Target Audience¶
Understanding our target audience is crucial to building a platform that truly addresses their needs and pain points.
SOM Profile Summary¶
Our Serviceable Obtainable Market (SOM) represents the strategic entry point for BluuLabs: digitally native users who need better financial planning tools.
| Variable | Description |
|---|---|
| Age | 27–37 years |
| Location | Main cities: Bogotá, Medellín, Cali, Barranquilla |
| Occupation | Young professionals or employees with stable middle income |
| Digital Behavior | Uses social media daily and mobile banking weekly, but does not maintain a financial tracking habit |
| Motivation | Achieve stress-free control, save for goals, improve financial literacy |
| Barriers | Lack of habit, distrust, reluctance to register transactions |
| Opportunity | Translate financial knowledge into emotional clarity and simple tools |
Market Sizing — TAM / SAM / SOM¶
Understanding the market opportunity helps us validate the strategic value of our target segment and guide our go-to-market approach.
Sources: DANE (2024), Ipsos × Nu (2024), Superfinanciera (2023), Credicorp (2024), Universidad EIA (2023).
| Level | Definition | Estimated Size (Colombia 2024) | Criteria |
|---|---|---|---|
| TAM (Total Addressable Market) | Adults aged 25–40 (millennials) | 12–14 million people | Total population 52.7M × 27% |
| SAM (Serviceable Available Market) | Urban millennials with smartphones and digital banking usage | 4.5 million people | 32% use banking apps (Ipsos × Nu) |
| SOM (Serviceable Obtainable Market) | Millennials interested in financial education, active on social media, reachable through digital advertising | 250,000–300,000 people | 6–7% of SAM (estimated national digital reach) |
Strategic Interpretation¶
- TAM (12 million): Total universe of millennials with potential interest
- SAM (4.5 million): Users familiar with financial technology and willing to learn
- SOM (~300,000): Addressable audience in the first stage through digital channels (Bogotá, Medellín, Cali, Barranquilla)
This sizing validates our phased approach: focusing first on urban digital-native users (SOM) while maintaining a clear expansion path to the broader digitally-enabled millennial market (SAM).
Key Insights¶
Demographics and Context¶
BluuLabs' target audience consists of adults aged 27 to 37, primarily:
- Urban residents in major Colombian cities
- Professionals with stable employment
- Digitally active users comfortable with technology
Behavioral Patterns¶
Our target users demonstrate specific behavioral characteristics:
- Already use banking apps and digital financial services
- Seek financial education (90% express interest)
- Have not consolidated a financial planning habit yet
- Use social media and mobile banking regularly but lack systematic financial tracking
Strategic Positioning¶
This segment represents the strategic entry point for BluuLabs because they are:
- Digital enough to adopt the platform quickly
- Underserved by traditional financial planning applications
- Ready for a solution that bridges the gap between digital literacy and financial control
Social Listening Conclusion¶
Based on user research and social listening, we've identified critical expectations:
What Users Value¶
- Simplicity and immediate utility
- Clear, actionable insights
- Ease of use without complexity
What Users Demand¶
- Greater personalization in financial recommendations
- Automation to reduce manual effort
- Freedom in managing their data
- Control over their financial information
Product Implications¶
This reinforces BluuLabs' purpose: to offer an app that doesn't just record expenses, but helps users understand and make decisions with confidence.
Our platform must deliver:
- Simple, automated tracking that requires minimal user effort
- Personalized insights that feel relevant and actionable
- User control and data ownership
- Financial clarity that reduces stress and builds confidence
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