By identifying the specific groups of people that would benefit from your service, you can start constructing a business plan that can strategically reach out to they people you are trying to connect with. For nonprofits, this includes the targeted client population as well as donors (funders & volunteers) as well as other nonprofits and community affiliates.
In assessing the sustainability of Customer Segments within the framework of the business model,
we should reflect on the following:
In assessing the sustainability of Customer Segments within the framework of the business model,
we should reflect on the following:
People & Customer Segments
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- Are partner organizations and customer segments sufficiently diversified and reaching out to new constituents?
- Do we know our customer segments and their needs well enough? Customer segments may include funders, volunteers, employees, clients, communities, parter organizations, etc.) Are some customer groups likely to defect soon?
- Become familiar with the corporate social responsibility reports of large donors, or conduct other methods of research to learn about the values and practices or constituents. Be willing to overlook resolved issues and assist others in the implementation of better practices in order to salvage mutually beneficial partnerships.
- Talk with volunteers about their experiences working with Earth Access and provide frequent engagement between all levels of staff to promote open dialogue and foster positive working relationships.
Planet & Customer Segments
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- With an emphasis on locally-oriented business, Earth Access needs to assess how far its outreach can go while still operating within the scope and guidelines set for by its mission.
- How does Earth Access encourage its customers to maintain planet-oriented lifestyles outside of Earth Access programs?
- Establish a based of "flying monkeys" (for lack of a better term) that spread the mission of Earth Access -- perhaps an incentive program that rewards customers who can demonstrate that they've integrated Earth Access values into their community.
- Look at expanding the organizations customer segments by reaching out to the customers of constituents/partners -- chances are your organization will share some of the values and objectives of your affiliates' associates.
Profit & Customer Segments
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- With an emphasis on addressing the three pillars of sustainability, Earth Access should strategically solicit the support of organizations that emphasize social responsibility and environmental stewardship, as well as those seeking returns on financial investments.
- Know which segments of your target populations have the highest return on your marketing investments. Develop a unique marketing strategy promoting the environmental aspect of Earth Access, and another campaign to highlight the social impact value. You may find two sub-segments of donors among your existing demographic.