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We have a whole series of things
that we drill down and look at.

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The example that
you're going to see

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is one that worked well for us,
but yours might be different.

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But these types of things
are what you're going to see.

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As we laid it out,
we had entertainment.

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We had the industrial designer.

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I apologize for the
hard-to-read writing here.

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And so you can see what
they were doing as well.

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Industrial design, you would
have medical visualization.

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Companies like GE had 3D data
sets that they were getting

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through CAT scans, MRI, and
they wanted to look at them,

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interact with those data sets.

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We had surgical simulation.

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We also had computing for the
blind, human-computer interface

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for non-visual human
computer interface.

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And for each one of these,
we have molecular modeling

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and assembly path
planning, and we even

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had analyzing seismic data.

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All of these different
ones, we laid out,

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and then we dug down in here
for a matter of a week or two

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to understand what
each of them were.

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And then at that point, we
had a nice market segmentation

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that we could then take a
step back and take a look at

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and say, wow, those are
the top opportunities.

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Which one should we go after?

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This takes a lot of work.

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But the work that we're
going to put in upfront

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is going to pay dividends,
because our team will now

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have had a chance to look at
all the different opportunities.

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And when we choose
one, we're going

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to have the highest level
of confidence possible.

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So that is market segmentation
with a very specific,

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real example at
Sensible Technologies

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which ended up working
out quite well for us.