these customer segments through their feature sets, and that’s something that you might also need to do. The real Airbnb is a digital platform that facilitates one set of customers (hosts) subletting their properties to another set of customers (guests). Airbnb then collects a small percentage of the transaction from both “sides.” Bita and Ena’s value proposition is based on Airbnb’s innovative business model, which is based on the peer-to-peer sharing economy. For them to solve the problem of helping brides find an affordable venue for weddings, they must match them up with the other side of the market: people who are willing to rent their homes out for a wedding event. Ena realized this during her customer discovery. Consequently, she took a step back and created a provisional persona of her other primary customer, which you can see in Figure 3-7. Figure 3-7. Ena’s provisional persona for a wedding venue host This is the customer segment that also must exist to make her value proposition work. Ena needs people like John and Susan: people who own nice homes in Malibu and are open to innovative solutions for taking advantage of their home’s value. They are probably older than our brides-to-be and quite concerned that their homes don’t get trashed, or so Ena’s persona assumes.