By Grigory Bocharov

The Segmentable methodology

How to turn tens of thousands of open-market signals into an evidence-based go-to-market strategy — from the research framework to a ready marketing funnel

Explore the stages How the data is verified

Why the methodology is needed

Go-to-market strategy

A detailed walkthrough of how to bring a product to market using our methodology

Before AI, building a strategy on real-world data was accessible only to large companies

Companies commissioned expensive research projects that took months to complete

By the time the strategy was presented, some of the data was already outdated

As a result, strategies were often based on

a limited number of studies
the experience of individual strategists
subjective assumptions about the market
respondent answers that could contain bias or inaccuracies

The vast body of knowledge already available in open sources remained unused

Grigory Bocharov, founder of Segmentable

From the methodology author

What has changed today

Grigory BocharovFounder of Segmentable

Today, around forty thousand product professionals in Russia and roughly four million worldwide are trying to answer the same questions: who the product is for, what those people need, which product capabilities address those needs and which channels should carry the communication
At Segmentable we help teams answer these questions using market data, rather than intuition
The primary goal is to reduce time-to-market and improve the efficiency of marketing investment

Speed and accuracy

Why is speed to market critical?

Speed to market is now one of the key sources of competitive advantage

But speed alone is not enough

You need to understand

which segment to enter
which needs to address
which capabilities to develop
where to build communication

Every hypothesis requires investment, which makes the ROI of marketing activities

The Segmentable methodology enables teams to

analyse the market using tens of thousands of sources
use more than 100 types of marketing analysis
forecast the ROI of different go-to-market scenarios

Speed to market is one of the key factors that separates winners from losers today

From data to action

How the Segmentable methodology works

The Segmentable methodology is a structured research and analytics system for identifying the most effective data-backed go-to-market strategy

A visual metaphor for taking a product into a new market quickly — Each stage solves a specific problem, from structuring the market to selecting a particular go-to-market strategy

01Profile
02Data
03Segments
04Needs
05Capabilities
06Competitors
07Analytics
08Maturity
09Strategy
10Funnel

Research framework

Project profiling

We define the market geography, research language, industry context and a detailed product description

if a product enters several countries, we research each market separately
we account for the local structure of segments, needs and channels
we align on known hypotheses and competitors

Stage outcome

A clear framework in which data can be compared and verified

Research

Market data collection

The system collects a large body of open data about the market, product, competitors and audience behaviour

user reviews and discussions
marketing materials, product reviews and company websites
industry studies, professional communities and regulatory documents

Stage outcome

A comprehensive set of market signals backed by verifiable sources

Market structure

Selecting segmentation types

After the initial analysis, we select the segmentation types that are genuinely relevant to the project

segments may overlap across different dimensions
we propose segmentation models that fit the market
the client can add internal segments and hypotheses

Stage outcome

A practical segment map rather than one averaged customer portrait

Priorities

Ranking customer needs

We assess the importance of each need separately for every segment

frequency of the need across sources
source reliability and quality of the problem description
product usage context

Stage outcome

A ranked list of the jobs that matter most to each segment

Product

Capability analysis using the Kano model

We classify product capabilities by how they affect customer value

Must-have — the minimum required value
Performance — capabilities that increase satisfaction
Attractive — unexpected differentiating capabilities

Stage outcome

Clarity on what the market requires and what creates competitive advantage

Competition

Deep competitive analysis

We compare not only companies but also their segments, capabilities, needs and marketing offers

which capabilities each player provides
which segments and needs each player addresses
which messages and channels each player uses

Stage outcome

The real competitive structure and underserved areas of the market

Analytics

Analytics engine

We collect benchmarks for key parameters and refine value ranges through a series of calculations

segment size, average order value and usage frequency
product penetration and channel efficiency
value ranges for key market parameters

Stage outcome

More than 100 analysis types turn raw signals into comparable metrics

Market maturity

Assessing market maturity

We use Everett Rogers’ diffusion of innovations model to assess the market’s readiness for a product

The classic model distinguishes the following groups: innovators, early adopters, early majority, late majority and laggards

This matters for go-to-market strategy because each stage perceives product value, makes decisions and responds to communication differently

The go-to-market strategy depends directly on market maturity

In early-stage markets the most effective approach is usually to focus on selected segments and build communication around their specific needs

In more mature markets, the strategy changes. When a market is crowded and the product’s basic value is already understood, broader coverage is more effective than a single narrow segment, with the offer, capabilities and communication adapted for different customer groups

innovators, early adopters and the early majority
late majority and laggards
different stages require different approaches to value, offers and communication

Stage outcome

Clarity on the market coverage and communication logic appropriate to its current stage

Strategy

Calculating positioning options

We build go-to-market combinations from a segment, need, product capability and communication channel

hundreds of thousands of potential combinations
mathematical assessment of impact on market share, ROI and revenue
ranking combinations by expected business impact

Stage outcome

A list of the most promising go-to-market strategies

Execution

Funnel and marketing materials

We translate the selected strategy into a five-stage funnel and concrete launch materials

Awareness, Interest, Education, Decision and Conversion
landing pages, video, audio, advertising creative and presentations
sales pitches and communication scenarios for the selected channels

Stage outcome

A ready go-to-market system in which tactics are tied to an evidence-based strategy

Mathematical model

Why the optimal combination cannot be selected manually

A typical study contains at least 30 segments, around 40 needs, more than 100 capabilities and roughly 40 channels. Multiplying them produces hundreds of thousands of positioning options

A model developed with research teams in Akademgorodok calculates the impact of every combination on key business parameters and produces a ranked list of strategies

A map of combinations between segments, needs, capabilities and channels — 201,320 possible combinations in a single project

Outcome

Not a report, but a ready go-to-market system

The company receives an evidence-based strategy and tactical launch tools: landing pages, creative, presentations, sales pitches and communication scenarios for the selected channels

structured market analysis

competitive map and white spaces

mathematically prioritised strategies

marketing funnel and launch materials

Segmentable

Test the methodology in your market

Describe your product and the system will prepare the framework for your first study

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