

Chief Shoe Swapper & Co-Founder at Shoewap, a marketplace where people with unevenly sized feet and amputees swap shoes. Product Marketing | Growth | Creative
Focusing on your initial market segment gives you freedom to really understand those customers. It is almost like playing darts being only few inches from the board — the chances of hitting bullseye are much greater. How big should an initial market segment be? Well this is a tricky question. If we are talking abou…
In other words, when you ask someone what they would like, they will tell you their stated preferences — “More leg room, free pretzels”, but when you ask them what they actually did, they might say something different- “Bought the one with cheaper tickets.” All of these things are used in their consideration set, but some of them are more important.
…interviews, you are often trying to tease out something called the “consideration set” of a person. A consideration set is an prioritized understanding of the purchase options someone weighs before making a purchase decision. It’s prioritized because we all make “trade-offs” when we purchase.