Gem from around the (PM) world - Vol 53
Using Jobs To Be Done For Market Segmentation
Hey PMs
Happy Friday.
Apologies for missing last week’s Gems.
I have no excuse. Just missed it.
In my recent PM class at Berkeley, we were discussing how to segment your customers using jobs to be done framework.
Typically, we use JTBD to help design a product that fits into the customers workflow. But you can also use JTBD to help you segment your customers, which in turn helps you build even better and targeted products, and help better position your messaging.
The example we use is for flower delivery. You might think flower delivery is well deliver nice and fresh flowers. But think of the context and the jobs when flower needed. e.g flowers for a date, for an occasion, for weddings, for religious reasons, for home decoration, for corporate decorations. And in each context, the requirements vary. - longevity, freshness, variety, speed of delivery.
A person going on a date needs some roses and does not care about longevity. A corporate office cares about longevity and variety.
Now you can map which job is your product best suited for or where you can build a product that is underserved.
If you are founder in the very early stages, then try to use the JTBD to help you identify your segments and decide on which is your first target segment. You can then focus your product to that segment.
If you are a PM for a large product or company, then use the same process to help identify micro segments and assess your pricing/positioning.
The keyword here is understanding the context of the JTBD.
Here is an interesting article that outlines the topic.
I share B2B PM articles every Tuesday and a GEM like this every Friday.
Here are the past Gems.
https://productsos.substack.com/t/gems