CHAPTER 2Picking MarketsFeed Your Customers and They’ll Feed You
WHAT IS A MARKET? Why does it matter which one you pick? A market is the place where hungry customers and suppliers set the terms at which they’ll sate their mutual hunger. How participants think about markets depends on their place in the entrepreneurial ecosystem; after all, different participants have different hungers. For example:
Start-up product users often hunger for a solution to a problem that no vendors provide. And if that unsolved problem is important enough to those potential customers, then there is an opportunity for the start-up to deliver the solution. However, ...
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