answer:It sounds basic, but you have to go with what you do know, and what you can deduce from the information you already have. Small businesses rarely have the type of deep demographic information you’re talking about early on because they’re still finding their customers. But a lot of decisions have been made already that you can build on. I’m assuming you’re marketing a product (in other words she’s not the product)... and if so you should already know - the company name – the product(s) name – how the product is sold already (retailers, online, straight to the public, their own branded stores, etc) – how they’re marketing the product currently (word of mouth, magazine, online, trade shows, door to door, whatever) So with those, you can figure out a lot about their target demographic already Company name – Wrangler and Apple Bottoms both sell jeans, but it’s fairly obvious just from the name that they’re going after different customers, same goes for the product name How the product is sold – if it’s sold through retailers, then you can make some educated guesses about their demographics based on location, advertising, etc… if they sell exclusively online, it’s a different crowd that’s comfortable buying online How they’re marketing currently – a magazine ad in Dwell has a different target than Cosmo and both of those magazines probably do provide in depth demographic information you can use as a guide You’ve met the decision maker – remember most people tend to sell to people like themselves and their friends… If she’s young, female, and lives in NYC, she’s probably not marketing farm tractors So, hopefully you can use that as a base. As far as the presentation, remember people get excited about the ideas, not the structure. Focus on the idea and showcase the possibilities it brings. Show how your ideas open new markets, elevate the brand as a whole, or make it easier for people to buy. The details won’t get people excited and will change when you get hired anyway once everyone has their say. Think the execution through and acknowledge the challenges so you can discuss them intelligently. Beyond that, her worries would probably mostly be costs and manpower. The two questions I get asked on every project are “How much?” and “How long?” Good luck with the job.