Context: you have multiple "types" of customers for your product
- you're an early-stage company, probably before product-market fit
- you have limited product-dev resources
- you have limited marketing/sales resources
- you don't feel like you can afford to turn anyone away
- talk to your customers: Customer Discovery
- identify patterns/clusters among them, esp based on their needs/pains/jobs-to-be-done
- try to assign a large sample of customers to 1 cluster or another (this can be very challenging)
- track the AARRR and Very-Disappointed metrics for each cluster
- focus your product strategy and attention on the smallest number of segments (ideally 1!) that love you and are large enough to meet your next-12-mo revenue goals
- making a landing page (you should probably do this even for segments you don't focus on, in hopes of using traffic paths to put leads/customers into segments)
- hang out where those customers spend time online, do Sales Safari
- focus your customer development outreach on those people
- use those people's vocabulary to iterate your landing page, and even product-vocabulary, etc: positioning
- make a Lean Canvas to consider whether any other parts of your business model should change to maximize success with this segment
- make an opportunity solution tree to identify/prioritize problems and solutions - do not do this for non-focus segments.
- recognize that segmenting is a model/bet (thinking in bets), and needs to be examined periodically
- the best piece I've read about this process of focusing-in on "best" customers is at (2020-08-04) Rahul Vohra Shares Superhumans Product Market Fit Framework.
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