The PVP Index. Definition, Examples & Free Worksheet

Have you ever wondered how some companies seem to find their perfect audience effortlessly, while others struggle to connect with anyone at all? It's as if they've cracked the code to discovering the ideal customer segments for their products. This is where the PVP Index, introduced by Allan Dib in his book "The One-Page Marketing Plan", becomes a valuable tool.

In this comprehensive guide, you will learn what the PVP Index is, how PVP Index marketing works, examples and how to use the PVP Index to find the best market segment for your business.

Let's get started.
What is the PVP Index
The PVP Index helps businesses find the most suitable customer segment
Personal fulfillment
Rate each market segment from 1-10
Tailor your marketing message to your ideal segment

What is the PVP Index?

The PVP Index is a strategic framework designed to help companies identify the most appropriate customer segments for their offerings. It stands for Personal Fulfillment, Value and Profitability. The framework helps companies learn whether they are focusing on the right target group.

Interestingly, the framework goes beyond traditional demographics such as age, income or gender. It looks at the psychological and emotional aspects of your customers. By analyzing and rating each individual market segment on a scale of 1 to 10 based on the PVP Index, you can make better decisions about where to focus your marketing efforts and resources. After all, you want to spend your marketing budget as effectively as possible, rather than trying to reach everyone. Once you have identified your ideal customers, you will gain clarity in your messaging and the ability to use your marketing budget effectively.

Let's take a closer look at the three different parts of the PVP Index.
PVP Index - personal fulfillment
Ask yourself how much do you enjoy dealing with this type of customer
If you are constantly working with people you would rather not be working with, you will burn out
To maintain a healthy state of mind, it is important to feel personally fulfilled by your work

Personal fulfillment: How much you enjoy dealing with this type of customer?

This component of the PVP Index asks how much you enjoy dealing with this type of customer. This is often neglected by companies when they think about their target audience, because they are trying to find the target audience where they can make the most money.

However, I think this is a very important question to ask. The reason is that if you're constantly working with people you'd rather not be working with, you're going to get burnt out. You should never forget that it is important to feel personally fulfilled by your work and your business. Only this will help you build a lasting business and stay in a healthy mindset.

If you look at other marketing tools today, this is usually neglected. But you should not neglect the fact that it is invaluable to feel happy with your daily work and the people you work with.
PVP Index - value
Ask yourself how much does this customer segment value your work
If you provide value but your chosen target audience does not appreciate it, you would waste time and money

Value: How much does this customer segment value your work?

If you provide value but your chosen target audience doesn't appreciate it, they will never pay for your service. This would be a waste of time and your marketing budget. To avoid this, think about which audience values your work the most.

To do this, explore the alignment between your brand's values and those of your target market. It's about understanding the core principles, beliefs and ethics that matter to your customers. When your business values resonate with those of your audience, you create a stronger emotional connection and build trust.

Customers are more likely to choose your brand over the competition if they feel your values are aligned with their own. Assessing this aspect of a customer segment helps you gauge how well your values match those of your potential customers.
PVP Index - profitabiliy
Ask yourself how profitable is the work you do
Profitability assesses the income potential within a specific market segment

Profitability: How profitable is the work you do?

While personal fulfillment and shared values are essential, a successful business must also generate revenues and profits. The Profitability component of the PVP Index assesses the earning potential within a particular market segment. It looks at factors such as the purchasing power of the segment, the willingness to spend on your product or service, and the overall profitability of serving this particular group of customers.

By assessing this aspect, you gain insight into the revenue potential of each market segment, which is essential for your business success.
Download the free Worksheet here

PVP Index Examples

To make things more tangible and to show you how you can apply the PVP Index to your business, let's use two examples.

Example #1

Use case
You are a freelance designer and you help companies build websites. You have in-depth knowledge of the automotive industry and you know how to build websites that get people to buy a new car or make an appointment. You like new, emerging trends and are a big fan of electric technology. But you are not sure whether to focus on the top 10 companies in your region or on the emerging new competitors in the market.

Here is how you can use the PVP Index to find out. You compare these two market segments in a table.
Personal fulfillment
•Top 10 companies:
6 (proven, "old school" technology)

• Rising Stars:
8 (new technologies, emerging trends)
• Top 10 companies:
4 (You could provide a lot of value if you could increase the conversion rate of the website of already established players in the industry. But they already get a lot of traffic to their site and have probably already optimized their site).

• Rising Stars:
8 (Helping rising stars increase their website conversion rate would be extremely valuable to them. Start-ups often don't have a dedicated design team, so having an expert on board would be really valuable to them).
• Top 10 companies:
10 (Industry leaders could be very profitable for you because they don't lack funding. They are already established and making millions in revenue).

• Rising stars:
2 (Start-ups are often not fully backed by investor money. They cannot afford to pay experts for an extended period of time. Profitability would suffer).

After evaluating the two market segments, your spreadsheet would look like this.
PVP Index Example 1
Based on your overall ranking, you would choose to target the top companies in your industry. But here is a pro-tip to keep in mind. If you feel that a certain criterion is more important than others, you can use a weighting. For example, if you value your personal fulfillment more than profitability, give the personal fulfillment section a weight of 1.2x or 1.5x.

Example #2

Use case
You are an entrepreneur and offer a meditation app that helps people relax. You are not sure whether to focus on the B2B (business-to-business) market or the B2C (business-to-consumer) market.
Personal fulfillment
• B2B:
3 (You would just sell the app and have no user interaction)

• B2C:
8 (You enjoy working directly with people, getting direct user feedback and helping them succeed)
• B2B:
7 (Companies would use your app and give it to their employees. They understand the value your app provides, but see it more as a gadget than something that provides business value like revenue)

• B2C:
8 (Customers would enjoy your app and would incorporate it into their daily routine)
• B2B:
10 (If you set up a licensing model for businesses, there would be a lot of money to be made)

• B2C:
3 (With all the competition out there, customers would be less likely to pay for your service)
After evaluating the two market segments, your spreadsheet would look like this.
PVP Index Example 2
Based on your overall ranking, you would choose to target the B2B market.
Download the PVP INDEX Worksheet here
How to identify the target market using the PVP Index
Understand your offerings
Market research and segmentation
Apply the PVP Index
Refine and iterate

How to identify the target market using the PVP Index in 4 steps

Identifying the right target market is a vital step in any marketing strategy, and the PVP Index can guide you in this process. Here's how.

Step 1: Understand your offerings

Before you can use the PVP Index, you need to have a clear understanding of your products or services. What is your unique value proposition? How do you stand out from the crowd? What problems do you solve? What benefits do you provide? This basic knowledge is essential when evaluating potential market segments.

Step 2: Market research & market segmentation

Gather data and conduct market research to identify potential market segments. Look for groups of people with characteristics that match your PVP criteria. This may include demographic, psychographic and behavioural analysis.
Market research  is one of the key elements in understanding  your potential market segments.
Consider age, gender, income level, education and other demographic factors that may be relevant to your product or service. One approach is to use social media analytics tools to gain insight into the demographics of your social media followers and engagement.
Explore the lifestyles, values, attitudes, interests and behaviours of potential customers. You may want to consider conducting in-depth interviews with a smaller group of customers to gain an in-depth understanding of their psychographic profiles. This will help you to explore their motivations and decision-making processes.
Behavioural analysis
Study the buying behaviour and habits of different customer groups to identify trends and preferences. Gather feedback from customers through surveys or direct communication to understand their satisfaction levels, complaints and suggestions.

Based on your research, segment the market into distinct groups or segments that share common characteristics and interests. Each segment is a potential target audience.

To learn more about customer segmentation, check out this in-depth article SaaS Customer Segmentation.

Step 3: Apply the PVP Index

Now, rate each market segment using the PVP Index criteria (personal fulfillment, value and profitability).

Step 4: Refine and iterate

Market conditions and customer preferences evolve, so regularly review your target market selection using the PVP Index. Using the PVP Index to identify your target market is a dynamic and iterative process that combines data analysis with a deep understanding of your offering and customer psychology.

Therefore, you should regularly refine your strategy based on new data and insights to ensure continued success.

It allows you to focus your marketing efforts on the segments most likely to respond positively to your brand, ultimately leading to increased customer loyalty and profitability.
Why is the PVP Index important
Precision in targeting
Enhanced customer engagement
Long-term sustainability
Customer-centric approach

Why is the PVP Index important?

The PVP Index isn't just another marketing tool. Its importance lies in its ability to change the way companies approach customer segmentation and targeting. As I said, for me the most interesting thing about PVP Index marketing is that it also takes into account how happy you are with a particular market segment, which is usually neglected by other marketing tools. Here's why the PVP Index is so important.
1. Precision in targeting
The PVP Index helps you identify the right audience. By taking into account personal fulfillment, value and profitability, it helps companies target the segments most likely to respond positively to their offers. This targeting saves time and resources by avoiding the shotgun approach of casting a wide net and hoping for the best (which you should never do).
2. Improved customer engagement
Today's consumers are looking for more than just products or services. They crave meaningful connections with brands that align with their expectations and values. The PVP Index enables companies to understand the deeper values of their target audience. By aligning with these values, brands can build stronger emotional connections with their customers. Ultimately, this helps them stand out from the crowd and build meaningful, long-term relationships with customers.
3. Long-term sustainability
In the pursuit of short-term profits, many companies neglect the importance of building a sustainable customer base. The PVP Index encourages a forward-looking approach by helping companies align their values and offerings with the evolving preferences of their target market. This ensures that companies remain relevant and adaptable in a dynamic marketplace, leading to long-term sustainability and growth.
4. Customer-centric approach
If you are involved in marketing, you will regularly hear the term 'customer-centric approach'. A mindset that focuses on the customer and delivering value to them - both before and after the sale. The PVP Index puts the customer at the centre of marketing strategy. It shifts the focus from what the company wants to sell to what the customer really needs.

This customer-centric approach not only increases customer satisfaction, but also encourages referrals and positive word-of-mouth - always valuable in reducing your customer acquisition costs.
The PVP Index also takes into account how happy you are with a particular market segment, which is usually neglected by other marketing tools.

A major drawback of the PVP Index

The PVP Index is a great starting point for identifying your target audience, and I have used it myself. However, it does not tell the whole story. At the end of the day, it is people who buy your solution, not just market segments. That's why you need to identify your Personas.

Personas are fictional characters that represent the different user types that might use your solution. Even though they are fictional, they will help you understand your users' needs and help you craft a valuable solution that people love. But not only that. The more realistic your Personas are, the better you can understand their motivation and goals. And that is the most important part of it.

Remember: understanding your target audience is crucial for the success of your business. This knowledge will assist you in making informed decisions and developing solutions that really fulfill the needs of your users.

If you want to learn how to create effective Personas, check out this Personas Video Course I made.

4 Frequently asked questions about the PVP Index

1. Can the PVP Index be applied to any type of business or industry?

Yes. In the end, it's just a framework. And because it is so versatile, you can apply it to different businesses and industries. But as already mentioned, make sure you also clearly define your Personas to really understand who your customers are.

2. How often should companies reassess their target market using the PVP Index?

One of the biggest mistakes you can make is to define your target audience once and then let it gather dust. Market conditions and consumer preferences change. Therefore, re-evaluate your target market on a regular basis. This will ensure that your marketing and product development is in line with customer expectations.

3. Is the PVP Index a one-size-fits-all solution for customer targeting?

No. While the PVP Index is a valuable framework, you should never use it alone. Your target audience is unique and you need to really understand them to be successful with your marketing. I always recommend combining the PVP Index with other tools, such as creating effective Personas.

4. Can the PVP Index be used for niche markets with unique customer characteristics?

Yes absolutely - the PVP Index is well suited to niche markets. In fact, it can be particularly effective in niche scenarios where understanding the psychological and emotional aspects of customers is crucial to successful targeting. Just make sure you also define your Personas and validate them regularly.

Final thoughts on the PVP Index

The PVP Index marketing approach helps you avoid the shotgun approach to marketing, where you shoot in all directions and hope something hits. Instead, you're going straight to the people who really resonate with what you have to offer.

Remember, entrepreneurial success isn't just about having a great idea - it's about the actions and strategies you take. To help you build a successful business, I've created the SaaS bundle.

This bundle covers a wide range of topics including idea validation, customer acquisition, marketing, customer retention, go-to-market strategies, metrics and analysis.

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