Many early plans treat “customers” as a demographic paragraph. Better plans treat them as people who have said something specific about a problem and a willingness to pay.
Start with claims you can falsify
Write three sentences you hope are true: who has the problem, what they try today, and what would make them switch. Then design the smallest check that could prove you wrong.
Useful checks at early stage
- Five conversations with people who already buy a substitute
- A written offer summary sent to a short list, asking what is unclear
- A pilot quote for a real scope, even if you do not yet fulfil at scale
Surveys with friends are weak. Conversations with people who currently spend money on the problem are stronger.
When to pause the plan
If every interviewee praises the idea but none can name a budget or a decision process, stop expanding the market chapter. Fix the claim first. A polished plan that rests on untested demand wastes more than a rough draft that admits uncertainty.