SEGMENT
“Lyft is all about taking cars off the road via ridesharing. This is NOT merely a cool new use of technology to efficiently onboard and route more cars, cabs, town cars and limos. Lyft wants to use technology to get everyone who currently owns a car to join a trusted information network to share rides.” – Scott Weis, 2013

Lyft current specific segments are:
• Socially conscious
• Environment friendly
• Tech-savvy millennials
• Busy city professionals
• Population active at night o College towns o Large cities
• Cost conscious

Lyfts’ general segments are:
Criteria Segment
Geographic region Across all United States
Density Urban, Suburban, Rural
Demographic age All ages
Family size All sizes
Gender All genders
Income All income ranges
Occupation All occupations
Education All educational backgrounds
Race All races
Generation All generations
Nationality All nationalities
Social class All classes
Psychographic lifestyle Social-orientation Environment conscious Technology savvy Cost-conscious
Benefits Social interaction Community sense Safety Convenience Environment improvement
User status All; Nonuser, ex-user, potential user, first-time users, regular users
Usage rate Light to medium users
Loyalty status Medium
Readiness stage Unawares and aware customers
Attitude toward product Enthusiastic and indifferent

TARGET
Lyft was created to be a service for folks who want to take advantage of the empty seats in other people’s cars, as well as their own. Lyft should target people who are young, adventurous, and eager to share new experiences through new people. Millennial generation is a very attractive target because millennial culture has the necessary skills to be able to function as the prototypical driver for Lyft, but they also possess the ultimate customer for the company as well. Millennials core values