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Customer segments

A customer segment is a group of customers that value a product or an offer in the same way.

Types of customer segments

  • Mass market - Everyone
  • Niche market - Very few
  • Segmented - Similar groups
  • Diversified - Different groups


Channel phases

  • Awareness
  • Evaluation
  • Purchase
  • Delivery
  • After sales

Channel Types

  • Sales force
  • Web sales
  • Own stores
  • Partner stores
  • Wholesaler

Customer relations

Customer relationships tell how an organisation relates to its customers

Types of customer relationships

  • Personal assistance
  • Dedicated person assistance
  • Self-service
  • Automated services
  • Co-creation

Revenue streams

A revenue stream is a way in which a customer provide payment in the business

Types of revenue streams

  • Asset sale
  • Usage fee
  • Subscription fee
  • Lending/renting/leasing
  • Licensing
  • Advertising

Key resources

  • Physical
  • Intellectual
  • Human
  • Financial

Key activities

The key activities of an organisation are its most important activities.

  • Production
  • Problem solving
  • Platform

Key partners

The key partners of an organisation are its most important suppliers

Partnership motiviations

  • Optimization - focus on core business
  • Risk reduction
  • Resource acquisition

Cost structure

What are the most important costs for the organisation

Role of cost strucutre

  • Cost-driven
  • Value-driven

Cost structure properties

  • Fixed costs
  • Variable costs
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