# Case: name Klasna's segments > From the customer export and three interview notes, name Klasna's segments in plain words: the rule that finds each, its size, need and behavior, and who uses, pays and influences. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: Who are our customers, really? - Lesson 8/32, ~38 min - Source: https://productovi.com/courses/marketing-strategy/name-the-segments-case ## Five groups, no names yet **Alex Tutor:** Back at Klasna for the module's case: the plan's segments row. Uliana wants the groups named in words Leo will remember. **Uliana:** We have the export and three interview notes from September. I want every group in plain words, with numbers, and who pays and who recommends. **Dataset (CSV):** [Klasna learner accounts, 2025–2026 (sample of 160)](https://productovi.com/datasets/marketing-strategy/name-the-segments-case/klasna-customers-2025-2026.csv) A random sample of 160 learner accounts whose first lesson fell between September 2025 and June 2026, exported on 30 September 2026. One row per account. Money in UAH (EU families pay in EUR; the file shows the UAH list price of what they bought). - `customer_id`: Account id, in order of the first lesson - `payer`: Who pays and decides: parent or self (the learner) - `learner_age`: Learner age from account data; used to describe groups, never to aim ads at minors - `country`: ua (Ukraine) or eu (an EU country) - `subject`: english, maths or programming - `goal`: Goal from the sign-up form: national_exam, school_grades, coding_hobby, career, relocation, speaking, keep_up_abroad - `first_lesson`: Month of the first lesson (YYYY-MM) - `last_lesson`: Month of the last lesson; 2026-09 means still active at the export - `active_months`: Months with at least one lesson (summer pauses not counted) - `lessons_total`: Lessons taken - `packages_bought`: Packages bought - `package_size`: Lessons per package: 8, 16 or 32 - `paid_uah`: Paid in total, UAH (packages × size × list price per lesson) - `club_member`: yes if also a Klasna Club member - `heard_from`: First heard of Klasna from: school_teacher, friend_or_family, search, social_network, creator - `considered_instead`: Answer to "what else did you consider?": school_teacher, free_videos_ai, wait_or_nothing, private_tutor, local_centre, large_online_school, none_named **Alex Tutor:** Rules first, names second. You've already found the two exam groups by goal and start month. Now the Ukrainian families whose goal isn't the exam. **Alex Tutor:** Before counting, line up all five rules. Which rule finds which group? > **Exercise:** Match each rule on the export with the segment it finds. **Sofia:** Paid by a parent, living in Ukraine, goal anything but `national_exam`? > **Exercise:** How many accounts have `payer = parent`, `country = ua` and a `goal` other than `national_exam`? ## The families abroad **Alex Tutor:** Next, the families abroad: `country = eu`. Look at how long they stay. **Uliana:** Nine and a half months on average, and only about four lessons a month. Steady, but quiet. **Alex Tutor:** Quiet in ads, maybe. Now check how many of them are still with Klasna this September. **Sofia:** `last_lesson = 2026-09`, out of 26. > **Exercise:** Of the 26 accounts with `country = eu`, what percentage are still active in September 2026 (`last_lesson = 2026-09`)? Two decimals. ## The interview notes **Alex Tutor:** Now the interview notes. They don't count anything, but they tell you why people buy. > **Interview notes, September 2026 (shared with consent, no contact details)** > > **Lesya, parent of an exam-taker.** "My son's math teacher mentioned Klasna in January. We started in February, three lessons a week. What I need is to see every week whether it's working. After the exam we'll stop: he's off to university." > > **Arsen, father, family living in Poland.** "My daughter is 12. We may go back one day, and then she'll need Ukrainian math and the national exam. Lessons have to be after five in the evening, our time. A friend in the Ukrainian parents' chat in our town told me about Klasna." > > **Adult learner, project coordinator, 29, pays for herself.** "I need English for calls with clients abroad. I found Klasna by searching. I joined the Club too, because speaking practice between lessons was what I lacked. I'll stop when I feel confident at work." **Uliana:** Lesya's family is a textbook case of something, isn't it? **Alex Tutor:** Place her by the rules, not by impression: the goal, and the month they started. **Sofia:** Exam goal, a start in February, and a stop right after the exam. > **Exercise:** By the rules from the export, which group does Lesya's family belong to? ## What the notes add **Alex Tutor:** Arsen's note adds things the export can't hold. **Uliana:** The export just says `friend_or_family`. He says the Ukrainian parents' chat in their town. **Alex Tutor:** A place, not just a category. Plus a time constraint and a reason: lessons after five in their time zone, and a possible return. **Sofia:** And the adult learner joined the Club, which matches the export: all ten Club members in it are adults. The export covers lesson accounts only; most of the Club's members, since its July launch, take no lessons. **Alex Tutor:** That last point is a trap worth naming. What does the export really tell you about the Club? > **Exercise:** In the export, all 10 Klasna Club members are adults. What can the team conclude from that? > **Exercise:** What does Arsen's note add that the export alone can't show? Select all that apply. ## The small group **Uliana:** The adults are only 16 accounts. Do they even deserve a line on the plan? **Alex Tutor:** Size is one fact; a clear, different need is another. Write what the data says about them, and leave the decision about whom to serve first to the next module. **Alex Tutor:** Uliana's question in one line: does a small group belong in the row? > **Exercise:** The adults paying for themselves are only 16 of 160 accounts, so the segments row should leave them out. **Sofia:** They pay for themselves, find Klasna by searching, and most of them are in the Club. **Alex Tutor:** That's already a different group from every family segment. Put numbers on it. > **Exercise:** In 2–3 sentences, describe the adults segment for the plan (`payer = self`): the rule, its size, its need and behavior with numbers, and whether it deserves its own line. ## Your turn: the segments row **Uliana:** Now the whole row. Leo reads it on Monday. **Alex Tutor:** For each segment: a plain name, the rule that finds it, its size, need and behavior, and who uses, pays and influences. Then one line of guardrails. **Sofia:** And no ranking yet? **Alex Tutor:** No ranking. Choosing the first target is module 3. Here you make the groups visible and honest, including what three interviews can't prove. > **Exercise:** Write the segments row of Klasna's one-page marketing plan. > **Key ideas** > > - Write segments as rules you can run on your data, then give them plain names. Here five rules split 160 accounts exactly: spring crammers 40, steady exam families 24, younger-learner families 54, adults 16, diaspora families 26. > - Describe each with need, behavior and value in numbers, and with who uses, pays and influences. > - Interview notes add the why, the constraints and the exact places word of mouth happens; three notes are leads, not proof. > - Guardrails belong on the row: situation and need, never sensitive traits; age for description, never for aiming ads at minors. > - Naming segments is not choosing among them. The first target is the next row. **Alex Tutor:** Two rows of the plan are done. Next module: whom Klasna serves first, and why the biggest group isn't automatically the answer. - Previous lesson: [Who uses, who pays, who influences](https://productovi.com/courses/marketing-strategy/who-uses-who-pays-who-influences.md) - Next lesson: [One offer, a few, or one focus](https://productovi.com/courses/marketing-strategy/one-offer-a-few-or-one-focus.md) --- Productovi Learning. Free, no sign-up needed to read.