hi, start from the issue you want to solve or need you want to fulfill. Then find a consumer for whom the issue or need is really important and/or urgent. Take Uber, the issue they solve is helping people to go from place A to place B.
This is important for many segments:
- Business people
- People going out at night
- Moms without a car
-...
Each segment has different pain points. Business people might dislike waiting in the street for a taxi, or not being able to know when a taxi will pass by, or paying in cash because this make their expense reporting more complicated. Uber is solving those issues.

In general, list the pain points for each segment your product or service is relevant. Then order by priority the segments by estimating the following:
- Size of the segment: is it large enough to generate enough sales?
- Potential to win with that segment?: is competition high, is your offer differentiate enough?
- Can you reach the segment with your communication in a cost effective way?
- Profitability of the segment

Once you ordered the segments, you can start testing. Your ideal consumer will be the segment that is fulfilling all above questions and buy your product or service. You might think one segment has more potential, but if you can't make them buy, then you might decide that you don't have the right to win with it and move to another segment.

I'm happy to jump on a call to talk more about your offer and how to ensure you define segment that you can target and win with.
Serena