In Chapter 2 we start on the journey of defining the target market and we discuss at some length market segmentation, which is the bedrock of profitable growth. We discussed the product market table, which will then allow you to think about the level at which you describe value propositions. There is an extremely useful exercise for generating market segments and this has been tried and tested on a very large number of business-to-business (B2B) companies.
Chapter 4 gives an overview of the process and where to start and ties in this value ...
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