Segmenting a market

<ul> <li>Divide customer universe</li> <li>Characterize each <em>segment</em></li> <li>Define a list of <em>finalists</em></li> <li>Target the optimum segment</li> </ul> <p>When <a class="wikilink" href="/crossing_the_chasm/">Crossing the Chasm</a>, we don't have much customer experience, with low product experience, and mainstream customers differ from early adopters. </p> <p>We can create different use-case scenarios, and develop <a class="wikilink" href="/customer_personas/">customer personas</a>. </p> <ul> <li>Buyer information<ul> <li>Economic buyer</li> <li>End user</li> <li>Technical user</li> </ul> </li> <li>Day in the life (before)</li> <li>Day in the life (after)</li> </ul> <p><em>Showstoppers</em>: - Do you have a buyer? - Is there a compelling reason to buy? - Do you have a complete solution? (for that buyer) - Do you have competition?</p>