You have a disparate group of customers asking for different functionalities
The new users and customers don't look like your best customers
Your data, the customer feedback, and your sales team all sing different tunes
Your product could serve many types of customers. Knowing which segments you wish to serve helps your company grow fast on purpose.
Different customers seek different value and benefits. Knowing what customers value ensures your team is always building the right product.
Once you know the experience your best customers expect, you can ensure you put your best foot forward time and time again.
Better targeting helps your sales and acquisition. Being clear on what your best customers look like, gives you a blueprint for finding more customers.
More segments of the market could benefit from your product. You can keep growth going by finding new segments for your product.
We help companies accelerate by honing in on the winning segments in their customer bases:
"When my co-founders and I started Loopio, we used Étienne’s Lean B2B principles to guide our actions, especially with customer conversations and research.
This ensured that every line of code we wrote was translated into raw value for our customers—which then translated into precious, early revenue. Understanding how to ask the right questions and listen for insights is critical if you want to maximize the output of your time, and in turn, your product development."
Yes! I do all of our projects directly with the founders and their teams (you won't get a surprise junior employee).
We understand that the greatest enemy for founders is time (time spent = runway burnt). To help define your ICP, we require only a minimal amount of time—roughly 16 hours over the course of five weeks. When it comes to market exploration, it will vary customer to customer.
Our sessions run better with smaller groups. Whoever knows your product and customers best should be present. If this is just the founder, great! If it’s the founder plus the marketing, sales, or product leaders, that works too.
All our engagements start with a kickoff call. You can start thinking about how you wish to segment your market. What types of customers would be great to get more of? Try to understand their worldview and day-to-day work.
You want feedback on your product's positioning.
We evaluate your market targeting and positioning.
You found Product/Market fit. Now is time to accelerate.
We help you hone in on the winning segments.
You can spend weeks (months?) arguing and discussing who your best customers should be.
You can try to iterate your way to faster growth.
You can hire (and train) an expert to figure it out. Or you can work with an external consultant.