Hello and welcome back. This is part two of my week of trying to be a full-time writer. So let's go back to where I was on Friday where I had gotten up to 38,000 words in the book so that was a triumph but I was a little bit worried about how much they worked. So we're going to get into some of my concerns and then proceed with the rest of the week. So on one hand I was like quite happy that I'd actually done so much and I hadn't realized how much I already had in this book. On the other hand when I was going through this stuff like I thought I would go through it and I remember really liking it and I thought I would continue to like it and I already see a couple of issues. One is that I think we definitely need some more time with Aubrey before this happens because at this point we don't really know who he is and what he wants and it sort of it feels a bit like so what. So I think I do need to add a couple of chapters on for him towards the beginning. I'm also worried that at this point it's starting to change characters too frequently and I don't know if we're still feeling forward momentum, if we still feel connected to the characters or I don't know if maybe it's just because I wrote it in this way where I did Perry at once and then I looked at the others and now I'm putting it together and I've sort of forgotten where we were with Perry so it's going to be interesting to see how I feel about it when I read through it. The third problem is that when I initially wrote this book I had very short chapters. There were sort of like mini chapters grouped into larger chapters so we'd have like the first one was called The International Exhibition and then there was like one, two, three under that and they were like these mini chaplets if you like so they were sort of a thousand, maybe fifteen thousand, fifteen thousand, one thousand to fifteen hundred words each and that was the way the book worked to sort of keep things moving very quickly and in this rewrite the chapters towards the beginning of the book because I've been fleshing them out they've averaged around three thousand words each and then we get into this selection of chapters and suddenly they're short again so we have one with Ince which is sort of just him watching Perry which is maybe five hundred words and then we've got a few which are sort of a thousand words each and in theory I don't mind having shorter chapters at certain parts of the book because I think it's helpful for building momentum and you know just building the pace especially when you're switching between different points of view for the same series of events. However I do feel like the transition might be a bit sudden because we've gone straight from having these three thousand word chapters to having a really small one to a bunch of really small ones. Having said all of that I don't have the distance to look at this as an editor at the moment I don't think it's a valuable use of my time and energy to fix it. The other thing is like I'm where I was back on the 30th of December or whenever it was when I finished my week of trying to write this book in a week so it's been almost two months and I haven't really made yes I've made progress I do have an extra 10,000 words I've written and rewritten like parts of this beginning many times but in terms of progression through the story I haven't gotten any further in the last two months so I think it's time to move forward. So now that I've got in this first chunk of the book done what I want to do today is basically start mapping out the next part of the book and in the original draft it was like the first half of the book that was causing me problems. The first 25 percent so the setup I didn't feel like there was enough for us to really get to know and become invested in the characters before the plot started and then the second 25 percent which is where I am now I was struggling with having sort of two parallel storylines and I felt like I was jumping back and forth between characters too often had scenes that felt episodic rather than making progress and carrying forward momentum so I already have like quite a few things that I know I want to happen in this section so today I want to do some brainstorming some outlining to try and figure out how to make it work and then maybe this afternoon I'll do some more writing so I'm also very behind on YouTube at the time of recording this. I usually upload on a Saturday morning my time and I've missed the last two Saturdays so since this is my last like weekday off I might try doing some videos this afternoon as well because I have like some different rambly things I want to discuss that a bit in my head for a while but I just haven't made the time to sit down and record them. So this should be interesting to give you some context for what's happening in this title book so the orb has just gone missing, Perry stole it or rebumped into her, it fell out of her bag, someone stole it from her and now it's made its way into the hands of the antagonist. He originally wanted it sort of as like revenge on Rain who's you know ruler of the town whose title I need to confirm um and also because something happened to the woman that he loved back in the war and he thinks that having the McGuffin will fix it and um in the process of him getting the McGuffin he sort of forms an alliance, it's so hard trying to keep this vague but he forms an alliance with another character who sort of pushes him to have a much bigger plan so rather than just focusing on himself and trying to fix what went wrong in his own life the other character basically pushes him going look you've got this power now let's fix, let's restore the world what it once was and bring power back to mages once more. So he gets the orb and then his um objective increases from fix what's wrong with my life to fix the world and he wants to stage a revolution. So one of the plot threads is him preparing for the revolution so he's recruiting mages maybe some training I because we could only have limited stuff from his point of view so it's mainly going to be around the recruitment, the plan, planning the uprising up to the midpoint which is when they stage a two. The other plot that's happening is the search for the McGuffin because Aubrey and Perry both need to find this object that they lost so we've got sort of revolution and search for the McGuffin and about halfway through this section so let's say 37.5% that is when Aubrey and Perry discover that the revolution's taking place and they sort of go oh we've got to stop this as well so there are like these two parallel things that get a little bit tangled and I need to figure out how to do them so this should be fun. So I've been looking at this for about 20 minutes and I um I don't know if I'm going to pull this book off to be completely honest it's so much more complicated trying to do a multiple point of view book than is doing a single point of view like a single point of view is simple you have one character and you're just following them through the story and naturally like as long as that character's making progress the story's making progress things are moving forward they in theory should be evolving as you watch them whereas when you've got like five different point of view characters which I have um then yeah it's hard it's like on one hand I've got lists I've got arcs for all of them and figuring out how to incorporate them but then there's also like the events that are happening and I'm struggling to focus on both so what I was just doing was looking through the list of scenes I already had and it looks pretty good I do think hang on where's my tab have too many tabs we have um yeah the orb goes missing all re and perry start searching for it yeah basically they start searching for it they split up and they happen to bump into each other in the same place which coincidentally where jaren's having his revolutionary meeting and then after that they've sort of got these parallel actually no see this is the good thing about talking it through you realize what doesn't work so I was going to say and then after they've got these parallel searching for the orb and trying to stop the revolution plots at the same time then that doesn't really work because or three yeah okay so up to the point of the revolutionary speech I think we're okay but then from the revelant that from the revolutionary speech to the coup I think um it's a little bit difficult you see I am very I can't do more than one thing at once I focus on one thing I'm doing that and now trying to get my characters like I don't know how they can be both focused on how do we bring down a revolution and how do we keep searching for the orb anyway I can I've got a few scenes before that so I can think about that later but anyway the reason I turn the camera back on is because I um basically have a list of things I want to show for each of the different arcs and this was really like easy between villain because there aren't many chapters from their point of view so or re-imperial the main point of view characters they are the ones who are like experiencing most of the story whereas the villains or antagonists we sort of just check in with them at any moment so Madeira for instance she has like five chapters from her point of view there were like two from the last version of the draft I rewrote the earlier chapter from her point of view and I think it would make sense for there to be a point of view chapter for her around the coup and also around the final battle because her arc is all about you know her anger at knowing that she is powerful but it's not recognized and how can she like basically how can she impose her power on the world so we've got the angst at the beginning we've got the dream of being powerful by being swept up in the revolution at the coup um there is a moment when like she and Perry have a disagreement and Madeira sort of flips on her because before then Perry wasn't involved in the coup at all and Madeira sort of thought oh I can make you one of us so you can join our cause and Perry doesn't want to so this causes a rift between them and because this is a significant moment Madeira I think would be good to have a chapter from her point of view and then the battle at the end makes sense to have a chapter from her point of view so we've only got these five moments but those five moments are enough to illustrate her arc same thing with ince his setup his pickpocket gets recruited by Jared and steals the orb and delivers it to the antagonist and then he's sort of recruited to be Jared and sidekick for the revolution and in the revolution like his initial thoughts that you know mages are in such a weakened state I'm doing a good thing I'm returning them to their rightful status to having second thoughts when he sees the cost to like switching sides in the battle so again we can get this complete arc with only a couple of chapters so for those characters like all I need to do is think of one chapter for each of those beats or one scene for each of those beats where we can see them experience those beats and because there are these core events in the story which involve everyone so the orb going missing the coup and the final battle I know where those things fall in the scope of those big events so slotting those in should be fairly easy when I come back to Kerry and Aubrey though because they're carrying the rest of the story their stuff starts to feel much more logistical in comparison like they're just getting everyone from A to B so we can experience these big moments so I was also thinking about their arcs which are predominantly Perry and Aubrey's relationship which goes from annoyance frustration dislike to being close Perry's which is going from you know believing in Daruman in science and thinking magic is useless to sort of seeing the value of magic to seeing the cost of magic to wishing there was a better way that both of the worlds could exist in harmony and then there's Aubrey's arc which is which needs work because originally I'd planned he was going to go from like being really suspicious of everyone else to being able to trust Perry but it doesn't seem to fit with everything but anyway so in my planning when I was just going through the list of scenes it all seemed to work it's felt like yeah these are the key events this is what needs to happen I don't think there needs to be anything else in there and then I looked at this and I'm not sure when these little bits of character development happen and like it's really exhausting my brain is so tired just trying to puzzle this out so I don't know if this is um something I can do now or if this is something where I just try writing the book and then when I'm going through and revising it that's when I stick each of these things in so if we take Perry and Aubrey's relationship for instance the beginning there's supposed to be this instant dislike she thinks he is annoying and entitled he thinks she's arrogant and a no at all then there are moments of respect when they begin to bond so she respects her magic abilities he there's a moment when she covers for him and she sort of gets caught spying and lets him get away then there are moments of betrayal so he thinks she's been hiding something from him the entire time she accidentally unlocks all the these hidden memories he didn't know he had and the this builds to the final moment where they bond in the battle now obviously bonding in the battle isn't going to be as significant unless all of this stuff happens first so I need to make sure all of this stuff happens first and the question now is do I try and work it in now or do I just write it and then in revising go back and go okay how can I pump up the dislike here how can I make this you know moment of respect or camaraderie more impactful I'm not sure about the best way to approach this I'd be really curious about how you approach this sort of stuff whether you try to like whether it's a matter of planning it really well and knowing how everything slots together or whether it's you know sort of starting with this skeleton draft and then you build on it with all of these layers and things you wanted to incorporate I have a feeling my approach is going to be the second one I don't know I just I don't know if it's going to work because in theory that's what I should be doing with the last draft I should be taking the 2019 draft and like layering all of this stuff onto it and the reason I'm not is because I don't think the 2019 draft worked I think it needed to be rewritten I think when we get to the end of my 2021 draft and do like a comparison it'll be at least 50% of it will be completely new but then what happens in or at the end of 2021 when I look at it again and go oh I don't think I can fix this by layering on what's there I think it needs to be thrown out again yeah it's a good challenge I like the puzzle that it's a little frustrating being in this position where I just don't know if I'm going to solve it and yeah I don't know what the solution is so because I don't know what the solution is it's time to go to the gym so I was at the gym and I had an epiphany and I'm not sure how I feel about it I think I might need to cut or breathe from this book so here's my second point of view character and the reason for this is I was just thinking how much easier would the book be if there was just one protagonist and then I had other points of view like sort of as garnish a seasoning which was how I always planned for the villain squad to be represented in the book and it would be so much easier like I'd have one character who's driving the story forward all of the chapters would be from her point of view there wouldn't be any of this jumping from one to the other and having parallel things going and losing momentum and forgetting who people are and losing your connection with them and to be honest like a lot of Aubrey's stuff could be cut without being detrimental to the story I mean he comes to Dharomon from outside Dharomon um and sort of brings another character along with him who is his handler who gives him his mission but like neither of them really have any bearing on the orb going missing getting stolen the magical uprising the final battle um you know they're both there like Aubrey bumps into Perry and that's how she loses the orb because it gets knocked out of her bag but it doesn't need to be him someone else could do it the only um potential difficult thing is in the battle scene there's like a moment where he pulls her to safety and just because of the architecture of the scene and I mean the literal architecture like the way the dungeon's structured and what's happens it's basically on fire and starts falling apart by the end of it um like someone does need to be there to fulfill that role and I don't know who else it would be but that's the only moment when he's necessary which is really bad like bad job Jackie that's a very poorly designed character so removing Aubrey might solve my problems I don't want to do it because like I don't want to do it because I feel like he can be saved I feel like the reason he is easy to take out now is just because I haven't done my job well enough and if I do my job better then he will be more integral to the story and by my job I mean my job is the author so I feel like he can be selfish I just need to get to work but like critically I do think if I removed him it would solve a lot of my problems I'm not going to do it today I'm not yeah I'm not that committed I'm not committed at all to this course of action to be completely honest I think I'm just gonna like start working through the next section and keep it in the back of my mind maybe when I'm done I'll do a second version of the book without him which is seems to be the way this book is going like I have multiple versions of everything it's ridiculous but maybe that's the process this book needs to get done like I don't want to get like angry at my brain like why did you have this idea why are you making things more difficult for me because like my brain's doing its job like that's what it's meant to do it's meant to marinate things and spit out ideas but can't we just find a way to fix what I already have as opposed to having to pull it all apart again so from here I think I'm gonna work on the next section in fact I might just chill for a bit this is a big revelation yeah I think I might watch some youtube and then get into the next part of the book the nice thing about this next part of the book is even though like a lot of the stuff is new I already know a lot of snippets that I can take from the last draft so like for instance there are sort of two scenes with Aubrey and Artemis who's his handler and um I think I can like the second one's going to be completely removed but I think I can incorporate some description and some of the dynamic from that one to the one we're keeping so which will make it much better similarly there was this um like two scenes with Perry and Aubrey where they were like strategizing for how to get the orb back and how to find it and they're really slow things down they're not necessary but we've got another scene where they're going to start like following page boys because the person who stole it was a boy in a page boy uniform and I think we can have a lot of that deduction there so I think the next couple of chapters at least are going to be not writing from scratch with a lot of rewriting and cobbling together paragraphs and bits of dialogue from different places so that should be fun it's um it's always a little bit easier when you've got something to start with especially when you've had a revelation that might mean you have to throw out this book you've had in your head for 15 years but I'm not bitter there's um um but I can't see there we go so um this has been a very dark year like literally I think we've had maybe five or six days with actual sunlight since the new year started and um yesterday was one of them like yesterday afternoon the sun came out for a bit so I'm really excited to have woken up and the sky's blue and the sun's shining and Drew and I are actually going on a day trip to Malta today which is a city on the border with Russia and we haven't been there before um Drew's boss actually said since we're probably not going to be here for that much longer we should go and see it and bought us train tickets which was really nice so um taking a day off writing today but I'll be getting some footage when I'm out there again and now I'm in real time so it's the afternoon of Sunday the 28th of February which means it's the end of my week of attempting to be a full-time writer I didn't end up doing any writing yesterday obviously we were on our day trip to Narva and on the train I was focusing on YouTube and video editing rather than writing because I'm a bit behind my altitude duties but I was mulling over the book in the back of my head and what's interesting as I was editing this video you're watching and I was watching my struggle on Friday and my realisation that I might need to cut all of this in the book I realised it was probably the right decision and I didn't really want to but I thought the book would work better for it and if I look for a comparison book the best one is probably The Darker Shade of Magic by V.E. Schwab blots not similar at all but sort of tone and style like these books would be closest to those and in the first book the two main point of view characters are Kel and Lila but if you look at it objectively the story is Kel's story he's the one who brings the mysterious object that causes all of the problems into his world it's his responsibility to get rid of it he bumps into Lila and chaos ensues but she's sort of just tagging along for the right she doesn't actually have any personal stakes in this story other than like when she finds herself in battle she needs to survive but she doesn't have any vested interest in saving Kel's world or you know returning the magical stone back to where it needs to be she's along for the ride really and with that in mind you could probably rewrite that book without Lila because it's not her story she's along for the ride so earlier today I was trying to map out my book again just with Perry's point of view and I still think it could work but I'm not sure how because what happened when I removed Aubrey is and this is the same thing that would happen with the darker shade of magic you could remove Lila but Kel would be on his own for most of the plot there would be no sounding board for him no one for him to interact with it would be him and his thoughts and a lot of running and fighting when he ran into other people and that's sort of what's happening with my book now if Perry's on her own so I need to rejig the bit where the odd gets stolen from her which is fine I can find another way for it to happen without Aubrey bumping into her so she drops it but then from it being stolen to her discovering the revolution it's sort of just a lot of thinking like there's no one for it would be like Sherlock Holmes without Watson so you've got Sherlock Holmes his sort of trying to unravel a mystery trying to find a criminal or a clue and it's all happening in his head it would be very quiet without Watson to explain his thought processes to and Aubrey has a similar role here and I think in the dark shade of magic Lila has a similar role they are able to expose it through dialogue and through getting to know each other and through seeing how their backgrounds are different so now that I've actually attempted trying to do the outline without Aubrey I'm genuinely not sure what the best solution is so I don't think I'll do any more writing today which is why I thought I'd do the outro now rather than waiting until the very end of the day but I am going to continue thinking about it because yeah I'm not sure what the best option is I think it could work without Aubrey but Perry would be on her own a lot so I've got to find a way to make that more dynamic and interesting or if I keep Aubrey I just like I said on Friday I need to do a better job as an author in making his role essential so that's where I am in terms of the week in general it was really nice to have a week off work I think I said this over Christmas when I attempted to write this book in a week that generally when I take time off work it's because I'm traveling somewhere I'm going on holiday and that isn't an option at the moment in Europe because they're crowded and generally in the past I would have just like stopped part of my leave until I could go away again but the company I work for has a policy where your leave from the previous year will expire by the end of Q1 so you're sort of forced to take time off which I think is actually a good way of doing it because it's good for like your mental health to have some breaks from work and this year has definitely been a little bit stressful and taxing so I did need the mental break so it was nice to have a week off and not go anywhere and just focus on the writing when it comes to how much I did I'm going to go through my results in my spreadsheet as of this moment if I do do anything else this afternoon I will add like some text on the screen explaining what the official end of the week numbers are so in the past week on six of the days I spent time on my book the activities I did were outlining rewriting rereading and thinking time reviewing existing content and actual writing when I measure my time I have like the time of the session and then my productive time so that's time that was actually spent on the activity as opposed to if I got distracted by youtube or took a break so productive time was 525 minutes which is 8.75 hours and that's actually a lot lower than I was expecting it would be just because I did have the entire week off and I thought like I said at the beginning of the week I wasn't planning to do 40 hours of writing and working on my book but I thought I would spend more than like the equivalent of one work day on my book and one of the interesting things I discovered this week is that I do have a limited capacity for creativity each day the longest day I did had 160 minutes of productive time so that's two hours and 40 minutes the shortest day was actually Friday where I had my 20 minutes of outlining then I had my revelation that I might need to cut all three and then I was depressed for the rest of the day and didn't actively work on the book in the week even though I didn't spend that long working on the book I did get through 26,212 words now obviously those weren't all freshly written words in fact on Thursday I went through like the 7,900 words that I basically just copied from the last version of the book and pasted into this one and reviewed but I did reread all of that I was making notes on some of the problems that will need to be addressed my best words per minute was 141.5 words though that's not writing time that was when I was reviewing that 7,900 words my only pure writing session was only 19.6 words a minute so you can see it was much slower going when I was writing from scratch when it comes to the total time I've spent on this book this year so this is two months now it is 1,707 minutes which is 28.45 hours so that's also not a lot though I can't say I'm surprised because I haven't been that disciplined with like pushing through with this book this year with the exception of when I did that week of working in the office a month ago most weeks I will only do like sessions on the weekend so it's not surprising that that isn't that much time and that's just been because work has been challenging the number of words written is 50,793 now obviously that is higher than the total word count in the book at the moment which is 38,000 words the reason for that is because there are a number of parts of this book that I have rewritten multiple times so on Monday the scene I was working on it was the fourth time I'd written it so because I'm counting words in individual sessions that scene has been counted multiple times and I think it's interesting to count words this way so you can see how much work you're putting in even though the number of words in your document might not be changing like if I was comparing this book to what I wrote over the Christmas week you know that was 29,000 words down up to 38,000 words so that would mean I'd only done 9,000 words in the last two months which is not true I have put in much more work than that all in all I think this was a good week it was a more productive week than most of the weeks I've had this year because of the aforementioned only looking at the book on the weekends it was a little surprising and disappointing to see how diminished my creative capacity is especially when I compare like myself to my younger self when I was working in non-fiction ghostwriting and editing and how much I used to get through in a week or two because I was doing that full time if I compare to when I was working on powerless and writing from scratch I do feel like that moved forward a lot more efficiently however I do feel like this is a more complex book I do think that this like 2021 has been a difficult year for me and not because anything's happened so much it's more like the hangover of 2020 and just like homesickness has been really starting to hit me works also been challenging because the company's been growing so fast which is good but the support team hasn't grown fast enough to deal with all the new clients so we've all been having to deal with like a lot of complaints and bad feedback and I'm like getting lots of messages from my personal LinkedIn and trying to chase down people's payments and stuff so that's been a bit draining especially when this is a time when once you want to celebrate because the company is doing so well but everyone it seems like everyone's mad at you so I was emotionally drained going into this week and I think that's definitely reflected in how much I got done so even though this was a good experiment I don't think it's indicative of how much I would write if I was a full-time writer I think if I was a full-time writer one there would have been time to transition from like corporate startup work to working for myself again so I wouldn't be like taking time to recover a lot of this week was you know going to the gym and spending a really long time just having good work out and going to the sauna getting a massage having long bars watching YouTube just taking the time to relax a little bit because I do have to go back to work tomorrow so there wouldn't be that like almost work-related jet lag when I was going into a regular week as a full-time writer because there wouldn't be anything to recover from ideally it would just be my regular routine anyway I hope you enjoyed this video if you did please the new league thumbs up subscribe hit the notification bell and I would love it if you let me know in the comments whether you like these deep dives into my thought processes as I'm trying to unpick a book and would you be interested in me doing a video with whether or not I decide to keep this character Aubrey in my book and how I got at that conclusion because like I could document the process but only if you want me to do so please let me know other than that I hope um yeah you're having a great day great week and I will see you next time bye


іadyersarners of marketing management courseoy are discussing units five that is market segmentation. In part one of the video I discussed about two learning objectives. In this second video I took two other learn objectives the two other learning objectives are to recognize the basis of market segmentation. How market segmentation is done and what are the basis based on what segments market is done  laughter మా marketplace మా marketplace మా market మూడిల్ర్ర్రం మూన్న్న్న్ మూనిగ్న్ మాహ్నిటంి పర్న్క్ని హిదినిలే స్దిస్త్న్. మాస్న్న్న్నోతోత్నేనేర్ సిసిస్న్�  widgets segment where, we can have advantages of being at of our competitors being able to satisfy the needs of profitable customers and to sustain our marketing activities over the longer period of time. So we can think about the market segmentation from three of perspective. One is, the needs and characteristics of the buyers need to be assessed. We can contact the market research and based on the market research, we can identify the needs and characteristics of the consumers. Say, some of the industrial adhesives, like, say, dendrite, we all know. These were industrial adhesives, but after contacting market research, the marketers have found that if the product is made available in small quantities, that will appeal to the target consumers also, the mass consumers also. So, accordingly, we find those small dendrite tubes. In different outlets, it has almost become a fast mobile consumer goods type of things. It's easily available in small packets. So, marketing research will give us definitely insights about which market segment to be targeted. Then customers are grouped into different segments in accordance with these characteristics. Domestic consumers or say consumers as such or say industrial consumers. Industrial consumers also say large-scale buyers, small-scale buyers, medium industries. We can think about different kinds of segmentation. So, these segmentation should be able to bring out meaningful differences among customers which the organization can exploit by designing a unique value proposition. Because customers are basically value maximizers. They would like to maximize their value in terms of maximizing the benefits by spending least possible amount. So, that is the value equation. Customers would look for certain solutions. So, accordingly, we can think about that. And ultimately, in the end, we shall try to single out, select one or more markets as target segments. Say, we all know there the markets can be divided into consumer markets and organizational markets. Consumer markets even be as household consumers, as domestic consumers. Organizational markets like the industries, institutions, government, these are all organizational markets. Offices, they are all organizational markets. So, the office buying certain products, banks buying logs and even we buying logs. We shall be buying logs for our household purposes so that we can keep our household safe from theft, equity, burglary, etc. Banks will be highly concerned about safety because they will be concerned about safety of their documents, safety of the money, the consumers' money, ultimately the public money. So, they will need a different kind of safety solutions. So, organizational markets, domestic markets. So, it is the two types. We all know consumer market and organizational market. Consumer market covers the ultimate causes, even me, our needs are defined. Organizational market covers even the wholesalers, retailers, distributors, dealers. They are also all organizational suppliers. They also belong to the organizational market. So, their requirements are different. Say, even me, we found the consumer markets. How can a marketer segment about the consumer market? Suppose, we all, many of us drink the health beverages. Say, Halix, Viva, Maltova, Boost is not it. You can name different brands. So, we all go for different kinds of health beverages. Some of these health beverages are white beverages. Some of these health beverages are say brown beverages. Say, Boost. Boost is a brown beverage. It is not it. Likewise, Viva is a white beverage. So, the beverage market is segmented. Say, white beverages, brown beverages. Some of the consumers prefer white beverages. Some of the consumers prefer brown beverages. Some of the consumers say, even say, compliant. It's a health drink for growing children. Not it. Likewise, Halix is segmented. Say, baby, for the babies, for the young adults, for the aged people, for the women. We find different varieties of Halix. These are basically what these are. The market is segmented.  White Vivares, brown Vivares into different segments for adults. Likewise, say, conflicts. We can think about it as a breakfast cereal. But there is nothing harm if we take it in the afternoon also. But more or less, it is positioned as a breakfast meal only. So, consumer markets can be divided into various variables. Say, geographic variables. Say, North-hand market, Eastern market. North-history market. Say, Assam market. Say, Kamruk market. Say, Guwahati market. We can think about the different distinct variables in terms of geography. Rural market. Arban market. Ralban market. Ralban market means something which is a combination of Rural and Arban. Or semi-arban market. Based on demographic variables, as I have told you, based on age, based on income. Say, for the high-income category people, our products will be different. For the low-income category people, our products will be different. You can think about it as a parkour pen. Parkour pen could be, it may not be available at 10 rupees. Whereas, a renewed pen may be available at 10 rupees. There could be some ballpoint pens which might be available at rupees 3 also. And say, suppose parkour ballpoint pens can be made available at 50 rupees also. Many times we just make use of that as a birthday gift, like that. And based on psychological variables also. Based on lifestyle, you may observe some of the shootings and shooting advertisements. In the advertisements, they show a complete person. Say, Ramon, complete person means one. That person is able to go for horse riding. That person is able to play golf. That person is helping a person, a blind person on the street. It's a complete in all respect. So, our products are meant for those complete persons only. So, they try to create an imagery of that shot. And it could be buyer behavior variables in terms of their user status. Say, in case of airlines, there are some frequent players. They always keep on flying from different places to different places. They are moving around. So, they would like to be categorized themselves as frequent players. So, the airlines companies will be offering certain kinds of discounts to the frequent players based on their mileage or flying. So, these are the variables based on which the market is segmented. Likewise, the organizational market also is segmented. It depends upon the type of the customer. It depends upon the size of the customer. It depends upon the type of the buying situations. Some of the organizations are very, very bulk buyers. Think about steel authority of India Limited, railways, Indian railways. It's a big buyer. That itself is a big, big, big market for many of the marketers. Like we say, for steel authority of India Limited, railways would be a big market. Likewise, for steel authority of India Limited, there could be some small buyers also. Suppose local steel manufacturing unit, there is a small buyer. Say, steel authority of India Limited will be having different kinds of products. So, they will be having a different strategy for marketing to Indian railways. They will be having a different strategy for marketing to the local level steel manufacturers. So, size of the customer, type of the customer and the type of the buying situations. Some of them will go for bulk buying only once in a year. They will pile up inventories and some of them may not go for bulk buying. So, they will go for repeat process and repeat process only. They will buy in small quantities but they will buy in a repeated manner. So, this way the organizational markets also can be categorized into different segments. Say, large segment, small segment, medium segment, tiny segment, frequent buyers, infrequent buyers, modified buyers, they always go for straight revive only, will not go for different kinds of considerations. All these, ultimately the marketer will go for targeting these markets. One is undifferentiated targeting. Undifferentiated targeting is we are going to serve the entire mass market with one mass quota. And that is unlikely to be possible. In case of say sugar, we can think about sugar as a commodity. But in today's context even sugar is also branded. Branded means what? A segment has been identified. Say, asirwar raka. So, it's different from other raka. Kaptenku is different from other salt. It's not like a common salt. So, we do not have the kind of common salt that we have. We have say iodized salt. Out of iodized salt we have got kaptenku. We have got asirwar. We have got different brands. Means what? We are, these marketers are trying to differentiate the market. So, undifferentiated marketing is likely to be not found in today's context. Then basically it's concentrated targeting. Suppose say Goddress, easy, ulein detergent. That is concentrated. It's only for ulein products only. Not for all kinds of clothes. So, that is concentrated. And it could be multi-segment. Suppose Goddress themselves will be having a different say procter and gamble. They will be having different detergents. Hindustan in river. Say surf is there. Sunlight is there. Lean is there. Okay is there. So, they are present in multiple segments with different brands. Some of them even say area. So, they will be having different products. So, each of them will be targeted to a distinct set of pairs. So, with this we have tried to cover the different basis of segmentation and what could be the approaches for market segmentation. In the third part of this video, we shall take up the other two learning objectives. Thank you.


track in college and I didn't know exactly what I wanted to do. I knew I always liked the athletic realm. Sports performance was kind of new at the time when I was a freshman in college and I had just learned about it. So, I went that direction basically right away, fell in love with it and just it worked. Never thought that I wanted to or would own my own business. From my like, what 22-year-old perspective was like, I don't know how to run a business and I didn't, of course, but I didn't also know how to be a coach really at the time. So, I moved to Florida from Missouri for a job that was awesome in performance. Working with NFL Combine, it was kind of like exactly what I wanted to do. Didn't realize that the business was actually tanking so it wouldn't last a year. So, I was kind of throwing the fire. What are you gonna do? There was an ex-employee of that gym who actually had left before I was there who started another gym around the corner. That was basically, everyone starts their own business and you can just train out of there. So, I had the connection there, although I hadn't known him before, had the connection there, just decided to like, okay, go for it. And, you know, at the time it was very, you know, whatever business I would, I wouldn't really call it a very official business at 23. It's kind of like freelance training. But it kick-started the journey and then I realized, like, oh, this is actually awesome. This is what I want to do. So, built down to that. Okay, love it. So, tell us a bit about your business then. What does your company specializing? We specialize in speed development and injury prevention for middle and high school athletes. So, our main population is soccer players. We have a ton of soccer players, but we're going to have basically any field and course for athletes. So, baseball, softball, football, lacrosse, basketball, volleyball, anybody who needs to like really just improve their performance, whether they're trying to make the next level team, earn a college scholarship, or stay healthy and available so that they can keep training. Okay, awesome. So, when clients join your program, what's the typical, like, struggle that they're facing when they join you? So, I get that a lot in soccer where they're like, every coach I've had, they tell me that my skills are amazing. My soccer IQ is top-notch, but my speed is holding me back. So, if someone's really good, but they can't win 50-50 balls, they can't create separation from the opponent, they're not able to use their skills in their IQ. They're no good on the field. So, it's really working for like, okay, I need to gain that edge. I need to be quicker. I need to be faster. Okay, awesome. And you said as well that you do, you work on injury prevention. Yes, that's going to be a huge part of any athlete, whether they've been injured in the past or not, whether they're at risk or not. Like, if you play a contact sport, if you play a sport, you're at risk. And so, our philosophy is like, okay, let's prevent injury. However, the thing is, once you start preventing injury the correct way, you're learning to absorb more force safely, efficiently, correctly. And so, now like, you're stopping sooner and the sooner you stop, the sooner you go, the more force you absorb, the more force you can produce. So, you're in turn getting faster. It's really killing two birds with one stone. Awesome. So, what made you specialize more on the speed, speed side of performance? I always kind of gravitated towards that. I think going into an NFL combine really like, I was like, oh my gosh, I love this stuff. You know, they're going hard on the 40 and the 510-5. I really liked that. But what heightened that was I had a mentor and he was big into all of this. And he was the first coach. I was very lucky to have amazing coaches who were 10 times smarter than me and better than me and everything. And I learned from all of them. Yeah. But Troy was really the one.  This is who I need to like, learn from. So, I would just follow Troy around everywhere and just realize, this is my style. This is what I've been looking for as a college athlete, looking for those tools. And then this is definitely who I am as a coach. I just needed to find myself. Okay, that's cool. So, I'm mainly from a soccer background myself. And I know like the game is changing a lot and speed is obviously becoming really important because the intensity of the game is going up. So, for you, where do you see the sports performance industry going in the next two to five years? I think that's, I think there's always going to be a need for it because like I said, you know, when I was a freshman in college, I didn't really see as many people training on the outside, but just the difference between when I was in grade school versus grade schoolers now, same thing with, you know, middle school, high school, college, and the competition's going up. And the athleticism needed is going up. So, I think that there's definitely a need for it, as well as a demand for it. More people are wanting extra training. So, I think COVID also provided opportunities for people. People got creative. They realized that now I can reach a wider audience. I can do more things. I think there's just more opportunities. So, I think that in the next two to five years, it's going to just continue growing. Continue to grow. Yeah, absolutely. So, how many clients are you currently working with? I have, summer was busier. We had 30. So, we have a very involved 12-week mentorship. We had 30. I have about 20 now that we're into the school year. Yeah. Okay. Cool. And is it all mainly in person or do you do online stuff as well? Everything's online. Oh, everything's online. Okay, cool. So, how have you found working with clients online? Because that's something where a lot of coaches do reach out to us and they want to transition to online. So, how have you found that experience? I have. Yeah, I've loved it personally, but more so, I've loved it for the athletes. So, you know, obviously there was a learning curve, you know, COVID kind of like pushed you there. And I was still training in person, but at the beginning of COVID, there was always that like fear like, is this part going to close tomorrow? Is this rule going to happen tomorrow? This is really early in COVID. So, I started just like playing with it and getting something up there and it wasn't good. But I was just like, let me do something. And I remember the first guy out of Texas was like, hey, I've been following your stuff forever. This is so cool. I love that there's the opportunity. So, I got him up and his daughter up going and it was really cool. And I know that it wasn't where I wanted it to be. I wasn't charging that much. But then I'm like, okay, there's the possibility. And so, eventually, I just was like, okay, I actually need to go online. So, I started like doing everything 10 times better. And I found that once I was able to streamline a 12-week program, I'm asking for a big commitment out of the athletes so it's not for everyone. But because they're saying, yes, I'm in for 12 weeks, as opposed to in person, where you only have so much time, you know, an hour here, an hour here, I didn't get to give them everything. So, the classroom side, the video analysis side, the education side on top of the workouts was missing. And so, now that I'm only taking athletes who are like, I'm all in, they're getting better results. They're learning more and they're walking away from our program, understanding how I can keep doing this without someone holding my hand, where I didn't necessarily feel that way in person. Okay, like that. So, what do you look for when you bring on a new client then into your program? Number one, can I help them? Are they someone who needs to get faster? And you know, there's going to be varying degrees of that. So, this, you know, the person who's like, I've had three ACL injuries and I need to make sure that I'm doing things better. The other person who's like, I won't play if I don't get faster. And then there's also the person who's like, everything's good. I'm already fast. I'm already this. I'm already healthy. But if I want to be the best of the best, I need to gain that edge. So, all of those people I can help.  So, number one, can I help them? Number two, are they all in? They meaning the athlete? Yes, the parents want it. But at the end of the day, it needs to be the athlete who's like, let's go. Yeah, I agree. So, what makes a really good online coaching program? So, what do you need in order to do that? I think it's going to vary by like, what's your goal? So, for me personally, if I'm working with, you know, the majority of our people are 12 to 15. I'm as young as 10. I have as old as 18. I have college students every once in a while. It's harder with a college student because they have a very busy schedule. But I would say 12 to 15 is really our sweet spot. So, I'm working with young kids. And then the communication is different.  It's on you. But if I tell a 12 year old something, you know, I need to understand that it's 12 year old. So, number one is having the correct coaches in place to make sure that that 12 year old or whoever it is is being nurtured and guided correctly. Not just given the program and saying, okay, let us know how it goes. Like, let's make sure that we're following up. I think that's really important. Obviously, what they're doing needs to be valuable. Do you have a proven system? If you don't have a proven system, you need to figure out your proven system. And what your proven system is is different from anybody else's. So, what works for me? Like, this is my coaching style. And I even tell my coaches underneath me, of course, we're doing my program. But I want you to match it to how you are. So, you have creative liberty to understand who this athlete is, to understand who you are. Make sure that you're coaching in a way that gets results. Number one, proven system. Number two, the right people in place, making sure that you're meeting the needs of your people. Okay, awesome. So, how many coaches do you have under you then? Six. Six. Okay, that's awesome. And talk to us a little bit. How do you build a really good team of coaches? What do you need? I started with people who have been around me already. So, who had known my coaching, whether they, I had like one person who was a assistant coach in person. So, she already got it. I had my little brother actually, who's a performance coach. He has another full-time job, but he does this, like he already got it. I kind of branched out into other coaches I've met who've already known certain things and matched my style. And then I've also had ex-athletes who, like in high school, they just trained with me in person every day, know my stuff like the back of their hand. So, I've been pretty lucky to have people who have already known my stuff and it was an easy transition. I hear that not just from me, but from everyone, it seems like people, like getting the right people is one of the biggest challenges from everyone. Absolutely. So, I want to take you back to when you first started. First of all, how long have you been in business at the moment? Six years. Six years. Awesome.  Confidence in myself. I remember a conversation. I don't remember what I was charging. The first time I was going to charge for one-on-one sessions and I had no athletes, right? I had just moved to Florida. I didn't really know anyone left the business right before it closed down because it was about two. I had a handful of people and I think I might have been charging like 45 for an hour session or something, which is not enough, right? It's not enough. And I remember being so uncomfortable with it because as a broke 23-year-old, I was like, well, would I do this?  That was definitely a challenge. And then just putting yourself out there and owning your role and owning the confidence in yourself. So, I think that was a really big thing that I had to learn is like who I am and the value I offer. And how did you overcome that? Because that's a very common one with a lot of business owners we speak to. I think reps. I think you just got to I won't forget ever one conversation I had, kind of like a mentor of mine. He's one of the first people I met. He was a chiropractor and he was the dolphins chiropractor for 20 years. He's awesome. We've kind of jumped around facility to facility together. And I remember sitting in his office and we're talking about what you charge. And I don't remember what was going on, but there was a number breakdown and just like, Laura, how much did you pay for school? How much did you do this? How much did you do that? And I remember sitting in his office wanting to just cry, but also not wanting to leave because I was like, I see how valuable this is, but I'm so uncomfortable. And so I think that's something is like, put yourself in uncomfortable positions and get over it. And a lot of people don't want to be uncomfortable. And I was like, I literally wanted to cry. I don't think I did. I wanted to do so bad. But again, that's like, that was a very transformative conversation that I had to have. Yeah, absolutely. So if I understood correctly, you moved to a new area, right? Where you didn't know anyone. Correct. Okay. So that's obviously a very common thing with coaches. And that happens. So how did you, like, how did you start your business from going into a place where you didn't know anyone, you didn't have any connections? How did you get your first client through that? So I had been at the other facility for about six months. And so I had some connections. And I think when I left, everyone knew it was already going under. I didn't say anything. I was like, okay, I'm just going to leave. And then there's a couple of people who followed me from there. The owner of the new gym was in the soccer community. And then he was like, okay, I want you to help assistant coach here. And I really like jumped into the soccer community. And I did really well. Found out that I like really resonated with these, especially at the time it was like middle and high school girls. And I just did really good with them. So that's kind of what like kick started everything. Okay. So talk to us a bit about your current sales and marketing process. So how do you sell and how do you market your business? So marketing, I actually just hired a new marketing agency. So we're in like the testing phases and everything. But Facebook, Instagram ads. There's a lot of organic. I've been doing organic for really two years ago is when I would say I became like an official business. And I started having systems and processes before I just my business stayed alive because I was a good coach and I'm good with people. But now it's like, let's actually have some structure. So in the last two years, I've done a ton of organic stuff. I have an assistant just working through Facebook. And then the advertisement agency, more Facebook, Instagram ads.  Obviously, I've already like spoke to them or my assistant spoke to them. So I have an understanding like, okay, cool. You have a 16 year old soccer player who's getting ready for college and needs to be whatever it is. So I'll talk to them quickly, understand what they're looking for, understand their needs, be able to like very briefly describe what we do. And then from there, we'll schedule a 45 minute call that I have both parents, I have the athlete on. We really take a deep dive into their needs, map out a plan for 12 weeks. And if we're ready to go, we hit the ground running. Good, I like that. And how important is that call with the parent? So important. Meaning, how important is it to have the parent on the call or how important is the call in general? Yeah, so the call in general, because a lot of coaches that we work with at the beginning, what they do is they communicate everything through text message, because they're scared to jump on a call and speak to a parent. So tell us how important is it actually to physically speak with the parent over the phone? Absolutely imperative. Like, number one, again, you have to understand that you can help them. So if you don't know who this person is, and if you don't talk to the athlete, and so my call is very much directed at the athlete. So I'm asking this 12 year old, okay, where are you? Obviously the parents are jumping in and helping, but understanding what their needs are and understanding how to get them to their goals is really important. Again, I think back to my younger days, where I did just have a quick call with the parents like, sure, you can jump on in and join a session here and there. It's not much risk. But now if I have a very involved 12 week mentorship, I need to understand who they are. I need to understand what they need. I need to understand that we can help them. So from like a fulfillment side of things, like are you being, are you giving value? That's super important. But then also from like the sales side of things, they need to understand who you are and what you can do. Even hearing someone's voice brings resistance down. So now they know that this person behind all these words. And so I think just being on a call and talking to them and being personable is going to help both you and them. And asking good questions, correct? You have to ask the right questions. Yeah, yeah, awesome. I love that. So Laura, tell us where do you see your business in the next five years? That's something that I don't know exactly, but I would like to keep scaling the one-on-one mentorship, which we have. I would really like to get into coaching coaches as well. So that's something that I'm kind of working on a little bit. So whether that's with like a club or with a major school, but being able to essentially give them my program that I'm doing with my athlete. And I don't expect them to be me, you know, if they're soccer or basketball or baseball coaches or whatever, like they don't have to be sports performance specialists. But if they have a good program and have a base understanding of what we're doing, that's something that you can use with your team. So I would really like to get into more like helping coaches have a base understanding.   Like no, let's give them purpose. So I would like to like scale into that, which could also be a great way of feeding the one-on-one mentorship because I do love that we can help athletes one-on-one. So clubs and they all see our content all the time. Yeah. It would be nice to be able to like pull from there as well for anyone who's looking for more in depth. Awesome. Love that. Cool. So last question for you and this is a two-part question. Now the first one is what does failure mean to you? And the second part is how important is taking risks? What does failure mean to me? It's not fun, right? But I also see how it's really important. And every time that you're pressed in any way, like I think as business owners, there's all the net time like, wow, I just spent like $50,000 on my business and I have no money. And so that's a failure. But I know you feel me right now. Can I pay rent? Can I do whatever? You have to trust the process that you're doing the right things, but it feels awful. And so I think when you feel pressed, that's when you think creative and you've come up with solutions. Now that's an extreme example. But also sometimes you have to like, okay, maybe I spent, you know, 2000 on this thing and it didn't work. Okay, well I learned from there and that's where you have to think critically, what didn't work? What did work? What's the next thing that we have to try? So you need to be constantly evolving. Again, this is what you want, you know, like how far do you want to take? Do you want to have an okay business? Do you want to have a good business? Do you want to have a great business? What's your vision? So I think that this answer is going to change depending on what you want to do. But I think failure is important to be able to learn and go. I think most people would say that. I've also heard the opposite. I've heard some people say like, you don't have to fail.  And then how important is it to take risk? You have to. Like you have to be willing to try something new. So if my goal is to like, okay, well, I need to double what I'm doing. I need to try something different. If I've never done that, we need to do something different. So instead of you do something different, that's a risk. Now a risk doesn't have to be a $50,000 risk. It could be a time risk. It could be a comfort risk. It could be a financial risk. It could be a whatever risk.  Absolutely. Love those answers. Perfect. All right. Well, Laura, thank you for taking the time out to jump on and share your story. Talk to us about your business. If there is any coach out there that wants to get in contact with you, or wants to follow you, what's the best way to do that? Social media, probably. So Instagram is stark.strong.performance. Stark, S-T-A-R-K. On Facebook, we have Stark Strong Performance. Also Laura Stark. Website, starkstrongperformance.com. There's plenty of links there. Email Laura at Stark Strong Performance. Okay, awesome. Perfect. And what we'll do, we'll add that to the bottom of the video so people can reach out to you. So yeah, thank you again, Laura. And hopefully looking forward to catching up again with you in the near future. Thank you. I appreciate it.


And I believe it, can I believe it? Oh my, my, better finish packing. Gotta focus, focus. Yeah, so you might have a birthday, buddy. Happy birthday. Are you angry? Yeah. Was he really born? No, not yet, not yet. We're still at the house. Okay, got this. Got this, okay. Let's back up. Doing the time, doing the time in, everybody. Doing the time in 5-1-1. 5-1-1. 5-1-1. Or a little bit earlier. Or a little bit earlier. So I can get my bedroll. Yeah, that's... I'm having a baby. It's happened, it's still nothing. Nothing. Okay. We just gotta wait. Just gotta wait. Someone said the energy exertion is like running a marathon. The pain is way worse. But the actual energy exertion is, I don't know, is that true everyone? I don't know. Like a side stitch. Oh, we got this. We got this. I love you, we're up. I'm 8% excited, 2% excited, 98% scared. But I'm mostly... Wait, honey, you got this. I know. You got this. Woo. I just saved her that day giving me my up and your all, you guys. Deep breaths, deep breaths. Blow it out, blow it out. Oh, if we need to stop, you just let me know. She is crushing it. She is crushing it. True love wants to make sure you see how cute her bag is. Her pregnancy hospital bag. Okay, okay, let's just pause, yeah. Pause, just pause. This is a running YouTube channel, but what am I always saying? Running is part of life and life is part of running, right?  Oh, just let us hear it, buddy. We did real good. Thank you all for just coming on this journey of life with us. All right? Thanks for just coming on this journey of life. Life is beautiful. Guys, we're gonna have fun. Papa's in charge, we'll go play. Okay, we are leaving the hospital. The boys and I, true love is staying another night. We're going home. Papa's in charge, taking over the man in the ship. Taking over the man in the ship and onward and upward, right boys? All right, you guys did so great in there. Meetin' Henry. Woo, Michael's a little, he doesn't know what's going on. You know, it's a lot to absorb for a almost two-year-old. Okay, here we go. Woo! Mudder, my bread. No more elevators. Thank you guys for taking the elevator because we don't think we could've done stairs just with Michael. Edmund is a family name. No place like home, no place like home. Here we go. Baby bath, baby bath. You got it? Thanks, buddy. You guys put this right by the couch, okay? Work together, good job. Right over by the chair, by the couch. Good job. Okay, we're not done. Oh boy. Okay, this goes down by Mama and Papa's room. Actually, do you want me to help? Yeah, you get one, you wipe down. I'm sure it's nice and flat for him. I have to stand on a stool. Hey, sometimes, sometimes you gotta, you gotta pull out the frozen pizza. You better believe it's one of those types of days just trying to get to that bedtime as soon as we can. Bizzorno, it's dizzorno. Rising crust. All right, we're warming up here. Might just have to let it cool off a little bit. Okay, here we go. Yep. Okay, Josie, you come sit here. Bon appetit, everyone. All right, little frozen pizza from Papa. Not too bad. All right, everyone, we're gonna close out the vlog. Question of the day. And I wanna hear from the boys as well. What are you most grateful for thus far in 2020? I don't know about all of you, but life gets busy and challenging at times, and sometimes it just is good to stop and reflect. Is your answer, Henry? Yep. All right, that's probably the consensus at this table. Baby Henry. Baby Henry, Michael? Yeah, so that's the question of the day. Thank you all for being here. Once again, this is a running YouTube channel. Absolutely, we love running shoes. We love running races. We love training.  Yeah, so Henry it is. True love, love ya. She's resting at the hospital. She's on vacation right now. She's on vacation. All right, we're gonna toss it back on the right too. When Michael was born, when Michael was born two years ago, that'll be on the right-hand side, and then on the left, we'll throw it back to another family vlog from yesteryear. Sound good boys? See beauty, work hard, and love each other. See you tomorrow, yay!