Target Audience Pyramid
How to segment based on a cause.
This is the segmentation. Segmentation according to geography (which is moot in a digital world) and demographics (which is moot in a diverse world where decisions are taken based on values rather than plain utility) does not work.
You have to identify those who care for the cause already. Those are your core tribe. The cost of acquisition is the lowest here.
The pyramid details how to segment people based on their feeling and actions pertaining to the cause.
The farther a user is from your cause, the more your CAC will be.
PS: If you want me to take your startup/business case study and apply this model to it, connect with me on Linkedin / Twitter.
PPS: Please share this on Linkedin so we can change marketing forever and make it more humane and aligned.
True. I have experienced this emerging trend in my line of business. Identifying and pitching to the core tribe gives early traction. Very well illustrated Pareen. Best wishes.