A marketing funnel sounds like a tool of the plastic variety, but it is less of a thing that you might use in your kitchen or garage, and more of a metaphor. Think about the shape of a funnel - wide at the top and narrow at the bottom. Lots of volume goes into the top which in this case is potential customers that broadly fit your demographic and by the time it gets to the bottom, it is narrowed down to the people that fit neatly into your niche key customers. In this unit, we look at the process of the funnel and you can design a flow of transactions in your business from customers who are primed for a sales conversion into adoring fans.