MODULE 2 — Markets, Segments, and Reality
Lesson 2.1: Market Is Not Market Size
Markets are often described by size:
- “A $10B opportunity”
- “Huge global demand”
This is meaningless early.
A usable market is defined by:
- Shared pain
- Similar constraints
- Comparable willingness to act
A small, coherent market beats a large, abstract one.
Lesson 2.2: Segments Are Behavioral, Not Demographic
Demographics describe people.
Segments describe behavior.
Effective segmentation answers:
- When does the problem occur?
- What triggers action?
- What alternatives are considered?
- What prevents switching?
Two customers can look identical demographically and behave oppositely.
Lesson 2.3: The “Beachhead” Discipline
Your first market is not your final market.
Choose a beachhead that is:
- Narrow
- Pain-intense
- Easy to reach
- Capable of reference behavior
Expansion follows dominance—not ambition.
Entrepreneur Edge 