Customer-centric Market Strategies

The course arc

One block. Four modules.

Start from the customer; segment, target, and position from there. — the course, told in one line

Block I · Customer-first strategy

• m.01
  The 5Cs

  Read the market through five lenses before you decide what to sell, to whom, or for how much.
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• m.02
  The CLV Formula

  A customer is worth their margin, multiplied by how long they stay, discounted to today, minus what it cost to win them.
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• m.03
  From Funnel to Loop

  Buying is no longer a one-way funnel - customers loop between consideration, evaluation, purchase and advocacy.
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• m.04
  STP

  Markets are not monoliths. Slice them by need, choose where to play, then claim a place in the customer's mind.
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