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Not everyone is your customer. Segmentation is the process of dividing your market into distinct groups of potential buyers and choosing which ones to focus on. The founders who struggle with GTM are almost always trying to sell to everyone. The ones who win pick a segment, go deep, and expand from a position of strength.

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What you'll need before starting

• Your completed Market Research section — especially your TAM/SAM/SOM and interview synthesis
• Your initial ICP hypotheses from Section 03
• A clear understanding of your product's core value proposition </aside>

Time estimate

3–5 days

Templates in this section

02.1 - Segmentation Model and Targeting

02.2 — Segmentation Research & Rationale

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By completing this section you will have: a prioritised list of target segments with clear criteria for why each was chosen or deprioritised — ready to feed directly into your ICP definition and positioning work.

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When you're done here, move to Section 03: Ideal Customer Profile → You now know which segment to focus on. Now define exactly who within that segment is your best-fit customer.

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