Customer Segmentation (2-Part Session)

February 15, 2024

Hosted by MaRS Everest

Founders will learn how to use the Tornado segmentation process to refine and build their beachhead market segment, and how to properly calculate their Total Addressable Market.

Workshop Schedule*

  • February 15, 2024, 2:00 - 4:00pm
  • February 22, 2024, 2:00 - 4:00pm

*Please note that this is a 2-part session, and each session is 2 hours long. Attendance is required for both sessions.

Learning Objectives:

  • How narrower vs broader segmentation can lead to faster traction.
  • Brainstorm more specific customer segments
  • Use the SPA+ criteria to prioritize market segments to test
  • Plan to use customer discovery calls to validate assumptions made in the segmentation process
  • Use the segments to define your real TAM (Total Addressable Market)


  • Founders need to have an MVP
  • Founders need to be familiar with the customer development process and completed at least 10 customer development interviews.

Workshop Requirements:

  • Strong internet connection
  • Web Camera with video conferencing capabilities
  • Excel or Google Sheets
  • Paper & pen

Who should attend?

  • Entrepreneurs with established assumptions and hypotheses that are ready to test scenarios while working through problems within their startups.
  • Startups with a prototype/ beta or minimum viable product (MVP), but also have a team, some customer validation, and some traction.
  • Only available to Regional Innovation Centre (RIC) clients. Please contact your RIC contact for more information.

Please note that to benefit from the peer-to-peer nature of these sessions, all attendees are expected to engage and remain for the full session. This session uses Peer-to-Peer methodologies based on Aulet’s work at MIT’s Sloan School of Management.


In order to take advantage of the session, we require participants to give a deposit of $25. This deposit is fully refundable ONLY upon completion of the post-session survey within 5 days of the last session. Given the intimate nature of the session, and because the success of each session relies on the attendance of ventures, we use the deposit to ensure that ventures will attend when they sign up.

If you are no longer able to attend the session, we require 2 business days' notice. Please email [email protected]. We regret that failure to do so may result in the loss of your deposit.

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Peter Crouse


Peter Crouse bio coming soon.

Dave Miller

Software Technology

Dave Miller bio coming soon.