The document discusses customer segmentation for businesses. It notes that businesses must consciously decide whether to target the business market or consumer market, as well as whether to target mass markets or niche markets. It defines customer segments based on demographics, spending behavior, motivations, desires, and unmet needs. The document emphasizes that different customer groups represent separate segments if their needs require distinct offers, they are reached through different channels, they require different relationship types, they have different profitabilities, or are willing to pay for different aspects of an offer. It concludes that understanding one's target customer segment is essential to creating a clear value proposition that meets that segment's specific needs.

1. businessmodelgeneration.com

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

6. segmentation means more business

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?