The Go Succeed Start team hosts this online Know Your New Customers' masterclass.

This interactive workshop helps entrepreneurs and business owners develop a clearer, practical understanding of who their customers really are and how emerging buying behaviours, values, and preferences are reshaping markets.

Participants will explore how customer culture is evolving, how purchasing decisions are influenced by psychology and values, and how businesses can align their products and services with the expectations of today’s emerging customer base.

This session combines practical exercises with strategic reflection to strengthen market positioning and commercial clarity.

During this workshop, participants will have the opportunity to connect with others who are at a similar stage on their business journey. This session will make use of breakout rooms, and attendees are encouraged to use their cameras and microphones throughout.

By the end of this session, participants will:

• Gain clarity on their target customer (demographics, behaviours and preference)
• Create practical customer personas
• Identify customer needs, values, and pain points
• Understand how emerging buying culture and customer values are shifting in the present world influenced by AI
• Explore pathways to finding and attracting new customers
• Be introduced to key customer psychology frameworks that influence purchasing decisions
• Learn how to create curiosity and commercial interest

Why This Workshop Matters

Customer preferences are changing. Buying values are evolving. Trust, authenticity, cultural awareness, and digital behaviour now shape decision-making more than ever.

In a competitive and economically uncertain climate, businesses that understand the psychology and values of their customers will outperform those that rely on assumptions.

This workshop provides clarity, focus, and strategic direction helping businesses access markets, boost sales, and build sustainable customer relationships.

Who Is It For?

• Start-ups and early-stage entrepreneurs
• Established SMEs looking to grow or reposition
• Social enterprises
• Retail, service, and product-based businesses
• Business owners seeking new customers or entering new markets

About the Facilitator

Steve Lazars has worked with over 600+ businesses, startups and entrepreneurs across NI, supporting them in customer positioning, growth strategy, and commercial development. He has delivered hundreds of workshops over the years and brings practical insight into customer thinking, buying behaviour, and market adaptation grounded in real-world experience. He is the founder of EMEEN and The Business Zone.

This Go Succeed workshop is open to all individuals in the early stages of their business, throughout Northern Ireland, and is facilitated by Enterprise Northern Ireland.

Registration instructions: This event is free for individuals and will be hosted online via MS Teams. Please note, your email confirmation, Live Stream link and access code will come from noreply@glistrr.com, please add this to your list of trusted accounts to prevent information landing in your junk folder.

Accessibility: If you have any accessibility requirements or adjustments you would like to make us aware of, please contact enievents@enterpriseni.com and we will endeavour to make the reasonable adjustments, given advance notice.

This webinar is brought to you as part of Go Succeed NI. Go Succeed represents a significant investment in local entrepreneurs and businesses, funded by the UK Government.