[ER-ENG-05] Customer Localization
(Kröll, M. & Burova-Keßler, K.)

The customer groups identified with the help of customer segmentation and the Sinus-Milieus must now be localised. Where and how can representatives of these groups be found as potentialtbuyers of the interesting services,? How large is the local target group?


While the focus in the learning sprint “Customer Segmentation” was on the Sinus-Milieu model for identifying potential customer groups and their needs, the upcoming learning sprint is dedicated to the question of where and how the representatives of these Sinus-Milieus can be found as potential customers (Figure 1). For the establishment of a new service or product idea, it is considered particularly important that it can also be realised locally (Harz & Petzold, 2014; Göttling & Paschke, 2018). Localising potential customer groups (e.g. in terms of the Sinus Milieus) and determining their scope locally can help to better assess the market potential for the selected service/product ideas and gain insights into the possibility of establishing the new business idea.

Learning objectives


Young people…

  • can use selected methods to locate potential client groups for selected services in their region.
  • can find out which Sinus-Milieu groups are present in their environment.
  • can find out with what proportion certain groups are represented in the neighbourhood


Paula already knows that representatives of the modern mainstream, performers and intellectuals are potential customers for her business idea “Cooking with Vision”. With the help of the Sinus-Milieu model, she has identified which characteristics such as age group, level of education, income, residential location, etc. are typical for her customers. Now, in the next step, she would like to find out in which district or regional part her customers are located, so that she can later conduct customer interviews with them and check her business idea.

Sprint Content

Introduction to localization
What is geomarketing? 2 years, 9 months
Micromarketing and localising of potential customer groups 2 years, 9 months
“Neighbourhood effect” 2 years, 9 months
Micromarketing and Geodata 2 years, 9 months
microm Sinus-Geo-Milieus® 2 years, 9 months
Examples of customer localization
Example 1: The use of geo-maps in the MINIPRENEURE project 2 years, 9 months
Example 2: Localisation of clients within the Job Developer project in Bulgaria 2 years, 9 months
Example 3: Creating your own digital maps using OpenStreetMap etc. 2 years, 9 months
Learning task
Instructions creating of own digital maps 2 years, 9 months
Creating a digital geomarketing map for the region 2 years, 9 months
Bibliography 2 years, 9 months
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