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Customer Segment

[Customer Segments]: Fuel Timor - Hera - July 2018

Hera is a semi rural community 30 minutes from Dili, which is largely comprised of agriculture industry. Though the community has previously been exposed to cookstove advertisement from large organisations and basic local clay stone designs, sustainable fuel/ cooking options are rarely accessible. During our empathising sessions in Hera we have identified 3 major customer segments, which we believe (through research) also represent the general problems across other semi-rural regions of Timor Lesté providing opportunities for scalability. Attached is an Archetype map detailing the specifics of each individual customer segment. 

The first customer segment is farming families in Hera. Their income restricts them to low cost cooking options; which is usually the three stone fire pit indoors. Many areas of Hera also offer free electricity, which promotes the use of rice cookers and electric frypans in most households. Collecting firewood can be time consuming and difficult during wet season when wood is saturated. These households recognise that cooking on fire indoors causes some health impacts such as coughing and headaches, however, they are generally unable to afford mitigating this.  

The second customer segment within Hera is families with stores or market stalls. They have a slightly higher income and more accessibility to other stove and fuel options, such as combustion cook stoves, or gas and oil stoves. They are sometimes deterred by the “difficulty” and “danger” of these alternative options, or small cooking capacity (for families >10 people). As a result, this customer segment also relies on three stone fire pits, indoors due to weather limitations. Those who do cook with gas or kerosene often prefer the flavour or “deliciousness” that comes from the smoke & fire.

The last customer segment identified in Hera includes families with employment and regular income. Though they are aware of cook stoves and gas stoves, they consider them a big investment and worry they have a short lifespan. Collecting firewood is time consuming, but still their cheapest option and hence most preferable. Again these families rely mostly on cooking with the three stone fire pit.

None of the current options available to these customer segments (with the exception of free electricity provided to some areas) offer enough incentive to encourage behaviour change away from the traditional three stone fire method which is comfortable, convenient and affordable. By alleviating the pain points (highlighted in attached Archetype Map) we will  focus on providing a solution to the middle income earners of Hera who have shown interest in exploring alternatives. By investigating how we can better cater for their needs, currently exploring a more efficient combustion cookstove and more sustainable and readily available briquettes, we hope to provide a more tailored product. A product that responds to the ideas to the needs of our customers, instead of primarily focusing on the larger impact benefits such as health and sustainability, will be able to successfully capture this customer segment.

edited on 6th September 2018, 00:09 by Justin Hakeem

Wade Tink 10 months ago

Great post Tia with strong relevant insights however the analysis you have brought to this is largely based around defining the 'problem', not the 'customer segment'. Customer segment is to have information clearly detailing the customers characteristics without considering their problems.
I've attached a screenshot of some customer archetype templates.

It would also be great to consider how scalable the customer segment is given that you have sliced up a relatively small geographical area into three segments. How many families in each sub-group? Are they a proxy for wider Timor-Leste? Considering how many families, from a revenue perspective, it would take to make the business viable this information becomes important.

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Tia Brullo 10 months ago

Hi Tink,
Please have a look through the Hera Archetype Map I have attached. I have been working on developing these customer Archetypes throughout the entire month; this map is condensed to the archetypes of the Hera but there is a full archetype map (which includes all our empathising sessions) on the google drive.

I have also made some other edits to the post which refer to scalability of these archetypes.

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Wade Tink 10 months ago

Status label added: Idea/Concept Not Complete

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Justin Hakeem 9 months ago

Status label added: Customer Segment

Status label removed: Idea/Concept Not Complete

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