Analysis of Disciplined Entrepreneurship Workbook: End User Profile

This assignment focuses on applying the principles of Disciplined Entrepreneurship to analyze the end user profile for Uber, including market segmentation and TAM calculation. The student has been tasked to build an end user profile for Uber, including demographics and psychographics. The assignment also includes an analysis of the product's website and advertisements to assess the consistency of the end-user profile. The student is also asked to define the base for two political candidates, using demographics, psychographics, proxy products, and motivators. The assignment further includes the completion of worksheets for End User Profile for Beachhead Market, and calculating the Total Addressable Market (TAM) size for the Beachhead Market. The student has provided estimations of TAM for Uber, and has discussed the assumptions and unknowns for those calculations.

Disciplined Entrepreneurship Workbook
Step 3: Build an End User Profile for the
Beachhead Market
General Exercises to Understand Concept
1. Pick a successful product that you know well. Who do you think the target end user is for that
product? Write down the demographics and psychographics.
Demographics (your guess): Uber mainly targets the 18-60 and above age group individuals
both male and female who travel regularly
Psychographics (your guess): Lifestyle is attractive wherein most of them prefer to go in Uber to
their workplace for comfort and women customers
2. Now go to the product’s website, and look up advertisements for the product in the media, and
see if the message there is consistent with your profile. Does the end users depicted look like
what you expect them to? Is the product appealing to the priorities of your profile?
Demographics (per website/ads): 10.7%of the gross bookings
Psychographics (per website/ads): 5% of the bookings
What messages, images, proxy products, and other factors give you hints as to the product’s
end user profile: The logo of Uber Company and the technologically advanced features
3. Politicians and their teams are extremely aware of “end voter” profiles. Pick two candidates who
are competing directly against each other in a current or recent election, and try to define each
candidate’s “base,” their core group of voters, which is analogous to beachhead market. In
doing so, look at the candidates’ contrasting messages and imagesand notice how they reassure
and attract these people to the candidate.
Candidate 1:
____________________
Candidate 2:
______________________
Demographics of Base: Age Location
Psychographics of Base: Lifestyle Values and Attitudes
“Proxy products” – what
things do members of the
base actually do in their
lives that demonstrate
they might be inclined to
support the candidate?
The luxurious lifestyle The proper understanding of the
different products
What watering holes do
members of the base
frequent?
Word of mouth Word of mouth

What is the biggest fear or
motivator of their base?
Understanding the top
priorities of customers
To become competitive
Worksheets
End User Profile for Beachhead Market
Demographics (be sure
to determine which
relevant for you
situation but some
general categories are
gender, age, income,
geography, job title,
education, ethnicity,
marital status, political
affiliations, etc.)
Location
Psychographics (as
above this needs to be
customize for you
situation but examples
are aspirations, fears,
motivators, hobbies,
opinions, values, life
priorities, personality
traits, habits, etc.)
Values and Traits
Proxy Products (what
other products does this
end user own and which
do they value the most?
Which products have
the highest correlation
with your target end
user)
Analysis and understanding proper product features
Watering Holes (e.g.,
locations, associations,
online platforms – and
sequence them in
priority and indicate
intensity of each)
Word of mouth
Day in the Life (describe
a day in the life of the
end user and what is
going on in her head)
To be competitive

Priorities (what are your
end user’s priorities and
assign a weighting to
each so that it adds up
to 100)
1. Safety of the women customers present Weighting: 20%
2. Technological advancement
Weighting: 10%
Now that you know the profile of the end user, you can assess future interactions you have with
potential customers to determine whether they are actually in your end user profile, and are worth your
time, or do not fit the profile, in which case engaging with their needs will distract you from building a
great product to meet a specific customer pain. And you can now estimate how many end users exist in
your market, which leads us directly to Step 4, Calculate the Total Addressable Market (TAM) Size for the
Beachhead Market.
TAM Calculation- It will be around 1 lakh women customers who are preferring to utilize the Uber app