This section on customer segmentation provides resources and materials to support the following learning objectives:
- Develop strategic choices between different customer segments for any given startup idea.
- Understand types of (traditional) customer segmentation.
- Enhance customer segmentation with “Job-to-be-Done” and Personas.
- Characterize customer segments in terms of adopter categories.
- Formulate hypothesis about customer problems and solutions with the value proposition canvas.
- Test hypothesis about customer problems and solutions in interviews.
Strategic choice between customer segments
- Market Opportunity Navigator - Intro:
- Market Opportunity Navigator - Materials
Market S-Curve and Adopter Categories
Value proposition canvas