The second choice in the strategic choice cascade is where to play. In pricing, where to play choices are based on a value-based market segmentation. A good segment is one where potential customers get value in the same way and buy in the same way. The segmentation helps one to target the most attractive customers.

With a diverse and talented team, there are many businesses we could go into. We already have a business developing eLearning and performance support systems for activating and embedding marketing strategy across organizations.