Customer segmentation and customer profiles using VPC for Soluto Oy
Lähteenmäki, Julia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202102092073
https://urn.fi/URN:NBN:fi:amk-202102092073
Tiivistelmä
This thesis was conducted for Soluto Oy because they had not done barely any segmentation of their customers before. Soluto wished to expand their business to a new market area, Tampere, but did not know where to start. It was chosen as a starting point of the expansion to get to know the current customers better. One key service, Fixu, was chosen to be concentrated on.
The main methodology used was customer segmentation and customer profiles. First, the theories of how to do segmentation and how to create customer profiles using value proposition canvas were introduced. Then a table research of the current Fixu customers was done and two segments were created, with industry and company size as the chosen variables. The value proposition canvases of these two segments were filled by gathering primary data from four employees of Soluto, via semi-structured interviews. Finally, the contact information of new possible Fixu customers in Tampere from both segments were provided.
It was found out that the main industries among the Fixu customers are attorneys & law, and properties, interior design & renting. These two industries covered 33 per cent of the customers. The most common company size was micro companies with less than 10 employees, covering 49 per cent of the customers. It was also found out, that the Fixu service meets well the needs of the customers in both segments, but the non-Soluto related life of the customers is quite poorly acknowledged currently.
Based on the findings, it was suggested that Soluto would continue researching their existing customers to understand them better and to be able to enter the new market more efficiently. After gaining more information about the current customers, it is suggested for Soluto to do communication focused research and figure out how to promote Fixu services to the new potential customers in Tampere.
The main methodology used was customer segmentation and customer profiles. First, the theories of how to do segmentation and how to create customer profiles using value proposition canvas were introduced. Then a table research of the current Fixu customers was done and two segments were created, with industry and company size as the chosen variables. The value proposition canvases of these two segments were filled by gathering primary data from four employees of Soluto, via semi-structured interviews. Finally, the contact information of new possible Fixu customers in Tampere from both segments were provided.
It was found out that the main industries among the Fixu customers are attorneys & law, and properties, interior design & renting. These two industries covered 33 per cent of the customers. The most common company size was micro companies with less than 10 employees, covering 49 per cent of the customers. It was also found out, that the Fixu service meets well the needs of the customers in both segments, but the non-Soluto related life of the customers is quite poorly acknowledged currently.
Based on the findings, it was suggested that Soluto would continue researching their existing customers to understand them better and to be able to enter the new market more efficiently. After gaining more information about the current customers, it is suggested for Soluto to do communication focused research and figure out how to promote Fixu services to the new potential customers in Tampere.