Concept: Customer Segments

Summary:
Customer segments are the groups of people or organizations for whom a business creates value. Different segments often have different needs, behaviors, and willingness to pay.

Key Insight:
A business does not serve "everyone." Defining customer segments clarifies who the business is designed to help.

Questions:

• Who are the primary customers?
• Are there secondary customer groups?
• Who receives value versus who pays?

Links:

• Business Model Canvas
• BMC-02 — Value Propositions

Reference

Strategyzer (2011) Business Model Canvas Explained. Available at: http://www.youtube.com/watch?v=QoAOzMTLP5s (Accessed: 31 May 2026).

Last Updated: 31/05/26