Toggle navigation
TOC
Project Outline
Deliverables
Presentations
Examples
market_segments
Market Segments
Why is it important to think about them?
What is a ‘market’ in this context?
How do you think about the market size?
Look at segments, value proposition and market entry
Segments: For your market or customer hypothesis, you need to understand the market(s) and segment(s) you are serving.
Notice that ‘segments’ are not black and white, they can be continuums or multi-faceted.
Types of segments
Various ways to classify segments.
Intention is to sharpen your strategic thinking
Types
Mass Market:
Huge and undifferentiated. Horizontal, e.g. consumers age 12 to 18.
Niche:
Highly specific: Vertical, e.g. Bicyclists
Segmented:
your product serves more than one segment. Apple serves the consumer and education market segments
Diversified:
your product serves very different markets: Amazon serves consumers and software developer
Two or multi-sided markets:
brings two or more segments together: dating services, newspapers. [story of early NeXT computer and Improv]
There are others. You need to understand the market you are going for
People are in the same segment when:
It is
not about
demographics or geographics
A market segment is characterized as a group of people who:
“Speak the same language” (e.g. CIO vs. a hacker)
“Hang out” in the same “place” (e.g. College campus vs. Facebook)
They are similarly passionate or experience the pain at similar levels
They expect similar distribution (e.g. web vs. retail)
They expect similar levels of service (e.g. email vs. housecalls)
Welcome
2018 Syllabus
Calendar of Lectures and homeworks
Resources
Lectures
Pilot Project
Welcome!
Lean Startup
Hypotheses
Working on Teams
MVP
Guest Lecture: Michael Skok
Pilot Project Conclusion
Term Project: Startup
Welcome to Term Projects!
Build Measure Learn
Project Planning
The Pivot
The Engine of Growth
Mockups & Prototypes
Testing Techniques
Term Project: Product
Product Market Fit
Jeffrey Beir: Metrics
Business Models
Pricing Models
Andy Payne: Startup Finance
Intellectual Property
Term Project: Business
Finance for Geeks
Founding a company
Real World Survival Kit
Management and Leadership
Dulcie Madden: Startup Teams
Last day converstation
Term Project
Term Project Outline
Minimum Viable Product Info
Hypotheses
Final Presentations
Background
Learning Goals
Grading
Teachers
Lexicon
Interesting links
Credits and acknowledgements