FILE – In this Aug. 4, 2011 file photo, Arizona Cardinals’ Todd Heap warms up at NFL football training camp in Flagstaff, Ariz. Police say Heap was behind the wheel of the truck when he accidentally struck his 3-year-daughter while moving the vehicle forward outside their home in Mesa Friday, April 14, 2017. Officials said the girl was taken to a hospital where she was pronounced dead. Mesa police said impairment was not a factor. (AP Photo/Matt York) Prayers go out to Todd Heap and his family! Very sad situation— Antoine Bethea (@ABethea41) April 15, 2017 Cannot stop thinking of Todd Heap & his family. It’s pain that is literally unimaginable; the mind doesn’t even let you go there. 🙏 🙏 🙏— Mark Dalton (@CardsMarkD) April 15, 2017 Prayers for Todd heap and his family.. can’t imagine— Tyrann Mathieu (@Mathieu_Era) April 15, 2017 The 5: Takeaways from the Coyotes’ introduction of Alex Meruelo I can only imagine how heart broken this father is. Prayers towards Todd Heap and his family 🙏🏽— cameron jordan (@camjordan94) April 15, 2017 The NFL community reached out to former Arizona Cardinals and Baltimore Ravens tight end Todd Heap on social media after he accidentally hit and killed his 3-year-old daughter behind the wheel of his truck Friday. Absolutely gutted for Todd Heap and his family. Thoughts are with them in this incredibly tough time.— JJ Watt (@JJWatt) April 15, 2017 Top Stories Heavenly Father please be with the Heap family……….— Eric Weddle (@weddlesbeard) April 15, 2017 Prayers for Todd Heap & Family 🙏🏾— Tyrod Taylor (@TyrodTaylor) April 15, 2017 Team statement on the Heap tragedy. pic.twitter.com/cRx3nVFvOc— Arizona Cardinals (@AZCardinals) April 15, 2017 — Bruce Arians (@BruceArians) April 15, 2017 Statement from the Baltimore Ravens organization: pic.twitter.com/P6arCBU7mP— Baltimore Ravens (@Ravens) April 15, 2017The 37-year-old Heap played 12 seasons in the NFL, spending his last two seasons with the Cardinals after 10 with the Ravens. Heap had 32 receptions for 377 yards and one touchdown in Arizona. He was a standout at Arizona State University, breaking the record at the school for most receptions by a tight end at 115. He was drafted in the first round at No. 31 overall by the Ravens in 2001. Heap was a two-time Pro Bowler and made the All-Pro team in 2003. 6 Comments Share Praying for the Heap family during this tragic time. May God bring them strength 😔☝️💔— Ottis OJ Anderson (@OJAnderson24) April 15, 2017 Derrick Hall satisfied with D-backs’ buying and selling Praying for Todd Heap and his family. It could happen to anybody, and I can’t imagine the grief.— Chad Greenway (@chadgreenway52) April 15, 2017https://twitter.com/TorreySmithWR/status/853201553083314176 Grace expects Greinke trade to have emotional impact Former Cardinals kicker Phil Dawson retires I am saddened to hear of the tragic news surrounding the Heap family. My thoughts and prayers are with them in this difficult time.
Note: See my previous post in a series on market segmentation: “Hypotheses Building: The Hardest Part of Segmentation“If you have read OpenView Labs’s posts on market strategy before, you know that for our expansion-stage portfolio companies, we place utmost importance on having razor sharp focus on the right customer segment. In our work with the portfolio companies, go-to-market and product strategy development invariably starts with a review of the segmentation strategy, and judging from the number of vigorous discussions we have had on this topic, pinpointing the right segmentation strategy has never been a simple walk in the park for any company at any stage.Articulating and Aligning Your Customer Segmentation Strategy DevelopmentHaving a good customer segmentation strategy actually requires that many building blocks be in place. In a previous post, I explored the challenge of building the right segmentation schemes by developing and testing hypotheses on the drivers of needs that differentiate one segment of customer from another. That is the key to building a truly effective segmentation scheme, but that is just the first step. To put this segmentation to use, these segments also need to be evaluated so that the most attractive segments for a company can be identified and then mapped against an action plan that allows the company to focus its resources in a meaningful way and win customers in those segments.Throughout each of these steps, the company needs to not only understand its target customer segments inside out, but to have confidence in the data and research methods that support the segmentation choice, and be able to communicate its value proposition as clearly and consistently as possible to both its internal and external stakeholders — its employees, partners, investors, customers, and all relevant market players.This is what I would consider having the desired “clarity” in customer segmentation strategy development. To really get to the bottom of this concept, let’s try answering a few questions around your segmentation strategy. This shouldn’t be difficult — the answers do not have to be exact, nor there are absolute right or wrong answers. Instead, these questions are meant to let you self-examine your strategy and evaluate your own “clarity” on your segmentation choice and strategy.Can You Articulate the Following about Your Company’s Top Three Target Segments?Definition of ideal customer in that segments enough for you to understand who they are and what their problems/needs areA market value (true dollar potential) associated with each target market segmentA description of each target market segment that indicates WHY they buy (or would buy) your company’s productA list of prospects or customers in each target market segmentA list of competitors in each target market segment Can You Articulate the Following about the Other Segments in Your Market?Definition of customers in those segments clear enough for you to identify themA market value (true dollar potential) associated with each target market segmentA rationale for why customers in those segments should not be in your top three segmentsAdditional Questions to AnswerDid you use primary or secondary research to make your segmentation decision?How different are the top three target customer segments in terms of their needs?Do these segments make up more than 30% of the total addressable market?What percentage of customers in the top three segments can you identify using the definition described above?What percentage of customers in the top three segments is in your customer base or in your CRM?Do each of your product, sales, marketing and customers service departments adopt the same set of information on the targeted and non-targeted customer segments?Elements of Your Go-to-Market Strategy You Need to Tailor to Your Customer SegmentsMessagingTarget AudienceMarketing ChannelsSales ModelsPricing Model and LevelElements of Your Product Strategy You Need to Tailor to Your Customer SegmentsProduct Bundle/PackagingProfessional Service LevelCustomer Service LevelNot Done Yet: Two More Important Questions to AskDo you have segment-specific business goals for your company overall as well as for each business departments?How often do you review and refresh your segmentation strategy?Do you think these questions are helpful? Would you add anything else?AddThis Sharing ButtonsShare to FacebookFacebookShare to TwitterTwitterShare to PrintPrintShare to EmailEmailShare to MoreAddThis