Market Segmentation at the Bottom of the Pyramid

You’ve developed an innovation, program or service to help the poor.  Now how do you assess whether you’re really reaching your target market?  Customers at the bottom of the pyramid are diverse.  They span different ages, poverty levels and occupations and use products and services in different ways.  The more you know about your target customers, the better you can develop strategies and offerings that meet their needs.   This short course from +Acumen and the Grameen Foundation will teach you about market segmentation, or how to divide your market into clusters that have relatively similar needs. You’ll learn about new survey tools like the Progress Out of Poverty Index; understand the nuts and bolts of market segmentation; complete a customer segmentation matrix; and start to build customer personas so that you can better identify who you’re targeting and design products or programs with them in mind.   We’ll draw from case studies of companies who have used the Progress Out of Poverty Index to collect meaningful customer insights. After this 4 hour course, you’ll be better prepared to implement market segmentation and use tools like the Progress Out of Poverty Index that can yield important insights about your customers.

Our Content Partner

Acumen is excited to partner with the Grameen Foundation in offering this course. Grameen Foundation helps the world’s poorest people reach their full potential, connecting their determination and skills with the resources they need. They provide access to essential financial services and information on agriculture and health, assistance that can have wide-scale impact by addressing the specific needs of poor households and communities. They also develop tools to improve the effectiveness of poverty-focused organizations.  See more here.

You'll Love this Course if

  • You’re an aspiring or practicing social entrepreneur targeting the poor
  • You’re a global development professional who wants to understand if your program or service is reaching your target market
  • You took the Making Sense of Social Impact course from +Acumen and want to learn more about a specific application for the Progress Out of Poverty tool

What You'll Learn

By the end of this course, you will be able to:

  • Understand how market segmentation can help you answer strategic business questions
  • Learn more about your customers by segmenting your market
  • Build a customer matrix and customer personas that help your organization strategically serve the bottom of the pyramid

What to Expect

How the Course Works

There are no in-person teachers or facilitators for this course, but we will have technical and subject matter experts available to assist you online. The course will be offered through a third party learning platform called NovoEd.  Course content will consist of readings, online videos and interactive exercises. It will be available for you to access at any point. You can take this course individually or as a group.

Workload

This course should take approximately 4 hours to complete. The materials can be accessed at any time and do not have to be completed in one sitting.

Technical Requirements

You will need a computer that allows you to watch the course videos and provides the ability to upload all your assignments.

Statement of Accomplishment: 

Subject to course completion (completion of all assignments), you will receive a statement of accomplishment signed by +Acumen and the Grameen Foundation.

Frequently Asked Questions

WILL A CERTIFICATE BE AWARDED UPON COMPLETION OF THE COURSE?

We will provide a Statement of Accomplishment for individuals who complete all requirements.  For this course, you will need to submit 3 short assignments.

IF I TAKE THIS COURSE IN A GROUP, DO MY GROUP MEMBERS NEED TO BE IN THE SAME LOCATION?

You can take this course individually. However, if you would like to participate with a group, we recommend signing up with a group that is all physically located in the same place.

Remember, all members of your group need to register for this course individually.

HOW MUCH TIME DO I NEED TO DEDICATE TO TAKE THIS COURSE?

This is an Acumen Short Course. You should be able to complete the whole thing in 4 hours. We have intentionally designed these courses to be shorter and manageable so that you can fit them into your busy schedule. There will still be hands on exercises and informative readings, but if you want a more intensive learning experience, you might want to check out Acumen’s longer courses.

WHAT IS THE IDEAL SIZE FOR MY GROUP?

This course is suitable to be taken individually.  However, if you would like to participate with a group, we generally recommend a group of 3 to 5 individuals. If your group is too big, it can be more difficult to coordinate schedules and conduct discussion together.

HOW MUCH DOES IT COST TO TAKE THIS COURSE?

All +Acumen courses are free.

ARE THERE ANY PREREQUISITES FOR TAKING THIS COURSE?

This is an introductory course and there are no prerequisites.

MORE QUESTIONS?

Please contact courses@plusacumen.org

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