1. Homework
• Segmenting: define segments – Target Market
– What defined them – 4P
• Product
• Place
• Price
• Promotion
• Targeting: choose the right segment(s) for you –
Target segment
– Define internal criteria (financial cohort)
• ROI, CAC, LTV, MRR, CYCLE TIME
• Barriers to enter
• Segment overshuting
• Define segment atributes – hipotesis for tipical
and target
6. PAIN GAIN
Empathy Map
How much we
are going to
sell?
I’m tired of
predicting
sales
Do I have to
pay for the
use of this
service?
Will this ad
work to my
schedule?
How is this that you
do different from
other providers?
Is it secure?
Why don’t you
give us the
same prices?
Sales plans
Sales reports
How much we
gain?
How much we
gain?
When you are ready, we
have to present to CEO
Isn’t that the
same as…
Digital..that’s
hard
Sales plan -
predictions
Cost of unsold
goods
Who is buying
the most
Which
commercialist are
performing best
Work on
meaningfull
solutions
Improve sales
results
Logistics are
hard
Better client
service
Partner
collaboration
7. Persona
Persona HEKOVNIK Startup School
Name: Janko Skube Problems Journey stories
Title/Key Role: Sales
Director
They have a problem with manualy
planning the sales volumes and predicting
the needed production. They have
problems with distibution costs for smaller
quantities of goods. They do not have IT
department that would automate the
production amounts.
They are predicting the
sales 3 times a year
manualy wit Excel. They
have commercialists that
are on the terrain selling in
person and the goods that
are not sold are being
destroid.
Age: 45-50
Gender: Male
Other Relevant
facts: Realist, honest and interested
in solutions, willing to help
Goals/Benefits Triggers/Emotions
They would like to improve their sales
results and minimise the costs that dead
stock represent and with that imprue their
forecasts.
Their aim is to increase the
sales of dead stock.
