2. Identify Your Customer Subtypes
- Vicki McEwen
User
User Subtype | Question to Answer | Examples | Job Titles |
Business User | What business job will the user hire your product for? | file an expense report, approve a purchase order, hire a candidate, increase sales, grow leads, etc. | Employee, customer, partner |
Tech User | What technical job will the user hire your product for in the SDLC and/or IT environment? | By a cloud deployment engineer, to upgrade a software system; by a security ops user to reduce security incidents; by an IT sysadmin to provision IT services for new hire; infrastructure engineer to provision app development team, etc. | Developer, data engineer, data scientist |
Builder | What job will the builder hire your product for? What is the builder building with your product? For whom? | A designer hires Figma to build designs for Business Users, a developer hires API products (Stripe, Twilio) to build apps for Business Users, a data analyst hires Tableau to build dashboards for Business Users. Etc | Developers, Data Engineers, Data Scientist, Analyses  |
Buyer
Buyer Subtype | Question to Answer | Job Titles | |
Business Buyer | How to get business value (ROI) from the product? | Functions: marketing, sales, finance | |
Tech Buyer | How to scale production of software value streams with right economics (TCO) | IT: network, infrastructure, app, data | |