Aspitational customers are happy shopper and they see brands as badges of their own identities
What are their beliefs and utopia?
CUSTOMER GAINS AND PAINS
Define the customer persona archetype
Go out of the building and try to talk to the major number of users/customers to interview and test them about their interest
Example JerseySquare
ENGAGEMENT
a holistic characterization of a consumer's behavior, encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more.
NPS: Net Promoter Score is a standard for customer engagement
Use a number scale from 0-10 that answers the following key question: How likely is it that you would recommend [brand] to a friend or colleague?
JOBS TO BE DONE
Is it a problem or a need?
What's the customer segment trying to get done
MASS MARKET
NICHE MARKET
SEGMENTED MARKETS
Different value propositions required different side market
Understand which customer segment in a two-side market are users of the product and which other are payers
Promoters (9-10)
Passives (7-8)
Detractors (0-6)
B2B Understand the ecosystem
B2C The user is different from the payer?
EXISTING MARKET
● Incumbents exist. Customers can name the market. ● Customers want or need better performance. ● And it's usually a technology-driven play ● Positioning is driven by the product and how much value customers place on its features.
SEGMENT OR RE-SEGMENT ON EXISTING MARKET
Hypothesisi about who the customers are. There is a gap between your early adopters and mainstream market that is callerd " the chasm". In this case if you're not careful your sales might collapse until the mainstream adopts
NEW MARKET
Customers unknown. All you have in a vision an hypothesi, you're going to create the market. No competitors at day 1. You can sell to the sell adopter all you want but you have a small busiess
CLONE MARKET
Customers known because the market is a copy of an existing one. No competitors
They got out of the building and they spoke to a series of customers over 60, they found that there were two separate segments: the original segment and the casual attended games ● Original segment: rabid sports jersey owners, who were male, from 13 to 35 years old, who passionately followed their team and went to a lot of games. ● People who casually attended games: male and female, closer to 18-30 years old and casual fans.
They have identified three customer segments: 1. The first one we called Gasol. 2. The second one we called Junior. 3. The third one we called Becky.
