CUSTOMER

&
S
MARKET
Reported
S
Carl Diony G.
By: Etchitan
Ericjun Mora
Romel Luib
Customers – The core of every
business; entrepreneurs need to
understand their needs to attract and
retain them.
Market – Refers to physical or online
locations where products/services are
sold, including shops, distributors, and
manufacturers.
Market Dynamics because Markets
constantly change due to trends,
economic situations, and
competition, requiring businesses to
Here are the things that
customers look for when buying
an offering whether a product or
service
1. Price – or
Mostboth:
customers buy within their budget unless the
product/service is exceptional.
2. Experience – A smooth and enjoyable shopping
experience helps create loyal customers.
3. Design – Products must have an attractive and appealing
design.
4. Functionality – Customers expect the product to serve
its intended purpose effectively.
5. Convenience – Products/services should be easily
accessible; otherwise, customers may seek alternatives.
6. Reliability – Products should consistently meet customer
expectations.
7. Compatibility – The product should work well with other
products the customer already uses.
Customers are the essential component
of every business because they are the
ones who uses and judges the quality
of those products and/or services being
bought from the market. In order for
the business to flourish, every business
needs to retain old customers and
make new ones. Therefore, for an
entrepreneur, he needs to consider that
every customer is valuable and
profitable.
 TYPES OF
Potential PandoyCUSTOMERS
(Potential Customer) – Not yet a paying
customer but shows interest through inquiries or sign-ups.
Entrepreneurs should provide helpful information and stay
available for assistance to convert him into a buyer.
New Netnot (New Customer) – A first-time buyer who
needs guidance in using the product or service. Entrepreneurs
should ensure a smooth onboarding experience to build trust
and turn Netnot into a loyal customer.
Impulsive Icoy (Impulsive Customer) – Buys on a whim,
driven by mood and convenience. Quick and simple
responses are key to securing a sale before the impulse
fades. When handled well, Icoy can generate high sales.
 TYPES OF
CUSTOMERS
Discount Daboy (Discount Customer) – Only buys
products or services at a discounted price. He is difficult
to retain without continuous promotions, but good
customer service and added value may encourage
loyalty.
Loyal Lando (Loyal Customer) – A repeat customer
who trusts the brand and promotes it through word of
mouth. Lando contributes significantly to business
growth and profits. Entrepreneurs should keep him
satisfied, maintain communication, and replicate his
positive experience for other customers.
 Target Customer
– A Group
target market is a specificgroup
of consumers or businesses a
company aims to serve.
Entrepreneurs must identify
customer needs, pain points, and
preferences to effectively market
their products or services.
Approaches describing the perfect
customer,namely:
1.Consumer or Business – Determines if the market is business-
to-business (B2B) or business-to-consumer (B2C).
2.Geographic – Targets customers based on location, such as city,
region, or neighborhood.
3. Demographic – Focuses on characteristics like age, gender,
income, and education.
4. Psychographic – Considers personality, lifestyle, social status,
and interests.
5. Generation – Targets specific age groups like Baby Boomers,
Gen X, Millennials, or Centennials.
6. Cohort – Identifies groups with shared experiences, such as
graduating in the same year.
7. Life Stage – Segments customers based on their stage in life,
from infancy to old age.
8. Behavioral – Analyzes buying behavior, loyalty, and usage
patterns.
 "CUSTOMER
– To solve real user problems, entrepreneurs must
PERSONAS"
understand their target customers. A user persona
is a fictional profile representing an ideal
customer, created through market research. It
includes a name, photo, demographics, needs,
goals, motivations, and pain points—except for the
name and photo, all details are based on real data.
Personas help businesses design products and
services that truly meet customer needs. They
guide decisions throughout product development,
from prototyping to final evaluation. Each persona
should be specific, accurate, and applicable to
real-life customers.
Once the entrepreneur is able to identify his user
groups, he can now create user personas through these
steps:
Step 1: Create a Header
A fictitious name, picture, and a quote that highlights the
persona's core values to make them memorable and
guide the product/service design.

Step 2: Include a Demographic Profile

1. Personal Background – Age, gender, ethnicity,
education, persona group, and family status.
2. Professional Background – Occupation, income level,
and experience.
3. User Environment – Work setting and technology used.
4. Psychographics – Attitudes, interests, motivations, and
pain points.
Step 3: Include End Goal(s)
The user’s wants and needs that the product/service
aims to fulfill, driving their interaction with it.

Step 4: Include a Scenario

A real-life story showing how the user interacts with the
product/service to reach their goal, focusing on relevant
details.
 "CUSTOMER JOURNEY
-A customer journey map visualizes a customer’s
MAP"
experience over time, focusing on their actions,
thoughts, and emotions rather than just their
persona. It typically follows a timeline of
interactions, identifying pain points and
opportunities.

While many businesses use journey maps, they

often overlook the company’s role in the process.
A strong map should connect both customer and
company perspectives, aligning with business
goals. Customizing the map based on company
needs ensures it drives meaningful impact.
"Key Components of a Journey
Map"
1. Actor – The persona or user whose journey is being
mapped. Each persona should have a unique journey map
to reflect their specific experiences.
2. Scenario + Expectations – The situation being
mapped, based on the actor’s goals and expectations. For
new products, scenarios can be projected; for existing
ones, they should be based on real experiences.
3. Journey Phases – The high-level stages of the journey,
which vary depending on the scenario. Examples include:
•E-commerce: Discover, Try, Buy, Use, Seek Support
•Expensive Purchases: Engagement, Education, Research,
Evaluation, Justification
•B2B: Purchase, Adoption, Retention, Expansion, Advocacy
4. Actions, Mindsets, and Emotions – What the
actor does, thinks, and feels during each phase.
Actions: Steps taken by the user, presented as a
story rather than a detailed list.
Mindsets: Thoughts, questions, and motivations,
ideally based on real user research.
Emotions: Mapped as a line showing emotional highs
and lows throughout the journey.
5. Opportunities – Insights gained from mapping
that help improve the user experience. These insights
highlight areas for change, key opportunities, and
ways to measure improvements.
 "Importance of a Customer Journey
-A journey map helpsMap"
entrepreneurs go beyond
surface-level understanding of customer needs by
breaking down each phase, aligning steps with goals,
and refining touchpoints. Key benefits include:
1. Refocusing with an Inbound Perspective – Helps
businesses understand what attracts and retains
customers through content marketing, guiding them
toward effective engagement strategies.
2. Identifying a Target Customer Base – Ensures
businesses focus on the right demographics and
psychographics, preventing wasted time and resources on
broad, unfocused marketing.
3. Creating a Customer-Focused Mindset – Aligns
marketing, sales, and service teams around the customer
journey, ensuring a consistent and customer-centric
approach across the company.
 "Steps to craft a Customer Journey
1. Set Clear ObjectivesMap"
– Define the goal of the journey
map and base it on a detailed buyer persona to guide each
phase of the customer experience.
2. Profile Personas & Define Goals – Gather real
customer feedback through surveys and testing to
understand their needs, behaviors, and expectations.
3. Emphasize Target Personas – Focus on one or two
key personas rather than generalizing. Each persona
should have its own journey to ensure accuracy.
4. Identify Touchpoints – List all customer interaction
points (website, social media, ads, emails) and analyze
actions, emotions, and pain points.
•Actions – Steps customers take when engaging with the
brand.
•Emotions & Motivations – Feelings driving their actions,
often linked to pain points.
•Obstacles & Pain Points – Barriers preventing customers
from taking desired actions, such as pricing or usability
issues.
5. Choose the Right Map Type – Select a map based on business
needs:
•Current State – Shows present customer interactions for ongoing
improvement.
•Day in the Life – Explores a customer’s daily routine to uncover
unmet needs.
•Future State – Envisions how the customer experience should
evolve.
•Service Blueprint – Adds internal processes, policies, and
technologies impacting the customer journey.
6. Assess Resources – Identify existing and required resources to
enhance customer interactions, such as better tools for customer
support.
7. Experience the Journey Firsthand – Test the customer journey
personally to identify friction points and refine the experience.
8. Create the needed changes - the entrepreneur should optimize
the website and other touchpoints. This may include adding clearer
 "MARKET
-Market size SIZING"
is the total number of potential
buyers and the revenue a product or service
can generate in a year. Knowing the market
size before launching a new product or
business helps assess investment worthiness
in terms of time, money, and effort.
 The market size is divided into four broad categories,
namely:

1. Potential Available Market(TAM)-The broadest estimate of demand,

representing all potential buyers, including those not currently accessible
due to market barriers.
2. Total Addressable Market (TAM)-The total revenue opportunity if a
company had 100% market share, assuming no competition or limitations.
3. Serviceable Available Market (SAM)-The portion of the TAM that a
business can realistically serve based on location, resources, and
capabilities.
4. Serviceable Obtainable Market (SOM)-The segment of the SAM that a
company can actually capture, considering competition and market
Market Sizing
Approaches

There are two ways to sizing a market

which are the top-down analysis of
bottom-up analysis. In order to
guarantee the correct reliability of the
data and identify any areas that will
need more research for
understanding, the combination of
Market Sizing Approaches

1. Top-Down Analysis
This method starts with a broad industry figure (such
as the Total Addressable Market) and narrows it down
based on factors like geography, competition, and
target audience to estimate the company's potential
share.
2. Bottom-Up Analysis
This approach builds market size estimates from
smaller data points, such as individual sales, pricing,
and customer demand, to create a more precise and
realistic projection of potential revenue.
What is Entrepreneurial
Marketing?
A marketing approach that differs from traditional
methods, focusing on innovative, non-traditional
strategies
Marketingto help entrepreneurs
Strategies stand out.
for Entrepreneurs:
1. Relationship Marketing – Builds strong connections
between the brand and customers.
2. Expeditionary Marketing – Focuses on creating new
markets and innovative products.
3. One-to-One Marketing – Personalizes marketing efforts
for individual customers.
4. Real-Time Marketing – Uses technology to engage with
customers instantly.
5. Viral Marketing – Spreads marketing messages online
through social media.
6. Digital Marketing – Leverages internet tools like email
and social media for marketing.
In a journal article written by Michael H. Morris, the
concept of entrepreneurial marketing consists of six
elements, which are:
1. Customer Intensity – Passion and commitment to
customer satisfaction.
2. Continuous Innovation – Constantly developing and
improving products or services.
3. Strategic Flexibility – Adapting strategies and
business approaches as needed.
4. Calculated Risk-Taking – Taking well-measured risks
to seize opportunities.
5. Proactiveness – Shaping the external environment to
reduce uncertainty.
6. Resource Leverage – Maximizing and creatively
using available resources.
 "Creating Personal
Brand"
Personal branding helps entrepreneurs
stand out, attract customers, and build
trust. It’s crucial for experts and startups,
as customers often connect brands with
their founders. While products represents
the "what," personal branding represent s
the "why."
 Here are some of the benefits of personal
•Trust & Authority branding:
•Get featured in Media
•Build a Network
•Attract more customers
•Premium Pricing
•Create a lasting platform

Some social media platforms can do a lot for an

entrepreneur's personal branding. Here are
some of them:
•LinkedIn
•Twitter
•Pinterest
THANK
YOU