{"id":2250,"date":"2023-12-19T14:49:51","date_gmt":"2023-12-19T14:49:51","guid":{"rendered":"https:\/\/mobilizingphd.com\/?p=2250"},"modified":"2024-06-02T09:50:59","modified_gmt":"2024-06-02T09:50:59","slug":"lesson-4-niches-customer-segmentation","status":"publish","type":"post","link":"https:\/\/mobilizingphd.com\/index.php\/2023\/12\/19\/lesson-4-niches-customer-segmentation\/","title":{"rendered":"Lesson 4 &#8211; Niches &#038; Customer Segmentation"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Watch this interview<\/h3>\n\n\n\n<p><strong>George and Jeroen discuss why it\u2019s important to narrow your focus to a specific customer segment<\/strong> &#8211; the niche.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Lesson 4 - Understanding your Customer #2: Niches &amp; Customer Segmentation\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/tR8wIU8DxRY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><em>&nbsp;<\/em>Time required: 24 minutes<br><em>PRO TIP: click below to download an AUDIO ONLY version so that you can listen on the go!<\/em><\/figcaption><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"https:\/\/drive.google.com\/file\/d\/1q346um4NrTvpU-Zdvxjg5s8Y7mDT4otH\/view?usp=sharing\">\ud83d\udd0a Audio Only<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2) Read this content<\/h3>\n\n\n\n<p>Starting a startup is really hard. You can\u2019t help everyone. The most common strategy is to only help 1 very specific group of people, your super specific niche, also called beachhead market or initial market segment.<\/p>\n\n\n\n<p>Simply put, who will be your first 10 to 50 customers?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/iwantproductmarketfit.substack.com\/p\/what-makes-a-great-beachhead-market#details\" target=\"_blank\" rel=\"noreferrer noopener\">What is a beachhead market?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/iwantproductmarketfit.substack.com\/p\/beachhead-expansion-strategies#details\" target=\"_blank\" rel=\"noreferrer noopener\">How to slice up your market?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/iwantproductmarketfit.substack.com\/p\/from-beachhead-to-product-market-fit#details\" target=\"_blank\" rel=\"noreferrer noopener\">Start small to win big, a case study<\/a> on the steamengine<\/li>\n\n\n\n<li><a href=\"https:\/\/iwantproductmarketfit.substack.com\/p\/how-to-validate-your-beachhead-market#details\" target=\"_blank\" rel=\"noreferrer noopener\">How to validate your beachhead market with experiments?<\/a><\/li>\n<\/ul>\n\n\n\n<p><em>Time required: &nbsp;30-45 minutes, depending on your reading speed<\/em><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><em>\u201cIt\u2019s better to have 50 people love your product than 10.000 kinda like it\u201d<\/em><\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">3) <strong>Do these exercises<\/strong><\/h3>\n\n\n\n<p><em>First, add <\/em><a href=\"https:\/\/docs.google.com\/presentation\/d\/1Db157gMDu2cxD1eTnT78JKXmR0qogLkkTquHTMpBbdA\/edit?usp=sharing\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Lesson 4 slides<\/em><\/a><em> to your Journey Scrapbook<\/em><\/p>\n\n\n\n<p><em>This exercise builds on the previous lesson. We are going to refine what we\u2019ve defined. Oscar Wilde says: To define is to limit, so don\u2019t be scared if you leave out some people.<\/em> <em>Note: if you haven\u2019t tried to speak to any potential customers yet, this exercise will not do a lot for you. It helps to revisit <a href=\"https:\/\/mobilizingphd.com\/index.php\/2023\/12\/12\/lesson-3-customer-problems-jobs-to-be-done\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Lesson 3 &#8211; Customer Problems &amp; Jobs to be Done<\/em><\/a> . Good luck!<\/em><\/p>\n\n\n\n<p><strong>Which of the potential customer segments of the last lesson have you tried to speak to?<\/strong><\/p>\n\n\n\n<p>Not being able to speak to a particular segment is a red flag for a segment. This might show you don\u2019t have access to that particular segment. Not a bad thing per se, but you can\u2019t sell to people you can\u2019t speak to.<\/p>\n\n\n\n<p><strong>Did you speak to people with high problem urgency?<\/strong><\/p>\n\n\n\n<p>This is where the potential customer talks comes in. Remember the <a href=\"https:\/\/iwantproductmarketfit.substack.com\/p\/customerproblemfit#details\" target=\"_blank\" rel=\"noreferrer noopener\">customer-problem-fit<\/a> levels. How many 3s, 4s and 5s did you speak to? If you didn\u2019t speak to anly 3-4-5, you might need to try again.<\/p>\n\n\n\n<p><strong>Which type of person had the highest problem urgency?<\/strong><\/p>\n\n\n\n<p>It helps to ask yourself: Why is this a problem for this person? What are the unwanted consequences of this problem? Is this person likely to buy you?<\/p>\n\n\n\n<p><strong>On those with high problem urgency, could you try to speak to five more people like them?<\/strong><\/p>\n\n\n\n<p>This will help to validate if your beachhead market, your initial customer segment, your super specific niche, was not a fluke.<\/p>\n\n\n\n<p><strong>Ask yourself: if you were to make a bet on which group of people you could easily make 10 sales, based on your talks and gut feel, who would that be?<\/strong><\/p>\n\n\n\n<p>This is what your beachhead should feel like: it\u2019s easiest to start there. What is your Tesla Roadster?<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Watch this interview George and Jeroen discuss why it\u2019s important to narrow your focus to a specific customer segment &#8211; the niche. 2) Read this content Starting a startup is really hard. You can\u2019t help everyone. The most common strategy is to only help 1 very specific group of people, your super specific niche, also [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2371,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[],"class_list":["post-2250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lessons"],"_links":{"self":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2250","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/comments?post=2250"}],"version-history":[{"count":4,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2250\/revisions"}],"predecessor-version":[{"id":2259,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/posts\/2250\/revisions\/2259"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/media\/2371"}],"wp:attachment":[{"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/media?parent=2250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/categories?post=2250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobilizingphd.com\/index.php\/wp-json\/wp\/v2\/tags?post=2250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}