Credit union service providers define their target market
based on where they see the best business opportunities. Those
business opportunities often revolve around the asset size
of the credit union or the size of their membership. Having
a large membership base means a credit union has to service
more people with potentially greater deposits, and as such
the credit union's needs are amplified. However, selecting
a target market of credit unions based solely on ''cut-off''
standards, i.e., all credit unions over $50 million or 10,000
members, will eliminate many strong prospects.
Credit unions in the $10 million to $50 million range do
not have the same size and scope of their larger brethren.
And, when viewed as a group, their collective performance
is also not as strong. However, there are almost 3,000 credit
unions in that range, and many of them are growing quickly
and competing with larger credit unions.