A lot of people has asked me if they can use the profile map for a customer segment. I guess the answer is no because the original purpose of the map was to address professional needs based on the role. We wanted to suggest to the designer to understand which they are and insert them into the characteristic of the product/service. For example a buyer should want a better price, a businessman makes more money, an operation manager reduce the risk.
The profile for whom we are growing a map must be in the customer segment.
We can, of course, consider them as a customer segment, but I think a value proposition should be so specific only in B2B.
In this case the WHAT-MAP is more weighty.
Everyone would have had a product that everybody wants. Unfortunately, that’s for few. Most of us must do choices. In every case, the problem is to link the idea of value to a subset of people that should be interested in. The difficulty is that to be or not to be interested is a personal opinion of the person. So in the B2B we must build relations to make the story listened, in all the other market typology we need a related communication able to be listened.
The theory is very simple: in your customer segment there should be someone (person or company) who will obtain value from your product/service. Get to practice with this, isn’t so easy. I think that this needs three steps: the idea, the value and the customer.