When fleshing out your business model canvas, you need to define your customer segment and value proposition. However, it is sometimes necessary to consider both the economic buyer and the end user when defining your customer segments.
For example, the other day I took my grandson to a Chuck-e-Cheese. The end user was my grandson and any value proposition for his customer segment would have to include providing a wide array of arcade-style games for children of various age groups. Moreover, the value proposition would need to incorporate the child’s desire to secure as many reward tickets as possible so that they could be exchanged for prizes and toys at the end of the visit.
But of course, my grandson’s customer segment would never have the means to show up or buy the tokens necessary to play the games. Therefore, Chuck-e-Cheese has a diversified customer segment and needs to account for the economic buyer (a.k.a. the adult) as well as the end user.
To address this group, Chuck-e-Cheese offers the economic buyer security measures to make sure kids cannot leave the premises without physically being with the adult who brought them in. Additionally, Chuck-e-Cheese provides beer for the adults because we all know you have to have beer with pizza.
Does your value proposition address the needs of both the economic and end users of your customer segment?
