Segmentation and targeting
Choose an audience you can reach and serve profitably.
Quick learn
A fictional meal-prep company in Pune has capacity for one pilot. It can reach 2,000 office commuters or 8,000 students. Commuters convert at 8% and contribute ₹250 per order. Students convert at 3% and contribute ₹100.
Deep dive
Segment by a need or behaviour that changes the marketing decision. Then compare reachable demand, fit, economics and operational constraints. A broad demographic may hide customers with very different purchase occasions.
Worked decision
2,000 × 8% × ₹250 = ₹40,000. The larger student audience yields 8,000 × 3% × ₹100 = ₹24,000. Both estimates use reachable people and assume one order per buyer.
When the decision changes
If campus distribution cuts costs and student contribution rises to ₹180, the student pilot yields ₹43,200. Test access and actual conversion before committing.