if there are 3 customer segments, how many lean canvas do you think should the entrepreneur...

if there are 3 customer segments, how many lean canvas do you think should the entrepreneur develop? Why? Explain.

Expert Solution

For three customer segments, one lean canvas is enough.

Your Customer Segments are the different groups of people or organizations your enterprise aims to reach and serve. This includes users who might not generate revenues, but which are necessary for the business model to work (e.g. users of Google’s free search engine are essential to their advertising-based business model, or doctors are usually an essential, but non revenue-generating part of a pharmaceutical company’s business model).

About Customer Segments
Customers comprise the heart of your business model. Without (profitable) customers, your company can not survive for long. In order to better satisfy your customers, you may group them into distinct segments with common needs, jobs-to-get-done, common behaviours, or other attributes. Your business model may have one or several large or small Customer Segments. You must make a conscious decision about which segments to serve and which segments to ignore. Once this decision is made, your business model can be carefully designed around a strong understanding of specific customer needs and jobs-to-be-done.

From practice, it is often better to focus on one set of customers to start with. For example, engineers are an identifiable segment. However, you need to get into the detail of what type of engineers and build out a persona for them. The Problem and Customer Segment boxes are intrinsically linked, i.e. You can’t think of any problems without a Customer Segment, and vice versa.

Use the Persona Canvas to really identify you’re customer segment. All too often the reason startups fail or need to pivot rapidly is because they didn’t spend enough time understanding the customer segment upon which the rest of the business model depends. Without customers, there is no business.

See the example of Uber. Here there is two customer segmentation in same canvas model.

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Rahul Sunny answered 2 years ago

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