3 categories of market
segmented markets
mass markets
niche markets
Customer Persona
Define the possible archetype
Marketing Canvas
6 micro dimensions
customers block
Pains/Gains
Understand what we could get rid of because it is unnecessary
Understand what benefits customers expect
Engagement
Understand level of engagement
Thanks to NPS
3 kinds of customers
Detractors
Passives
Promoters
Aspirations
Understand customer utopia they would like to realize through their consumption
Jobs to be done
Go out of the building
Hypothesis about who your customers are
Context
Market types
Clone markets
Customers are possibly known
No competitors
New markets
Customers are unkown
Resegmented markets
Hypothesis about who the customers are
Existing markets
Customers are known
Take a look at the actual innovation rate
