4. Identify Segments

What types of companies would have my use cases?

Brainstorm as many segments as possible. You can always cull them before outreach, or during outreach if you are getting a tepid response.

Going to market with anywhere between 4 and 12 segments seems about right.

Segments can be vertical categories, such as CRM software companies. Or they can be defined around firmographics such as multinational big box retail chains.


As part of your brainstorming,

you can drill down through a line of questions for related segments that might not be obvious. Brainstorming a segment’s competitors, substitutes, suppliers, and business customers can often uncover segments with similar needs.

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