Your audience is who?

You must define your target audience, because knowing whom you are selling to will to a certain extent define how you operate.
For example, if your business is selling school supplies, then your target market is school administrators and boards. Your website would be created to appeal to people like these.
If you manufacture heavy-duty cold weather clothing, then you are going to have a very limited market in the tropics, so this would define what parts of the world you target your marketing at.
If you know who you are selling to, it becomes far easier to do so effectively. Defining your target market is therefore essential.