Idea
Who needs this enough to change what they do?
Start with a person in a specific situation. Look at what they already do to solve the problem, what that costs them, and why they might try something different. You are looking for a reason to change a habit, spend money or make time.
Start with the moment they need help
You’ve got an idea for a business. Before you build much of it, picture the moment someone would reach for it.
“People who want to get fit” leaves a lot open. “Someone who wants to take a yoga class after work but can’t get to one before the last class starts” gives you something to investigate. You can find that person, ask about their week and look at their current options.
A problem can be that ordinary. It doesn’t need to be a crisis or a huge market. It needs to matter to the person you want to serve.
Look at what they already do
Imagine you’re considering a neighborhood yoga studio. A nearby competitor doesn’t automatically rule it out. Perhaps people drive across town because the local class times don’t fit their lives. Perhaps the classes are full. Or perhaps the neighborhood has plenty of good options and very little unmet demand.
Those are different businesses to build. The useful detail is what people are doing now: making a long trip, practicing at home, paying for another option or giving up on the class.
Ask about the last time it happened. A recent account of what someone tried is more useful for this decision than a friendly reaction to your idea. If they already pay for an alternative, that gives you a price to investigate. It still doesn’t tell you they’ll pay you.
Try this before you build more
Write one sentence: “This is for [a specific person] when [a specific situation happens]. They currently [use an alternative or go without], and it costs them [time, money, effort or something they care about].”
Then take that sentence to someone who fits. Ask them to walk you through a recent example. Listen for the details you got wrong.
The result you want today is a clearer first customer and a problem you can describe in their words. If you can’t find a recent example, change the customer or problem and try again. If you can, your next step is to explore what would make your offer worth trying.
The yoga studio is a hypothetical example.