THE SITUATION
The founder says the product is for freelancers, small businesses, agencies and enterprise teams.
The market looks enormous.
WHAT THEY THINK THEY HAVE
A bigger opportunity.
WHAT VESTARA SEES
Four customers with different problems, buying behaviour and reasons to choose.
The apparent size of the market is making the first move harder, not easier.
THE INTERVENTION
Identify where the problem is strongest and the buying decision is easiest to understand.
Choose one customer group to learn from first.
WHAT CHANGES
The proposition becomes sharper.
Customer conversations become more useful.
The product becomes easier to scope.
Marketing becomes less vague.
THE NEXT MOVE
Earn relevance somewhere specific before trying to become relevant everywhere.
VESTARA PRINCIPLE
A bigger theoretical market can create a weaker practical starting point.