Defining Your Market Segment

Your market can be sliced and diced in multiple ways to create a market segment.

You can identify:
• a specific geographic (neighborhood in your city, urban vs. rural, proximity to hospital, education, commercial area).
• a specific demographic (age, income, family size, career).
• a specific feature (country living, low maintenance, sustainable energy, square footage, handicap accessibility).
• a blend of any of these specifics.
This survey will help you to consider the most favorable segment on which to focus your marketing efforts.

DEFINING YOUR MARKET SEGMENT

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Drilling down on your market segment

Describe your geographical market area

List five potential market segments you are considering and why you view each of these as a marketing opportunity.

Market segment #1

Why it is an opportunity

Market segment #2

Why it is an opportunity

Market segment #3

Why it is an opportunity

Market segment #4

Why it is an opportunity

Market segment #5

Why it is an opportunity

Select the three most promising market segments from the list above. Consider the size of the segment and the capabilities of your company to explain why you think each segment would be a good match for your company.

Market segment A

Why it is a good match for my company

Market segment B

Why it is a good match for my company

Market segment C

Why it is a good match for my company

Other Considerations

The choice of a market segment is not made solely on the basis of your internal strengths. You also have to consider external factors that effect your relationship with your market segment.

For each of the three market segments listed above, identify the most prominent competitor(s).

Market Segment A

Market Segment B

Market Segment C

Rank the three market segments above in terms of total annual segment sales.

Market Segment A

Highest Moderate Lowest

Market Segment B

Highest Moderate Lowest

Market Segment C

Highest Moderate Lowest

Choose ONE market segment

Select the ONE market segment which you think offers the most opportunity for your construction company. This is the segment on which you will focus your marketing efforts. Selecting one market segment does not preclude selling to other market segments, but those segments will be considered "flanker" segments to your primary focus. The flanker segments may ultimately represent significant sales opportunities.

My PRIMARY market segment

Why I chose it

What is it going to take to OWN that market segment?

Can you capture a proportion of the selected market segment large enough to meet your annual sales goals?

Yes (Explain how you know this in comments below.) No (Explain again why you selected this market segment.) I don't know (Discuss what you need to do to find this information and what you are going to do with the information once you have it.)

Describe the efforts and resources that will be necessary to capture an adequate portion of the selected market segment.

Are you willing to commit your company to expend the necessary efforts and resources described above?

Yes No

What are the first three steps in your marketing effort?

Step 1

Step 2

Step 3

Thanks for completing this survey in the FOUNDATION series. Be sure to request a copy of the survey for your records, as Builder Academy does not retain this information.

When submitted, form responses are sent to the email addresses provided and then deleted.
IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.

Defining Your Market Segment

DEFINING YOUR MARKET SEGMENT

Drilling down on your market segment

List five potential market segments you are considering and why you view each of these as a marketing opportunity.

Select the three most promising market segments from the list above. Consider the size of the segment and the capabilities of your company to explain why you think each segment would be a good match for your company.

Other Considerations

For each of the three market segments listed above, identify the most prominent competitor(s).

Rank the three market segments above in terms of total annual segment sales.

Choose ONE market segment

What is it going to take to OWN that market segment?

What are the first three steps in your marketing effort?

Thanks for completing this survey in the FOUNDATION series. Be sure to request a copy of the survey for your records, as Builder Academy does not retain this information.

When submitted, form responses are sent to the email addresses provided and then deleted. IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.

When submitted, form responses are sent to the email addresses provided and then deleted.
IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.