Customer Segmentation & Key Needs

We presented participants with a possible audience segmentation for Plone:*Education*Government*Nonprofits*Large Enterprise*Small/Medium Business We asked them to think about how to define each of these broad segments more precisely, and then to consider what each of these customer segments wants from Plone, and to write ideas on flipcharts.  We then used sticky dots to identify the features/qualities/capabilities that we thought were most important to each customer segment.In addition, we identified another major customer segment: media/broadcastNote: this is not the only possible way to "slice" Plone's audience/customer/user-base.  In the future, we think it would be interesting to approach this exercise from a user-skill angle.  e.g. site editors; site administrators; IT support; non-technical decisionmaker; integtrator; core developer, etc.EDUCATION---------*Definitions*Higher education (+2) Institution-wide (+1) Departmental groups (+2)Faculty and studentsResearch institutionsK-12*Needs* Simple content sites (+2)Collaborative workspaces (+5)Permissions important (+3)Some want social networking features (+2)Some want e-learning features Some want integration with other e-learning systems/LMSes (+2)Single-sign-on or centralized ID management (+3)Marketing of Python to "suits" (non-technical decisionmakers) (+4)"Crossing the chasm" marketing / "show me who else has done this"Accessibility (+2)Portal/integration with a messy technology landscape (+4)Tracking and auditing (who did what, when) (+1)Hierarchical organizations means workflow is importantGOVERNMENT-------------*Definition*Local government web presence (PloneGov project targets this)State/Federal agencies*Needs*Accessibility and standards compliance (+10)Multilingual support (Europe, obviously; in the US, Spanish is increasingly important in many jurisdictions) (+13)Workflow (+3)Business process automation/managementSecurity (+3)Rapid prototyping (+1)Processes for helping adoptionNONPROFITS------------*Definition*Large, enterprise-class nonprofits (e.g. Oxfam)Smaller/midsized nonprofits (3-30 staff)Also professional associations (similar needs, but different culture)*Needs*User feedback on content (comments, etc.)Collaboration (+10)CRM integration (+1)Affordable hosting (+2)Lack of centralized management needs (+1)Online donationsEmail blastingSupport for integrators and beginning developersMailing listsWikisCollaborative workspaces LARGE ENTERPRISE---------------*Definition*Media & EntertainmentHigh-tech industry(Higher ed?)Individuals in large corporations trying to do small, quick projects with few resources and under pressure (+1)*Needs*References/case studiesClustering/high availability solutions (+1).NET, Java integration storiesExternal storage, scalable to terabytes of data, millions of docs (+3)Integration (+2)Web Services support (SOA) (+3)RDBMS interoperability (+5)Rapid project turnaround (esp. compared to Oracle, Microsoft solutions) (+1)SupportBig outsourcing contracts can limit choices (+2)Plone needs to fit with overall IT strategy (+3)SMALL/MEDIUM BUSINESS-----------------*Definition*Media & publishing houseHigh-tech companiesB2C & Commerce shopsStartups*Needs*Web publishing (+11)Easy UI themeing (+6)Strong publishing (WCM) enginePerformanceScalable storage (+1)EcommerceSupportUpgrade pathSingle sign-on (+2)Simple brochure sites  (counterpoint: there is no such thing as "brochureware", e.g. simple static sites, anymore)Intranets (+8)Simple, cheap deployment story (+13)Service providers to mitigate limited in-house technical skill (+2)Custom business applicationsMEDIA/BROADCAST------------------*Definition*Public radioCommercial broadcasting*Needs*Turnkey solutionRapid publishing, frequent updatesPlaylistsArchiving multimedia content (+5)Media management (+5)