#AskPS
Marketing
Customer Segmentation or Skill Improvisation-Which one is more important?
Piyush Soni .

What makes more sense?🤔🤔

Narrow down one's customer segment and offer them all they need!

OR

Specifying on one thing but offering it to many customers.

Let me give you an example: ⬇️⬇️

Either offering Writing service for midsized production companies (joke writing, dialog polishing, pitch writing, scriptwriting, comedy sketches).

OR

Offering only Pitch writing but to a lot of different customers like Youtubers, production companies, book authors, ad agencies, etc..

Which one would be more beneficial and why?

Originally Posted Here
17 Comments

Varun Surana

Depends on your goal, team size, capacity and moreover your working capital management. If you can survive for long run without or with less revenue move to specific industry else pick a service and develope sub categories according to demand of customers

Piyush Soni

So basically depending on the revenue one should target?

Varun Surana

Logically Yes, Emotionally No

Piyush Soni

Yes that's what I was thinking! People tend to target everyone giving all things at once..

Varun Surana

t's a actually good in maximum cases and chances to survive increases

Devesh Dwivedi

One thing to one segment.

Piyush Soni

So according to you One should give specific things to a specific number of customers! Can you explain it a little bit further!

Devesh Dwivedi

not a specific number of customers. Unlimited customers of one segment. For example, pitch writing for book authors.

Be the go to option for book authors who need pitch writing.

Piyush Soni

OK Now I get it👍

Pranav Kale

There are different ways of specializing. Horizontal specialization means offering a specific service. Vertical specialization refers to catering to a specific audience.

Vertical specialization is preferred, because there is a tribal element present in it. Word of mouth becomes easier to spread.

To start off, its a great idea to offer both - horizontal and vertical specialization and then expanding from there.

Does this help Piyush Soni?

Piyush Soni

Yeah definately!! Thank you!!!

Pranav Kale

this might help https://youtu.be/q2qUcBFheHE

Piyush Soni

Sure!!I would watch this!!

Rachna Jas

While I agree with some of the above comments, I think if one is good at one particular task, it only makes sense to master it and offer that service to many customers. Example, if I am good at joke writing, I will practice that more, learn how my other fellow coworkers innovate/bring creativity and offer that service.

Piyush Soni

Yeah I agree but eventually he would have to switch for other tasks as we

Rachna Jas

i think that will be very much situation based...? In the sense, say, obsolete technology needing an upgrade, or just mere boredom of doing the same task again and again.... And so on. As long as the repetition task is generating enough revenue, don't know if there will be a need to switch. Again, I think it would also depend on how much one wants to grow his company. Just a think-out-loud opinion!:)

Shraddha Yeolekar

Option 2 to begin with. Cast the net wide.

Once you have enough fishes of the same kind, move to option 1

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