Idea Development
Understanding the Market
Because even genius ideas need someone to buy them. You’ve got an idea. Maybe even a great one. But who is it for? Why would they care? And are there enough of them to make your idea sustainable? This chapter helps you explore who your users are — and how to find your first fans, fast.
Why Understanding the Market Matters
A lot of startups fail because they build something nobody actually wants.
(Yes, even well-designed, beautiful, AI-powered somethings.) Understanding the market isn’t just about “targeting customers” — it’s about finding the people whose lives you want to make better.
Market Segmentation: Slice It Up
Not everyone is your customer. Seriously. If you try to build for everyone, you’ll end up building for no one.
Here’s how you can segment your potential market:
Find Your Beachhead Market
Your Beachhead Market is your starting point — the specific group that will love your solution so much, they’ll be your first adopters, testers, and ambassadors.
To define your beachhead, ask:
Who has the problem most painfully?
Who is easiest to reach right now?
Who will benefit the most from your idea?
Once you win that group over, then you expand.
Create Your Customer Persona
Let’s turn your target user into a real(ish) person. A persona is a fictional character that represents your ideal customer.
Example:
Name: Newman, 22
Location: Dublin
Background: Computer Science student
Pain Point: Struggles with managing academic deadlines and job hunting
Needs: A better way to organise her time and track internship opportunities
Personality: Ambitious, always on her phone, values aesthetics and speed Your persona helps you think like your user when designing your product or service.
Activity: Persona Party
Create a quick customer persona using this template:
Name:
Age & Background:
What problem do they face?:
What motivates them?:
How would your product/service help them?:
What channels would you use to reach them (e.g. Instagram, email, events)?:
Real Talk
You are not your user (unless you are — but validate anyway);
Talk to real people. Don’t just guess;
Your persona will evolve — and that’s good. You’ll learn more as you go.