Persona Build a creative buyer persona to bring the target buyer/customer to life.