Narrowing the question.
WHY IT MATTERS
Everyone is not a market, and research across everyone produces averages describing nobody.
WHAT TO DEFINE
Who specifically has this problem What situation puts them in it What they currently do about it
WHAT A USEFUL DEFINITION LOOKS LIKE
Businesses of a certain size, in a certain sector, with a certain situation.
WHAT A USELESS ONE LOOKS LIKE
Small businesses in Nigeria.
WHY
It is too broad to research or to serve.
WHAT TO START FROM IF YOU HAVE CUSTOMERS
The ones you already have.
WHAT TO EXAMINE
Which are profitable Which stay Which required least explanation Which refer others
WHAT THAT PRODUCES
A description of who to look for more of.
WHAT TO START FROM IF YOU HAVE NONE
A hypothesis, stated explicitly.
WHY EXPLICITLY
It can then be tested and revised.
WHAT TO RECORD ABOUT THE GROUP
Size and sector, for businesses Role and situation, for individuals What triggers the need What they use now
WHY THE TRIGGER MATTERS MOST
It tells you when someone becomes a buyer.
WHAT TO DO WITH THE DEFINITION
Use it to decide who to talk to.
WHAT TO REVISE
It, as you learn.
