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Research shows that serial entrepreneurs develop business models more successfully than others by building on proven strategies. Innovate like a serial entrepreneur!

Enjoy the following business model strategy to boost your creativity. Find more on our Innovation Platform .

Business Model Inspiration #2: Customer Segmentation

Instead of targeting the masses, the broad consumer or business market is divided into sub-groups, known as segments. Targeting can be done via shared characteristics, such as common needs, common interests, similar lifestyles, similar demographic profiles, etc.

The overall aim of segmentation is to identify high-yield segments, i.e., those segments that are likely to be the most profitable or offer you the biggest growth potential.


Emirates offers the same product – flying from A to B – in fine segmentation with different benefits to their customers: Economy Saver, Economy Flex, Economy Flex Plus, Business Saver, Business Flex, Business Flex Plus, First Class Flex, First Class Flex Plus.

Ibis Hotels

While having an economy emphasis, the international hotel company is offering different levels, such as Ibis Style and Ibis Budget, to target different customer segments.

Now, instead of targeting premium or middle-class customers, you can also follow another approach to customer segmentation. This one is about targeting customers with a lower purchasing power at the bottom of the pyramid. This significant group of customers especially benefits from affordable products, while the company profits from higher sales numbers due to the target size, as opposed to a high-profit margin.

Grameen Bank

The Grameen Bank is a Nobel Peace Prize-winning microfinance organization and community development bank, which offers small loans (known as microcredit or “grameencredit”) to the poor without requiring collateral.


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, one of the bottom-of-the-pyramid market leaders, is selling single-serve packages of shampoo, toothpaste, and soap. Its signature BOP product is Pureit, a countertop water purification system sold in India, Africa, and Latin America, which is saving lives while making money for shareholders.

SAB Miller

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is a company with a strong commitment to BOP consumers. In Mozambique, SAB Miller sells beer made from cassava, while in Uganda it sells beer brewed with sorghum. Using local crops, such as cassava and sorghum, appeals to local tastes, provides a livelihood for local farmers and keeps costs down, so that SAB Miller can compete with homemade brewers, its primary competitors in Africa.

We wish you all the best for your project, if you have any questions, please shoot us a message:

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We are all taught to believe in the power of collaboration, but what really drives the relationships that create our built environment?

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How has BIM changed the way design teams interact and how does it change people’s behaviour and the relationships between them?


Working from home or co-working spaces has never been easier or more popular. Is this the end of the office – or could it be the start of its finest hour?

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New-generation timber-framed buildings have properties that make them ideal for surviving earthquakes.


Modular is finally becoming reality, thanks to advances in computer modelling, 3D printing and robotics.


In this issue: the pursuit of wellness, the future of workplace, digital modelling and developments around transport hubs. Swedish Green Party politician Johan Edstav talks about building a new city over a field in Uppsala, and our contributors discuss designing an answer to the loneliness epidemic, envisioning the all-electric city, transforming our cities with smart technology and how cities are becoming the new battleground of the global economy.

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In this issue: the limits on city density, the future of education, next-generation construction materials and totally recyclable buildings. Kingdom Tower architect Gordon Gill talks about his responsibilities and regrets, and our columnists take on drones in Africa, Asian megacities and earthquakes, post-antibiotic hospital design and why engineers should read more philosophy.

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Issue 01

In this issue: designing cities for an ageing demographic, modular construction, creativity at work and the future of real-world shopping districts in an online world. Bioengineering inventor Professor Heinz Wolff rethinks society, and contributors puncture driverless myths, predict the death of the megacity and lose themselves in the urban wild.

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The Possible is a print magazine and website that explores the changing nature of buildings and cities, and the ideas and innovations that can help them to function better. It is published by WSP, a global engineering company. Our goal is to inspire, inform and entertain, to encourage discussion about what the future holds, and to bridge the gap between blue-skies thinking and what’s possible now. What if we can?


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