Start with the questions below or use a tool such as the to guide your thinking:

  • Who is your customer? If you say “everyone,” you are already setting yourself up for a tough time. Be sure to get specific.
  • What problems are you solving? Many entrepreneurs think about the product first — they fret about the features, launch the product, and then wonder why their product has trouble getting traction.
  • How does your product solve those problems? Only after writing down the problem do you move to the product. From here, you tie the value of your product directly back to customer problems. How does solving their problems make their life better? Does it make them more money? Look better?
  • What are the key features of the product? The features need to be more than just cool; they need to solve specific problems—the more quantitative (e.g., time saved, money made), the better.