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Determine Your Bucket Framework (City of Oakland)

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Worksheet
© The ASK Method Company. All Rights Reserved.
1
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Determine Your Bucket Framework
There are 3 key decisions, or steps, you need to make when deciding what YOUR specic
buckets will be:
1. Bucket Customization:
Will you sell one product or many?
2. Bucket Framework:
What bucket framework will you use? Journey, Challenge, or Situation?
3. Bucket Approach:
What bucket approach will you use? Lean or Classic?
This Worksheet is focused on the second of those key decisions… Bucket Framework: What
bucket framework will you use?
There are 4 bucket frameworks you can choose from to segment people in ANY market:
1. Journey
2. Challenge
3. Situation
4. Hybrid
Worksheet
© The ASK Method Company. All Rights Reserved.
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1. Journey Bucketing
Journey Bucketing makes sense if you’re in a market where there is a linear success path for
your customers to follow.
For example, if you are in the relationship market and you help single men meet women and
marry their soulmate, there is a clear, linear journey your customer will take:
The rst step in the journey is learning how to approach a woman...
The second step in the journey is learning how to carry a conversation with that woman...
Then how to ask her out on a rst date…
And then a second date, third date, etc…
And then eventually, how to propose…
And over time, how to maintain a healthy, successful, marriage…
As you can see, there is a sequential journey with key milestones along the way. And knowing
where someone is in regard to that journey, can help you put them in the most appropriate
bucket—so you can better sell and better serve.
2. Challenge Bucketing
Challenge Bucketing makes sense if you’re in a market where there may not be a clear linear
progression. Instead, there might be dierent challenges people run into, that aren’t correlated
with one another, or which don’t happen in a specic order.
These challenges can be quite independent of each other. For example someone might run
into one challenge but never experience the other challenges you might be bucketing for. In
this case, the buckets are not linear or connected like they are in the Journey framework.
3. Situation Bucketing
Sometimes there isn’t a distinct, acute, or specic challenge that people have... it’s more of a
holistic situation that they’re in.
And in that case you might want to consider bucketing by Situation. In some markets, there
isn’t a specic journey people are taking or a set of challenges people are running into but
there ARE some very clear and distinct situations they might be in.
4. Hybrid Bucketing
You might need to think about using the hybrid approach to your buckets if you are in a
market where it makes sense to combine more than one of the Journey, Challenge or Situation
approaches together.
For example, you might have one or two journey buckets… but then you have one or two
situation buckets which don’t quite t within that journey. In that case you would combine the
two types and have a Hybrid bucketing approach.
Worksheet
© The ASK Method Company. All Rights Reserved.
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Factors Impacting Your Bucketing Framework Decision
When deciding your Bucket Customization approach, there are a number of factors to take
into account.
The following table summarizes some of those factors. Simply tick the factors that most relate
to your specic situation to see which type of Bucket Framework applies.
Journey Challenge Situation Hybrid
r Your market has a linear
success path to follow
✓
r Your product oers
a linear progression
ie from beginner to
advanced
✓
r Your products serve a
variety of non-related
challenges
✓ ✓ ✓
r Your product solves
urgent problems or
challenges
✓
r Your market has very
distinct situations that
people are in
✓
r Your market doesn’t
have a distinct journey,
situation or challenge
focus
✓
Worksheet
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