Gate 2: Who is the Customer?  

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Gate 2: Who is the Customer

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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’ll 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

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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 you will get from the Gate

  • Understand 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

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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

What is required from 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. 

Certificate and Badges

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

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. 

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

Badges and Skills

  • 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