- What is New Product Blueprinting?
- How is Blueprinting learned and applied?
- How does Blueprinting fit with a stage-and-gate process?
- How does Blueprinting fit with strategic planning?
- How does Blueprinting fit with Design Thinking?
- How does Blueprinting fit with Lean Startup?
- How does Blueprinting fit with Minesweeper de-risking?
- How does Blueprinting fit with LaunchStar product launch?
- What innovation metrics should we use?
Market Segmentation (Step 1)
Discovery Interviews (Step 2)
- How to plan Discovery interviews
- Preparing your interview team
- Convincing customers to be interviewed
- How to handle confidential info in an interview
- How to conduct a Discovery interview
- Finding & using a digital projector for interviews
- How to conduct a customer tour
- How to debrief & follow-up a Discovery interview
- Engaging your sales colleagues in interviews
- Engaging distributors in interviews
- Interviewing customers down the value chain
- How to interview remotely with web-conferences
- How to interview at trade shows & other venues
- Interviewing in different global cultures & languages
- How to listen well during customer interviews
- How to probe during customer interviews
- How to gather economic data during interviews
- How to create & use Current State questions
- How to identify Must Haves (MH)
- How to select Top Picks (TP)
- How to use Trigger Maps
- How to form Outcome Statements
Preference Interviews (Step 3)
Rest of Blueprinting (Steps 4-7)
3. Tips for better market segmentation
These suggestions may help your team decide how to segment your markets.
New product teams often find it difficult to segment their markets in ways that are fruitful. Here are some tips that will help:
- Does this segmentation tell you which customers to call on? With good segmentation, this is usually obvious.
- Does this segmentation tell you the topic of conversation for the interview? This should be the customers’ “job to be done,” not your technology. Example: “We’d like to meet with you to understand your needs for motion control in hydraulic presses.”
- Are the customers in your target segment competing against each other? It’s often helpful to segment in terms of the product your customers produce, e.g. makers of extruded residential window profiles, or bridge coatings. This is especially true if your product or service will likely improve their product, not just their process.
- In some cases, it’s OK to segment by customers’ process, e.g. type of plastic injection molding method the customer employs. But this is only true if you think you’ll have little or no impact on your customers’ product.
Consider where in the value chain you’ll likely have the biggest impact. Your direct customers might be molding plastic parts, but if their customers “call the shots,” focus on your customers’ customers. In this case, your segmentation might revolve around the type of product being molded (e.g. kitchen appliances, storage containers, automotive interior parts, etc.)
Keywords: market segment, market segmentation tips, segment markets