THE CUSTOMER SEGMENT CANVAS

To analyse any business, in addition to the Use-Case Canvas, it is important to analyse the various customer segments targeted by the business. To do so, we can use a 'Customer Segment Canvas' which helps in identifying the various customer segments targeted by the business with details about the segment itself and the main value drivers for the particular segment.

Note: Every customer segment should be analysed using a separate canvas.

Defining Your Target Market

Clearly defining your target market is a very important step in any startup’s initial days. Not having a defined target market leads to a loss of money and resources.

There are 3 steps in defining your target market.

Step 1: Start out with identifying the use cases for your startup.

Step 2: Once you have the use cases, define the users who would most likely use the product/service offered. Try to be as detailed as possible in defining users by stating demographics like age, sex, income levels, status etc. , whichever are relevant.

Step 3: Lastly define the location you intend to target in different phases of your growth.

Once you have the target market defined, it becomes easier to come up with a marketing plan which can be focused and targeted so as to get the best return on the marketing spend.