ABSTRACTProper targeting of the advertising message is one of the most significant challenges for today's small business owner. Most small businesses do not have the research or marketing support systems of their larger counterparts. As a result they do not feel that their advertising dollars are spent with any particular accuracy. Most place their messages and make their advertising purchase decisions based on instincts or their relationships with media representatives rather than on sound data. Data information from national sources are normally not available or are inappropriate for the small business owner.This article is the second in a series of six which reviews a regionally developed Media Buyer Guide Model and the process utilized to establish the model and related start-up business. The model has potential for application in multiple community sites across the U.S. and internationally. This article discusses the use of the start up advisory panel, conceptual framework for gathering data, and some difficulties faced during the start up of the Media Buyer Guide.Subsequent articles will detail the measurement procedures utilized, the challenges faced from antagonistic media providers, refinement and packaging of the product and lessons learned. Throughout client examples will be provided to share with the reader the actual challenges faced during start up and continued operation of the service.