BUTI Segmentation

This is the Buyer, User, and Target Impact Segment Alignment Exercise. The purpose of this exercise is to analyze the alignment or misalignment between your buyer, user, and target impact segments. It should be carried out in a workshop session with your team whenever possible.

1. Complete a Value Proposition Canvas customer profile for each segment.
2. Identify the top 2-3 jobs to be done (JTBD) for each segment and write them in the table below.
3. For each JTBD, map out the level of desirability on a scale from +5 (Very Desirable) to -5 (Very Undesirable).
4. Identify areas of Strong Alignment, Sufficient Alignment, and Misalignment.

		Desirability to Segment
	Jobs To Be Done (JTBD)	User	Buyer	Target Impact
Users
	​	+5 ​	​ ​	​ ​
	​	+5 ​	​ ​	​ ​
	​	+5 ​	​ ​	​ ​
Buyers
	​	​ ​	+5 ​	​ ​
	​	​ ​	+5 ​	​ ​
	​	​ ​	+5 ​	​ ​
Target Impact
	​	​ ​	​ ​	+5 ​
	​	​ ​	​ ​	+5 ​
	​	​ ​	​ ​	+5 ​

© Ian Gray

For JTBD that are misaligned across the segments, you will need to make a decision on the likely impact of the misalignment:

• Low misalignment: No action required.
• Medium misalignment: A need to change some aspects of your value proposition or some level of advocacy and influence for one or more of the segments.
• High misalignment: Potentially need to rethink your value proposition or reassess your ability to build a sustainable business model that covers all of these segments. This might mean a need to change the buyer or user segment.