Start With a Customer and a Problem

Every lasting business solves a problem for a customer. Before you spend money on stock, rent or advertising, make sure you can answer two questions clearly:

1. Who is my customer?
2. What problem do I solve for them?

Be specific

"Everybody" is not a customer. "Office workers in my area who have no time to cook lunch" is. The clearer your picture of the customer, the easier it is to know what to sell, where to sell and how to talk to them.

Find real needs

• Listen: what do people complain about, or ask for and cannot find?
• Look around: what do people already buy often, such as food, airtime, transport, repairs, hair care, school supplies?
• Ask: talk to ten possible customers. What do they buy now, how much do they pay and what annoys them?

Check the competition

Visit others who sell something similar. Note their prices, quality, location and service. Competition is a good sign, because it proves that people buy. Your task is to find something you can do better, cheaper, faster or more conveniently.

Test small first

Do not invest everything at once. Start with a small batch or a simple version of your service, sell it to a few customers and watch what happens. What did they like? What did they not buy? Improve, and then grow.

Write a one-page plan

1. What I sell.
2. Who buys it.
3. Why they will buy from me.
4. How much money I need to start.
5. How I will reach customers.

Your task

Write your one-page plan. Show it to two people who might be your customers and ask what they think.