Project Everest

Customer Segment

[Customer Segment]: Fuel Fiji July 2019

Lean phase: Customer Segment


Aim: To identify the customers which the Sustainable Fuel project targets. 


Our main focus is on customer groups (e.g. indigenous Fijian women), but also on those that relate to the archetypes found in December 2018: 


  1. preference for cooking; 

  2. portability; 

  3. expense decrease; 

  4. simplicity of use; 

  5. decreased cooking time; 

  6. healthier and safer; 

  7. peer pressure; 

  8. recreational use. 


These archetypes are based on value propositions, rather than traditional demographic archetypes. This is because during the initial problem solving stage of the Buka stove production, inconsistency when recording data meant accurate validation couldn’t occur, however there was enough to illustrate motives. The Fuel team in January 2019 validated three primary archetypes as dominant motives for purchasing the stoves. This experiment can be found here: 


Customer archetypes:

  1. The preference for firewood as a cooking fuel: These people may feel frustrated because of the risks associated with traditional cooking, but can’t bring themselves to change to gas-based stoves because they can be unsafe and these people may value the flavour and take pride in traditional cooking that is associated with wood stoves. 90% of the people that were surveyed stated that they preferred to use wood as the fuel source when cooking. 

This segment of customers may be identified by the commonality of being from rural and coastal villages, predominantly female, Native Fijian populations and mothers 


  1. The preference of portability for everyday functionality: These people may be a customer segment because when they are working in the field or away from home there is frustration when they have to leave for cooking. Of those that were surveyed, 88% of them stated that the portability of the stoves was the main reasons that they purchased the Buka stove. 

This segment of customers may be identified by the commonality of being from rural and coastal villages, occupation in the agricultural sector, with an age range between 30-45.


  1. Those who value convenience: are a target group because they may travel for work or have to cater for a large number of people and become tired or disgruntled when they have to allocate a large amount of time to cook food or to constructing a new fire for each location. Fast cooking time was the dominant motive for purchasing the stove for 89% of the customers that were surveyed. 

This segment of customers may be identified by the commonality of being returning customers, female, aged 20-40, mothers, occupations in the tourism industry, largely located in urban and coastal environments.


Demographic Results:

As demographic data wasn’t successfully acquired during past operations. The demographic results have been justified based on available information. Without more reliable data it is hard to accurately state who, within Fijian communities are our target market. General proof suggests it is females of indigenous Fijian background.


Next move:

Following the experiment from January 2019 which can be found here: , there were two archetypes that achieved an orange light. Health and safety was the first of these, it is assumed that it wasn’t fully validated because many people were unaware of the risks associated with wood fire cooking. The second was recreational use, this wasn’t validated because not enough customers stated that this was the dominant reason for purchasing the stoves. These orange lights may require optimisation, although this is not detrimental to the continuation of the project. 

The last of the six archetypes; lower cost of fuel for the stoves, could not be validated. This was because the question in the survey was worded incorrectly. 

Although the smokey flavour produced by cooking on the Buka stove was not one of the archetypes tested on January 2019, 81% of people expressed this was a reason for purchasing the stoves. Thus, this could be an advantageous value proposition and it could be beneficial to evaluate this group further. 


Despite the archetype experiments conducted in December 2018 and in January 2019, there hasn’t been enough analysis into the specifics of each archetype. Further investigation is required to validate who these archetypes target, what matters to these people, what motivates them, their habits and background that relate to the project and why they have chosen to purchase the stove. By understanding this, and validating these factors, we can priorities and target those customers that best fit our product. 


To accompany the validated customer segments, defining customer gains would allow PEV to track how the stoves are benefiting those that buy them. 

edited on 18th July 2019, 03:07 by (Account removed)

Eugenia Muñoz 6 months ago

Status label added: Customer Segment

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