The defining characteristics of your ideal customers doesn't have to include size. Think about an expert in embedded programming. A big company like Intel cou

The defining characteristics of your ideal customers doesn't have to include size. Think about an expert in embedded programming. A big company like Intel could use his skills, but so could a small electronics startup. Yet neither a big office supply store nor a tiny supermarket would be interested in his skills at all. I'd suggest thinking about the types of problems that you can solve. The closer to profit streams the better. Is there a common thread that you like to address? The narrower your focus, the more you can charge and the easier it will be to figure out how to market yourself. Maybe your tagline is "I rescue software development projects that are failing." Maybe you could be even more specific "I rescue software projects that involve financials and are failing due to uncertain requirements." Focus on what pain you solve first, then look to see who has that pain.