The Strategyzer model we use defines customer segments as follows:
Customer Segments are the different groups of people or organizations your enterprise aims to reach and serve. This includes users who might not generate revenues, but which are necessary for the business model to work
(e.g. users of Google’s free search engine are essential to their advertising-based business model, or doctors are usually an essential, but non revenue-generating part of a pharmaceutical company’s business model).
Questions to ask
- For whom are we creating value?
- Who are our most important customers, clients, or users?
Genesis customer segments:
Installers of Technology = IoT´s:
Our delivery channel partners. Specialised engineering companies dedicated to selling, designing, installing, delivering and servicing home technology to premium homes.
We see divide these into 2 groups and call them “Home Technology Architects”:
- Apprentice IoT – on route to build a successful business
- Mature IoT – established successful business
Premium Home Building Professionals:
Our specification channel partners. Professionals, already convinced about the need to include technology in premium homes of today and tomorrow. They are looking to learn how to integrate more technology in a simpler and more beautiful way into premium homes.
Note the niche we are looking to serve… only those focussed on premium homes & are looking to learn…focus.
- Visionary architects – looking to learn how technology can serve their vision of the homes they design
- Home builder – looking for technology that adds value to the homes they sell
- Interior design contract division – looking for technology that serves the design of spaces they create
Map your customer segments with your value proposition and you start unraveling the mystery of your business…see image on the top for a first step (courtesy Strategyzer).
Next step then is to answer the following questions:
- What change are you trying create?
- Who are you trying to change?
(for more on the importance of this last question turn to the wizards Seth Godin and Steve Blank – obvious next question then becomes “What change do you want to create?”…)
Short questions with BIG answers…
extra context re. home building professionals – below an email sent to our supply partners a while back…
Dear Willie Wonka,
- What architect-facing marketing materials do you have?
- Do you have experience in marketing towards architects? If so, could you share best practices?
- Are there any specific online activities you use to reach architects?
- How do you handle architects requests for info? Can you elaborate?
- Do you have a plan or strategy to market to architects?
