Lesson No. 4. TA/CP. Dividing the Target Audience into Client Segments. Drawing up a unique Value Proposition for each segment.

A startup usually makes a product “for everyone who needs it.” To save resources, you need to focus and deliver relevant messages to specific user groups. As a team, we determine who will use our product, divide the target audience into Client Segments, and create a unique CP for each. We write an offer - a unique selling Value Proposition to each client segment in the words of the consumer himself.

  • Target Audience (TA) – Target Audience- these are those client segments (one or several) that a startup company chooses for itself.
  • Client Segment (CS) is the process of dividing the Target Audience of the consumer market into parts (segments) according to certain characteristics in order to provide relevant Value Propositions.
  • Unique Value Proposition (UVP) - this is a text that includes the competitive advantages that the consumer of the product receives. It is a promise of value to be delivered and acknowledged and a belief from the customer that value will be appealed and experienced.

Link to lesson: https://startup-course.com/ru/startup-school/4-value-proposition-for-client-segments-of-target-audience-ru.html

Video lecture: Lesson No. 4/15 Technological Innovation and Entrepreneurship with NPTEL-NOC IITM" [00:30:14]

Presentation: Slideshow with 10 slides.

Video lecture:Target Audience from John Walters [00:09:12]

Presentation: Slideshow with 19 slides.

Video lecture: What is Value Proposition Canavas? with B2B International Market[00:02:13]

Presentation: Slideshow with 11 slides.

Grade. Base. A questionnaire on the above topic in order to “test yourself” and your understanding. Show to inspector if necessary. "Built-in mandatory test ➡️available via a separate link

Additional Materials in English:

Before the Startup by Paul Graham from Y-Combinator

Development of a value proposition for a startup, Value Proposition Canvas tool, Dmitry Maslennikov (--:--:--)

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