STEP 1.3: A CASE STUDY
Identifies Her Ideal Client
Amina's mission is to serve "conscious consumers." Now she needs to get more specific.
The Action: Simplified Market Sensing
1. Digital Listening
She follows ethical fashion and sustainable living bloggers and reads the comments on their posts. She sees people asking, "Where can I find gifts that are beautiful and also do good?"
The Outcome: A Focused Hypothesis
Amina's First Audience Hypothesis:
"My ideal first customer is a millennial woman who values sustainability and unique design, who is struggling with finding meaningful gifts that align with her values, and is currently trying to solve it by endlessly searching on Etsy or settling for mass-produced items."