Gate 2: Who is the Customer?  

Gate Overview

After forming teams and defining an initial concept in Gate 1, Gate 2 leads participants through essential steps to understand their venture’s target customers. Through market segmentation and primary market research, teams identify their beachhead market and develop detailed customer profiles and personas. This process clarifies who their venture is for, creating a strong foundation for market positioning and customer engagement strategy.

Gate Structure 

The Gate is divided into several Keys ( Themes), each focusing on a specific aspect of entrepreneurship. Each Key includes readings, discussions, practical assignments, and business-related deliverables.

Themes you will cover

  • Key 1 : Market Segmentation

    Key 2: Market Research

    Key 3: Identify Beach Head Market

    Key 4 : Build End User Profile and Persona

    Key 5 : Beachhead Market Size

What you will get from the Gate

  • Understand 1. Market Segmentation

  • Learn the purpose and importance of market segmentation in identifying the target

  • customers.

  • Gain skills to divide a broad market into smaller, distinct groups based on needs.

  • demographics, and behaviours.

  • Conduct Market Research

  • Acquire techniques for gathering and analysing data on potential customers and

  • market needs.

  • Learn to use market research to inform strategic decisions about target customers.

  • Identify the Beachhead Market

  • Understand the concept of a beachhead market and its strategic importance for a

  • new venture.

  • Develop the ability to select a focused, initial market segment that offers the

  • highest potential for success.

  • Develop End User Profile and Persona

  • Learn to create detailed profiles and personas representing the venture’s ideal

  • customer.

  • Identify customer demographics, behaviours, pain points, and needs to tailor

  • products and marketing efforts.

  • Estimate Beachhead Market Size

  • Gain skills to assess the size and potential of the beachhead market using market research

  • data and analysis.

  • Learn to quantify and evaluate market opportunities based on realistic estimates of

  • customer base size

Delivery System

  • Concept Notes

  • Applications Exercises of each Theme

  • Videos Explaining Each Concept by Experts and Entrepreneurs

  • Webinars to discuss the themes with students

  • Thematic Interactive Discussion with the Learners

  • Peer Evaluation

  • Mentorship Session

  • Virtual Class

  • Assessments

Applications and Assessments 

The programme emphasises the practical application of each concept through various exercises to be performed both independently and in groups. These activities provide students with opportunities to grasp the concepts and develop their skills

What is Required of You 

The Gate is divided into several sections, each focusing on a specific aspect of entrepreneurship. Each module includes readings, discussions, practical assignments, and assessments. 

Delivery Platform

The Gate is delivered through our online platform, Entreprenerds Space. Delegates can access the platform online or via their mobile app, allowing them to participate in the programme on the go, even offline.

Certificate and Badges

You are awarded a certificate upon completion of the gates. You’ll also receive badges upon completing an application related to a specific skill set. 

Badge 1: Customer Detective – for conducting insightful market and end-user research

Badge 2: Market Mapper – for effectively segmenting, evaluating, and selecting a beachhead market

SKILLS

  • Market segmentation

  • Primary market research (PMR)

  • Beachhead market selection

  • Customer persona building

  • End user profiling

  • Market size estimation (TAM)

  • Interviewing and empathy skills

  • Hypothesis testing

  • Bias identification (e.g., confirmation, selection bias)

  • Ecosystem navigation

USE CASE

  • Identifying and comparing customer groups for targeted outreach

  • Interviewing users, gathering real-world data, and validating assumptions

  • Choosing a focused starting market to launch your idea effectively

  • Creating human-centred representations of target users

  • Understanding detailed user motivations, behaviours, and demographics

  • Evaluating the business potential of a chosen market

  • Connecting deeply with users to uncover true needs

  • Making decisions based on data, not guesses

  • Improving decision-making in business and research

  • Identifying watering holes, partners, and economic buyers

Real World Applications

  • Building and launching a startup with a clear customer focus

  • Conducting interviews or market validation for school or uni projects

  • Designing marketing or go-to-market plans

  • Applying for internships in product, UX, or market research roles

  • Applying for innovation competitions or incubator programs

How we support you 

We will provide support throughout your learning experience. Your learning Success manager will be available to support you if you have any questions or need any help. You can also schedule one session with a mentor to discuss entrepreneurship questions related to this gate.