30% Case Study

Question 1

Benefits of the disciplined entrepreneurship framework ?

Answer 1

• Comprehensive yet practical
• integrated
• proven and tested to stand test of time
• Sequential/prescriptive

Question 2

First 5 steps of the DE framework ?

Answer 2

• Market segmentation
• Select beachhead market
• Build end user profile
• Calculate the TAM size
• Profile the persona

Question 3

What is step 1 - market segmentation ?

Answer 3

Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.

Question 4

How did we carry out step 1 - market segmentation ?

Answer 4

• Brainstorming many different market segments surrounding our idea.
• Listed top 8 candidates
• Considered various characteristics of each segment using primary research e.g. accessibility, competition, leverage.
• Rank the segments.

Question 5

What is step 2 - selecting a beachhead market ?

Answer 5

• Choosing a segment to pursue.
• Focus limited resources into being successful in this specific segment.
• Which will then lead to being able to pursue wider markets.

Question 6

How did we carry out step 2 - selecting a beachhead market ?

Answer 6

• Used primary research (interviews and questionnaires) to back up rankings in market segment matrix.

Question 7

What is step 3 - Target customer profile ?

Answer 7

• The process of developing a well defined target customer profile which describes the buyer within the market segment
• Use primary market research to create a detailed analysis of customer, focusing on needs, wants and demographics.

Question 8

How did we carry out step 3 - creating a target customer profile ?

Answer 8

• Used primary market research to create a detailed analysis of customer, focusing on needs, wants and demographics.
• Created a table noting all important details of the target customer.

Question 9

What is step 4 - TAM sizing for 1st market ?

Answer 9

• The total addressable market is how much revenue is available to you for your product if you achieved 100% market share.

Question 10

How did we carry out step 4 - TAM size ?

Answer 10

• Used primary and secondary research to estimate the size of the market in terms of population.
• Then estimated the worth of each customer annually and therefore calculated the annual revenue of the market.

Question 11

What is step 5 - Persona ?

Answer 11

• The process of building a persona that clearly visualises the target customer.
• Should be a real person that is representative of the majority of the market.
• Factual as well as emotional and social factors which shows what incents them to use your product.

Question 12

How did we carry out step 5 - persona ?

Answer 12

• Created a real person representative of the majority of the market.
• Used factual and emotional information to justify why this persona is interested in using the product.