When we launched HavenLock, we thought we knew exactly who our customer was. HavenLock is a wedge-style smart lock that installs at the base of a door. We spent thousands of dollars running ads targeted at tech-savvy men who we assumed would geek out over a smart lock system.Then one day, an email changed everything.It was from a woman whose husband traveled often.
She wrote:“Your lock makes me feel safe when I’m home alone.”In that moment, it hit me—we had been talking to the wrong customer the entire time.That shift in perspective changed everything. From our marketing copy, to our design choices, to the channels we advertised on. Sales started growing because we finally stopped shouting into the void and started whispering to the right person.That’s when I realized the secret wasn’t a bigger audience, it was finding my Minimum Viable Segment (MVS).What is the Minimum Viable Segment?Forget “Total Addressable Market” Forget being all things to all people.Your Minimum Viable Segment (MVS) is the smallest, clearest, most specific group of customers who absolutely need what you’re building and will pay for it now.Think of it this way:It’s better to be the perfect solution for one person than a mediocre solution for a million.This is where most founders blow it.
They cast the net too wide, wasting precious time and capital on customers who “might” buy, instead of focusing on the one who must buy.How to Build Your MVS ProfileIf you want clarity on your MVS, here’s the exercise I walk founders through:Pick One Person. Literally. Name them.“Sarah, 34, lives in Dallas, works in healthcare, husband travels for work.”Define Their Pain.
What’s the problem that keeps them up at night?“She doesn’t feel safe when she’s home alone.”List Their Behaviors. Where do they hang out online? How do they currently solve this?“Shops at Target, scrolls Facebook groups, maybe has a basic deadbolt.”Paint Their Desired Future. What outcome are they desperately seeking?“She wants to feel safe and in control of her home security without needing her husband to install a complicated system.”This isn’t a “marketing persona” you’ll bury in a deck.
This is your customer compass.Your Action StepToday, stop thinking about the hundreds, thousands, or millions you want to serve.Instead, grab a notebook and:Write down one person who desperately needs your product.Fill out the MVS statement above.Pressure-test it. Ask: Would this person pay me today?If yes—you’ve found your MVS.If no—you’re still too broad.Want help walking through this step-by-step?
Fill out the form to get free access to my Five-Step MVS Guide, where I show you exactly how to identify and validate your Minimum Viable Segment.Finding your Minimum Viable Segment isn't about limiting your potential; it's about unleashing it. While your competitors are burning cash shouting at everyone, this focus allows you to whisper the right message to the one person who is waiting to hear it.
Let your MVS be the compass for your entire business, making every decision clearer and more impactful.Start small, focus deep, and build momentum from your Minimum Viable Segment. That’s how category-defining companies are born.Thanks for reading the Momentum Report! Subscribe for free to receive new posts.Subscribed
