【正文】 100k+ . You might have an idea who your customer is… but find your ‘niche’ Segmentation The global washing machine market Your product/ service Households only In the UK Earning 163。100k+ . With current machine over 2 years old You might have an idea who your customer is… but find your ‘niche’ The global washing machine market Households only In the UK Earning 163。 Segmentation Understanding the customer ‘It’s not about you. It’s not about your revolutionary products or services. Successful entrepreneurial ventures are about serving customers and their needs. Not just any customers. Target customers’ John Mullins, ‘The New Business Road Test’ ? Definition of ‘customer’ or ‘market’: ‘The set of actual or potential buyers of a product or service’ Understanding the customer ‘Segmentation’ ? It is important to ‘segment’ your customer base as users have differing characteristics and behaviours ? Think of the appropriate ways to segment your market ? Then determine which segments are most appropriate to your business Understanding the customer ‘Pen portrait’ ? A ‘pen portrait’ can really help you get into the head of your target customer You might have an idea who your customer is… but find your ‘niche’ The global washing machine market Your product/ service A ‘market entry strategy’…?? Segmentation The global washing machine market Your product/ service Households only You might have an idea who your customer is… but find your ‘niche’ Segmentation The global washing machine market Your product/ service Households only In the UK Segmentation You might have an idea who your customer is… but find your ‘niche’ Segmentation The global washing machine market Your product/ service Households only In the UK Earning 163。100k+ . Segmentation Your product/ service With current machine over 2 years old You might have an idea who your customer is… but find your ‘niche’ Your ‘milestones’ will help you to reach that customer ‘Milestones’ Your product/ service Milestones T1 T2 T3 T4 Segmentation methods Factor Consumer markets Industrial markets What are the characteristics of the customer? Age, sex, race Ine Family size Life cycle stage Location Lifestyle Vertical industry Geographical location Size of pany Technology Profitability Style/ culture of management How will the customer