business model canvas customer segment
DESCRIPTION
Part of a series to explain all the elements of the business model canvasTRANSCRIPT
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?