1. The document discusses customer segmentation and target selection for go-to-market strategies. It emphasizes focusing on specific customer segments rather than trying to be for everyone. 2. Key concepts covered include customer segmentation, target segment selection, and customer personas. It recommends selecting low-hanging fruit segments that are in most need of the solution and have few barriers to entry. 3. An example target segment discussed is SaaS startups with at least two remote customer support team members. The document provides advice on how to tailor messaging, pricing, product roadmap, and marketing for a specific target segment.

1. CUSTOMER
SEGMENTATION &
TARGETING FOR GO-TO-
MARKET
WORKSHOP
Ashl ey Greene, Instrati fy
There's Only One King In Business...

2. No Matter What The Project…
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There’s an incredibly
dangerous tendency I’ve
dealt with:
Trying to be something for everyone.

3. Image Source: https://i.ytimg.com/vi/nNJzrvtnoQE/hqdefault.jpg

4. A Few High-Level Concepts...
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Customer Segmentation
Strategically grouping your
customers by at least 1
common factor.

5. A Few High-Level Concepts...
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Target Segment Selection
Choosing which customer segment
you should focus your efforts on.
Hint: As you go-to market, you’ll want
to select the low-hanging fruit.

6. A Few High-Level Concepts...
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Customer Personas
Gives you the necessary context to
sell, build, and market more
effectively. You're selling to
HUMANS after all...

7. What Drink Would
You Be More Likely
To Buy?
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8. The drink for
everyone.

9. The drink for startup
founders when they
need energy,
inspiration, and luck.

10. Because Who You Target Determines:
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Messaging
Business Model
Product Roadmap
Pricing
Marketing Channels
Sales Structure

11. For every increment of focus,
your effectiveness increases
by 10x.
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12. Instratify @AshleyKGreene
1. The more segments you target, the more resources
you need to be effective; AND
2. The broader those target segments are, the more
resources you need.

13. BY DEFINITI0N...
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Startups are severely
resource constrained.

14. FOMO?
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Get Over It.

15. Instratify @AshleyKGreene
"Focus means saying no to highly
attractive opportunities that may be
knocking on your door...
You will win by having a product that
is over the bar for one sub-segment,
and well targeted focused messaging
that resonates clearly with that
segment."
David Skok, VC, Investor in Hubspot

16. Harvard
Ivy League,
then Boston
Schools
All U.S. Colleges (Top
20 1st), then
All U.S. High Schools
International
Colleges + High Schools
Select Markets: U.K., etc
Any individual with an email address
Businesses
Example: Facebook's Add & Stack Targeting

17. Instratify @AshleyKGreene
SMBs
Weak Go-to Market Target Segment?

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SaaS startups with at least 2 remote support team
members.
A bit better.

19. Instratify @AshleyKGreene
Using the latter...
Messaging: Can highlight the key benefit(s) related to remote
customer support teams in SaaS startups.
Pricing: Could price on team members, number of tickets,
flat-fee
Product Roadmap: Prioritize features that make handing-off
support between team members easier.
Marketing channels: Inbound, SEO, Sharing

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If this was easy,
everyone would
have their own
billion-dollar
unicorn.

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Total Addressable Market (TAM):
Who could ever get value out of
your product?
Serviceable Available Market (SAM):
Who can you realistically serve with
your product?
Share of Market (SOM):
What segment of SAM can you serve
best right now?

22. Case Study: Square’s TAM, SAM, SOM
at Go-to Market
TAM:
Anyone who sells things.
SAM:
Any person that accepts credit cards for payment.
SOM:
Tech-savvy merchants in the Bay area.
Source: First Round Review

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You'll Want To Think About...
Which segment is the lowest-hanging fruit? Who’s pants are on fire?
Who is already showing love for your product?
Who can get the most value from your product as it stands today?

24. Instratify @AshleyKGreene
Ideal Go-To Market Target Segments...
1. Are low-hanging fruit.
2. Have low barriers to entry.
3. Have the possibility of compounding returns.

25. Instratify @AshleyKGreene
Low-Hanging Fruit
Feel the pain your solution solves tremendously.
Has resources to buy.
Will get enough value from your product as it stands
today.
MOST LIKELY TO BUY FROM YOU.

26. Instratify @AshleyKGreene
Low Barriers To Entry
Easy to reach.
No monopolies.
Not heavily regulated.
Cost-of-acquisition is reasonable.

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Compounding Returns
Highly influential.
Evangelical.
Make great case studies for future segments.
Help spread product awareness.