Market Segment

Summary: Break your customers into Segments, and try to focus on 1

Context: you have multiple "types" of customers for your product



Note this process is iterative, esp before product-market fit: Triple-Loop Product Management

Jul'2022: good April Dunford thread: 9 times out of 10, if we are serving multiple segments, even though it might not seem like it on the surface, the value is the same. If it isn't then generally you have a long term product strategy problem, masquerading as a positioning problem.

cluster of purchasers/users with common needs/desires for a given product in a Market

so should be based on needs-definition (Job to be Done by each Persona), not Demographics or even Psychographics (though both of those things can add some context)

see Crossing The Chasm, Warm Niche

cf Customer Discovery, Customer Development

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