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The Great CEO Within by Matt Mochary, framework 13 of 15

STP (Segment, Target, Promote)

A short route to choosing a market and reaching it.

Matt Mochary's framework, from The Great CEO Within, pp. 31 to 103.

  1. Segment

    Brainstorm all markets, narrow to the top 5 to 10 by CAC, LTV, TAM and values fit, then do primary research and pick one beachhead.

  2. Target

    Define the end user and decision-making unit, write one Persona and map the Full Life Cycle.

  3. Promote

    Only after product market fit, market where the persona's eyeballs are and tie every spend to quantitative results.

From chapter: Chapter 22: Key Performance Indicators (KPIs), pp. 31–103

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