Most founders chase one avatar.
Your best profits hide in subgroups of that same customer.
Serve them differently and unlock new revenue.
The lens: data first, not guesswork
Map buyers on two axes: Money Sensitivity ↔ Time Sensitivity. You’ll see three useful groups:
More Money / Less Time
They pay for speed, certainty, access. Package VIP/concierge delivery: priority scheduling, faster SLA, named contact.
Less Money / More Time
They trade effort for price. Offer DIY or group formats with templates, milestones, and “office hours.”
Core Middle
Your standard delivery: reliable SLAs and clear paths to upgrade/downgrade.
Turn subgroups into profit (fast)
Step 1 — Quantify signals (60 min).
Tag the last 90 days: response-time requests, add-on usage, support touches, time-to-purchase, repeat rate. You’re isolating who values speed, who needs hands-on help, and who is price-sensitive.
Step 2 — Package one outcome into tiers.
As in Your Business Growth Playbook: DIY → Done-With-You → VIP.
Same result, different effort, different price.
Step 3 — Price with math.
VIP = COGS + capacity buffer + outcome premium.
DIY = protect margin; strip labor, not value. If VIP sells out, raise price. If DIY churns, add support.
Step 4 — Launch one subgroup (30-day test).
Pick one KPI per tier, for example:
VIP = gross margin/hr
Core = on-time %
DIY = completion rate.
Keep what moves the number; kill what doesn’t.
Proof You Know Well…
Tiered/membership models often drive a small % of revenue yet a large % of profit – exactly the dynamic highlighted in Your Business Growth Playbook. And VIP experiences monetize the More Money / Less Time group without changing your core product.
🧠 In Summary
You don’t need a new market – just new packages for the customer you already serve.
Which subgroup will you design for next: More Money/Less Time, Less Money/More Time, or tightening the Core?