100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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196 • 100 GREAT BUSINESS IDEAS


In practice



  • Segmentation needs to be focused: the larger a segment, the
    greater the danger that it will lose value.

  • The key to segmentation lies in highlighting differences and
    specifi c characteristics: this requires clarity and insight.

  • Segmentation should be as simple as possible, avoiding
    unnecessary complications and ensuring decisions and views
    are rational and clearly communicated.

  • Segmentation needs certainty. It is tempting to jump to
    conclusions or make assumptions about segments based on
    your own experience, background, or prejudice. However,
    these can be mistaken and a key element in successful
    segmentation is analysis: understanding how something is, and
    why it is that way.

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