Our Customer Segmentation Framework is your strategic compass for mapping your portfolio's offerings to different customer segments. It's a dynamic tool that helps you navigate your market effectively. Here's a breakdown of how it works:
Mapping Offers and Customers
We classify both your portfolio's offerings and your customers into two categories: "New" and "Existing." This forms the foundation for our 4-quadrant chart.
The Quadrants
Existing Offers to Existing Customers (Loyalists): This quadrant focuses on renewals and customer experience. It's the heart of the "farmer approach" to your Go-To-Market strategy. For established businesses, this often represents a substantial portion of recurring revenue. In contrast, new ventures may not have a presence here initially.
Existing Offers to New Customers (Value Seekers): Here, we find the low hanging fruit: existing offerings to a new customer base. The key to growth in this segment lies in Go-To-Market engagement and sales channel development rather than product innovation. We call this segment "The Value Seekers." It's the sweet spot for expanding your market reach.
New Offers to Existing Customers (Trendsetters): This quadrant contains your "Loyalist" base interested in disruptive and innovative solutions. Investing in product innovation while leveraging your existing Go-To-Market playbook and relationships is crucial here. We term these customers "Trendsetters."
New Offers to New Customer Base (Explorers): This is where you tap into entirely new territory: A fresh Total Addressable Market (TAM). Whether you are a startup or an established business moving to a new S-Curve, this segment, labeled "Explorers," offers the potential for significant, step-function growth.
Great, you say: So we have the clear demarcation of customers to quadrants. So, what next? Each segment requires a distinct playbook.
Tailored Go-To-Market Plan
The output of our Customer Segmentation Framework is a Go-To-Market plan aligned with your prioritized portfolio. It's a blueprint that guides you to apply the right strategies and tactics to each customer segment.
In essence, this framework empowers you to identify opportunities within each segment and tailor your approach accordingly. While "Loyalists" can be addressed with existing products and playbooks, other segments will require playbook adjustments. With Venturis Customer Segmentation Framework, you'll seize the full spectrum of growth possibilities in your market and align your strategies for maximum impact.