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Meggie Williams-Schreurs
Meggie Williams-Schreurs

Part of a series to explain all the elements of the business model canvas

Education
1 of 11
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?

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business model canvas customer segment

  • 2. 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!
  • 3. customer segment what defines a customer segment? demographics spending behaviour motivation desires (unmet) needs
  • 4. why target groups and segmentation? one size does not fit all
  • 5.
  • 7.
  • 8.
  • 9.
  • 10. 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
  • 11. 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?