Customer segments

It's important to be specific about for whom you are making the app. You will need to answer questions such as:

• For whom are we creating value?
• How much do we know about them?
• Who are our most important customers?

Your definition of the target audience may broaden in the long term.

For instance, an Uber-like app may be looking to create value for all commuters seeking instant transportation. As we will explore in later chapters, however, being highly specific makes testing and growth much easier, which are two reasons why it is important to identify your most important customers. In Uber's case, these might be young working professionals (willingness to pay a premium for their time) in the financial district of New York (a city that already has a lot of people using taxis).