Define Your Market
Who are we choosing to serve, and why will they care?
Choose one market, ideal customer and value proposition before spending scarce resources on channels or campaigns.
Start this sprintWeek 1 · Define Your Market
Watch the walkthrough, then use the sprint activities to build the work in your own company.
Build the system one decision at a time.
Complete the activities in order. Keep assumptions explicit and preserve the evidence that changes your view.
- List the markets the product could serve.
- Compare urgency, access, ability to pay and strategic fit.
- Choose one market for this sprint and state what you are not choosing.
Deliverable
One explicit market choice and stop list.
- Name the segment and buying context.
- Describe the trigger, stakes and current alternative.
- Record who decides, uses, influences and pays.
Deliverable
A usable ICP, not a broad demographic.
- Describe the job, pains and desired gains.
- Document current workarounds and switching costs.
- Identify seeking signals visible in behaviour.
Deliverable
A customer-progress map grounded in evidence.
- State the problem in the customer's language.
- Describe the promised improvement.
- List the evidence required to make the promise credible.
Deliverable
A testable value proposition and positioning hypothesis.
Move on when the work can survive contact with reality.
Completion is based on usable outputs and evidence, not time spent consuming content.
Create an account to keep four-week course progress across devices. Opening a page never marks it complete.
Create an account for course progressNext sprint