From feature list to segmented product…

Your style is not the clothes your wear, it is how you combine it and when and where you wear it. Your feature long list is your closet and your customers segments are the occasions you want to dress up – or down – for.

Like you wear different shoes, socks, trousers, belt, shirt, jacket etc. for different occasions, you can choose different combinations of your product features to suit different segments.
In my previous post about building a feature list for a travel agency, I listed some general feature categories:

  • Time and duration
  • Transport
  • Accommodation
  • Services before, during and after the trip
  • Events
  • Additional products

With the general feature list and a list of customer segments (or a number of empathy maps) you can start combining the features with customers like I have done in the very basic example below. It’s up to you to imagine, who segment A and B are.
(I don’t know why I forgot Destination in that list, so I added it below).

Segment A Segment B
Destination Sun and beach, different but not too strange culture. Exotic, primitive and as preferably a little bit dangerous
Time and duration 1 week in during the typical holiday weeks. Saturday to Saturday. 3-4 weeks. Summer or winter.
Transport Chartered plane from nearest airport Flights from cheap airports with low-fare airlines.
Accommodation Hotel with all facilities Hostels and cheap 2-star hotels
Services before, during and after the trip Additional transport and other services on the way are organized. Guides available 24/7. Information about how to do it yourself.
Events Events organized at the hotel and different events offered every day. Information about local events relevant for Segment B.
Additional products Most necessary additional products can be bought at the hotel. Find out yourself.

Sometimes it is even more simple, like when f.eks. different types of cloud-services offer different subscription levels with a different number of users allowed, different storage spaces etc. so big and small customers can have different prices – like Dropbox or Podio

So how do you want to segment your users? And what would be the ideal product for them?

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