Customer Segments

Paper book buyers: adults and students because textbooks are usually expensive and most students prefer paper version.

In our opinion, their business model is focused on this mass market because it does not distinguish between different customer segments. The value propositions, distribution channels and customer relationships all focus on one large group of customers with broadly similar needs and problems, which are people who want to buy cheap books, receive them at home and make the world a better place socially and environmentally.

However, one subgroup can be distinguished because the shipping they choose is more expensive than the basic one since it is eco-balanced. These are thus people who care a lot about the environment.

One could think that it’s a two-sided market just like Ebay because, in this case, suppliers are book donators which means that BWB needs to persuade them to take part of this project. However, we believe that it is not the case because BWB is central in the process: book buyers do not know where the book they buy comes from, BWB is too active in the process to be just a platform where sellers say they have extra books and people buy them.

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