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Bharat Parikh asked a question

How do you identify your ideal customer?

Recently there is an emphasis on finding your ideal customer to choose the right marketing mix.

How do you define what your ideal customer is like? Do you also use personas? How do you test and implemet this to scale?

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Nikunj Verma Driving growth at CutShort
Call me old school, but I always begin from the problem. I'd ask these questions:
  • Who has the problem?
  • Do they know they have a problem, or need to be educated?
  • Who will be decision maker? It's often clear in B2B (an exective or an end user) but not so in B2C (for example, for a travel package - it can be a kid not a parent)
  • What are the benefits of our solution and what postioning we should use?
The above analysis will likely lead to identification of multiple segments. You can then rank them and go after one by one.

Personas come much late in the process - while tweaking the exact marketing mix within one segment. For example, suppose you want to target the segment of top execs of tech companies based in Bengaluru. There can be several personas within this segment and you can tweak your messaging/channels/price etc as per them.

Hope this helps!
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