Segregation on the Entrepreneurial Bus

If you’ve ever heard the term “segregation,” your mind might instantly jump to the dark days before the Civil Rights Movement. When Rosa Parks was asked to move to the back of the bus, refused out of dignity, and inspired the Civil Rights movement in the United States.

But did you know that segregation can actually be good for business?

Now before anyone cancels me, here me out.

I’m not talking about segregation based on race, gender, or any other basic human right.

I’m talking about segmenting your customers based on their buying behaviour, wants and needs.

It’s how you provide exceptional service to your most valuable customers, identifying and segmenting them so they can be treated “more special” than the average customers or market can be a wise move.

Unless you crave mediocrity, you can’t offer a one-size-fits-all solution to everyone.

What you can do is segment your audience based on their buying behaviour and interests. This allows you to better serve them and provide tailored experiences that they’ll appreciate and keep coming back for.

Look at Disney and the rabid loyalty they have from generations of the same family who make Disney resorts the only choice for family holidays. Why? Because the rabid fans are treated special which brings them back for more special treatment.

If Disney treated everyone the same who would become a rabid fan?

Another example are fitness businesses. You have a broad audience that includes people of all ages and fitness levels. Don’t try to be everything to everyone. Instead, segment your audience based on their fitness goals. You could have a program specifically for weight loss, another for strength training, and another for endurance training.

By doing this, you can provide more valuable and targeted marketing, provide personalised and better training programs, and ultimately create a band of loyal customers who love the community you created and keep coming back.

Some owners might fear going too niche and missing out so they try to keep everything general. But the truth is that you can’t please everyone. And by trying to, you risk watering down your services and ultimately losing customers who were looking for something more specialised and higher quality.

Ultimately, segregating your audience and providing exceptional service to the customers who want it most, can ironically help you build a thriving business that meets the diverse needs of your community (for example providing jobs to all people of all races, gender, etc).

Thinking About Selling Your Business

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