segment pivot

is a pivot that keeps the functionality of the product the same but changing the audience focus (for example, on who pays, from the consumer to businesses).

In this pivot, David did what I call a customer segment pivot, keeping the functionality of the product the same but changing the audience focus. He focused on who pays: from consumers to businesses and nonprofit organizations. In other words, David went from being a business-to-consumer (B2C) company to being a business-to-business (B2B) company. In the process he changed his planned growth model, as well to one where he would be able to fund growth out of the profits enerated from each B2B sale.

segment pivot, n.All

segment pivot