Customer Segmentation

Objectives

This section on customer segmentation provides resources and materials to support the following learning objectives:

1. Develop strategic choices between different customer segments for any given startup idea.
2. Understand types of (traditional) customer segmentation.
3. Enhance customer segmentation with “Job-to-be-Done” and Personas.
4. Characterize customer segments in terms of adopter categories.
5. Formulate hypothesis about customer problems and solutions with the value proposition canvas.
6. Test hypothesis about customer problems and solutions in interviews.

Lecture on Customer Segmentation

• Slides

• Recording:
  

  
  
  

Strategic choice between customer segments

• Strategic Considerations
  

  
  
  
  

• Workbook to analyze the strategic choice of customer segments
  

  
  
  

• Market Opportunity Navigator - Intro:
  

  
  

• Market Opportunity Navigator - Materials

Customer segmentation

• Basic types

Job-To-Be-Done

• Jobs-To-Be-Done framework for customer segmentation
  
  

Personas

• Personas and Job-To-Be-Done
• Personas and Segmentation

Market S-Curve and Adopter Categories

Value proposition canvas

• Explainer:
  
  
  
• Example

Customer discovery interviews

• B2C
• B2B