Marketing Canvas

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3 categories of market

segmented markets

mass markets

niche markets

Customer Persona

Define the possible archetype

Marketing Canvas

6 micro dimensions

customers block

Pains/Gains

Understand what we could get rid of because it is unnecessary

Understand what benefits customers expect

Engagement

Understand level of engagement

Thanks to NPS

3 kinds of customers

Detractors

Passives

Promoters

Aspirations

Understand customer utopia they would like to realize through their consumption

Jobs to be done

Go out of the building

Hypothesis about who your customers are

Context

Market types

Clone markets

Customers are possibly known

No competitors

New markets

Customers are unkown

Resegmented markets

Hypothesis about who the customers are

Existing markets

Customers are known

Take a look at the actual innovation rate