Flowchart
Should you build for a new segment?
Three questions decide it after about 25 interviews
A decision path for a founder who is thinking about a new customer segment, a bigger account size or a new market. It starts with kill criteria written in advance, checks whether you can reach enough qualified people, whether most of them describe the problem unprompted, and whether several will take a paid pilot. Each no sends you to a cheaper next step instead of a build.
Where this appears
What's in this flowchart
Start: A new segment looks promising
- Write your kill criteria. Decide what result makes you stop before call one.
- Can you reach 25 qualified people?
- Yes: go to 3.
- No: Narrow the segment. Pick one role you can actually reach. Then go to 3.
- Interview about 25 of them. Same questions every time, screened by role.
- Did most describe the problem before you did?
- Yes: go to 5.
- No: Stay with your current segment. Or rethink the problem.
- Will several take a paid pilot?
- Yes: go to 6.
- No: Run a smoke test first. Interest is not yet demand.
- Build the smallest pilot. Charge for it and scope it tightly.
- Finish: Review against your kill criteria.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/new-segment-go-no-go-decision"><img src="https://www.koji.so/visuals/new-segment-go-no-go-decision/new-segment-go-no-go-decision.png" alt="Flowchart for deciding whether to build for a new segment: three questions on reach, the problem and a paid pilot, ending in a review of your kill criteria." width="1200" height="1599" /></a>
<p>Source: <a href="https://www.koji.so/visuals/new-segment-go-no-go-decision">Should you build for a new segment?</a>, Koji</p>
