Customer Segments
Posted: Sat Jan 04, 2025 3:39 am
Let's start with customers. They are at the heart of your project, they are the ones who will buy your products and services, who will fuel the turnover of your business. From a methodological point of view, starting with customers is the best option.
In this context, you need to define the different segments or targets, that is, the different customer profiles to which your products and services are aimed. Each segment corresponds to a homogeneous group of individuals (or companies if you are in B2B), sharing similar expectations, needs, preferences, and similar budgets.
If your project consists of several activities or several dimensions, you will have at least as many segments as activities/dimensions. For example, if you are a media, you will have at least two segments: readers and advertisers. Obviously, for each dimension, within each "macro" segmentation, you must identify more specific segments. To properly identify your main segments, we advise you to use the method of creating personas . On this subject, we recommend reading this excellent article .
For each customer segment, you need to identify your customers' problems, needs, and habits. This will help you build your value propositions.
A word of advice: if you have too many customer segments, we egypt whatsapp list recommend that you focus on your priority segments, limiting yourself to 6 or 7 personas maximum. It is normal that you spend a lot of time on this first step, it is normal, rest assured. Customer segments and value propositions are the two most structuring elements. All the other steps, all the other frameworks come from these two components.
Find out how to build your Ecommerce Business Plan (Excel Template and Complete Guide) .
#2 Value Propositions
A value proposition is an offer presented from the perspective of benefits for the customer. Your customers will buy your products and services if you have a good value proposition. The "Value proposition" step is carried out in parallel with the "Customer segments" step. It is the analysis of your targets, their needs, their expectations, their problems that will help you build and refine your value propositions. List all the value propositions that you identify and then prioritize them. You must capitalize and work on your main value propositions, on what makes your target choose you rather than your competitors.
Once you have identified your main value propositions, those that best represent your added value, you can try to link them to your different segments. This mapping will allow you, for example, to say "We have 3 personas. Persona 1 is sensitive to Value Proposition 1 and 2. Persona 2 is only sensitive to proposition 1. Persona is sensitive to PV 3, etc."
Again, identifying key customer segments, key value propositions and combining them is the biggest part of your job.
In this context, you need to define the different segments or targets, that is, the different customer profiles to which your products and services are aimed. Each segment corresponds to a homogeneous group of individuals (or companies if you are in B2B), sharing similar expectations, needs, preferences, and similar budgets.
If your project consists of several activities or several dimensions, you will have at least as many segments as activities/dimensions. For example, if you are a media, you will have at least two segments: readers and advertisers. Obviously, for each dimension, within each "macro" segmentation, you must identify more specific segments. To properly identify your main segments, we advise you to use the method of creating personas . On this subject, we recommend reading this excellent article .
For each customer segment, you need to identify your customers' problems, needs, and habits. This will help you build your value propositions.
A word of advice: if you have too many customer segments, we egypt whatsapp list recommend that you focus on your priority segments, limiting yourself to 6 or 7 personas maximum. It is normal that you spend a lot of time on this first step, it is normal, rest assured. Customer segments and value propositions are the two most structuring elements. All the other steps, all the other frameworks come from these two components.
Find out how to build your Ecommerce Business Plan (Excel Template and Complete Guide) .
#2 Value Propositions
A value proposition is an offer presented from the perspective of benefits for the customer. Your customers will buy your products and services if you have a good value proposition. The "Value proposition" step is carried out in parallel with the "Customer segments" step. It is the analysis of your targets, their needs, their expectations, their problems that will help you build and refine your value propositions. List all the value propositions that you identify and then prioritize them. You must capitalize and work on your main value propositions, on what makes your target choose you rather than your competitors.
Once you have identified your main value propositions, those that best represent your added value, you can try to link them to your different segments. This mapping will allow you, for example, to say "We have 3 personas. Persona 1 is sensitive to Value Proposition 1 and 2. Persona 2 is only sensitive to proposition 1. Persona is sensitive to PV 3, etc."
Again, identifying key customer segments, key value propositions and combining them is the biggest part of your job.