[ Thank you for the well wishes. It is time for this blog and myself to move on. We will be slowly getting back to our regular programming. ]

Market segmentation used to be easy when I was reading about it for fun.

When I actually do it as part of running a business it becomes very hard. This is because when you have a business running, market segmentation is an empirical exercise. You need data to understand the customers paying for your service offering. Old school approaches to guessing the profile of your customers can lead to sub-optimal profits for this section must be taken seriously.

There are 4 dimensions to market segmentation :

a) Demographic

This is basic information on age, gender, marital status and education. When it comes to demographics, trainers generally attract their own kind. My course has a very strong male population in their 30s-40s – many sign up because