Lesson 2.2: Customer Segmentation
Understanding Your Target Market – RMP Analysis
The RMP System Explained:
R (Rich) – Premium Clients (20% of clients, 60% of revenue)
- Visit frequently AND spend heavily
- Target: Executive women, entrepreneurs, celebrities
- Service: Exclusive designs, premium diamonds
- Price sensitivity: None
M (Middle) – Regular Clients (30% of clients, 30% of revenue)
- Visit regularly OR spend moderately
- Target: Professional women, special occasions
- Service: Classic designs, standard options
- Price sensitivity: Moderate
P (Poor) – Occasional Clients (50% of clients, 10% of revenue)
- Rare visits AND low spending
- Target: First-timers, young professionals
- Service: Entry-level options
- Price sensitivity: High
6 Essential Marketing Actions:
- Attract: Wear diamond nails yourself – be your own advertisement
- Service Design: Create unique monthly designs for each segment
- Social Media: Share on Instagram/Facebook targeting different demographics
- Segment: Classify clients based on actual spending patterns
- Analyze: Track which designs appeal to which segments
- Community: Build social proof through client testimonials and photos
Strategic Focus:
Important: Focus 70% of your effort on R clients, 25% on M clients, and only 5% on P clients. Your business grows by serving those who value your expertise.