businessmodelgeneration.com

marketing: customer segments

for YOUR business• business market or consumer market• mass market or niche market• multisided markets: chicken or egg?• diversified

consciously decide who you serve and who you ignore!

customer segment

what defines a customer segment?

demographics

spending behaviour

motivation

desires

(unmet) needs

why target groups and segmentation?

one

size

does

not

fit

all

segmentation means more business

customer groups represent separate segments if

• Their needs require and justify a distinct offer• They are reached through different distribution

channels• They require different types of relationships• They have substantially different profitabilities• They are willing to pay for different aspects of

the offer

relation to value proposition

‘ A Value proposition creates value for a Customer Segment through a distinct mix of elements catering to that segment’s needs’

So if you’re not clear on your customer segment, how can you be clear on your

value proposition?