Getting to Know the Market: Segmentation & the 8-Step Market Analysis

Most first-time founders say their market is “everyone.” It never is. In this Business Plan Lab session, Dr. Claude Kershner walks the full 8-step market analysis: defining the relevant market, sizing it with build-up and break-down methods, understanding who buys (and who actually decides), segmenting like a strategist, and targeting with a rifle — not a shotgun. You'll see real worked examples: a wedding videography market sized to the dollar (9:52), a professional women's wear break-down (12:13), a regional bank that grows by winning one precise segment (16:58), and a jerk-chicken shop that found its customers through church bulletins (20:05). CHAPTERS 0:00 Intro 0:26 Listen First 1:25 The Market Is Not Marketing 5:12 Define the Relevant Market 8:38 Size the Market 13:42 Who Buys — and Who Decides 15:46 Segmentation Is Everything 19:49 Shotgun vs. Rifle 23:55 Segmentation in Practice 27:39 Build to Be Bought 28:46 Outro New episodes of The B-Plan Lab and The Dr. Claude Kershner Show weekly. #Entrepreneurship #MarketAnalysis #BusinessPlan #Segmentation #startup