A gated evidence pack for deciding where to invest across customer segments. It measures what each segment really contributes after service cost and churn. It also separates what is known from what is assumed before any budget moves.
What the 13 sections cover
Thirteen sections take a team from framing the segment investment question to a decision paper that can survive challenge. The pack covers contribution and cost-to-serve logic, cohort and acquisition economics, an evidence grading scheme and approval gates. It also includes execution, risk and KPI tables. A synthetic case shows how changing a single costing assumption can reorder segment priorities, and a failure case shows when to stop. The editable tools are an assumption register, a source log, a research question log, a contribution worksheet and a challenge checklist.
- Purpose and decision
- Context and applicability
- Inputs and evidence
- Definitions and assumptions
- Method and analytical logic
- Current-state assessment
- Options and business case
- Recommended design
- Execution and activation
- Governance and risk
- Measurement and benefits
- Worked example and practice
- Working tools and references