You know your offer inside out right? The question you want to ask now is what the problems are that you actually solve.


What isn’t the problem?


You don’t want to say, “Well the problem is that people don’t know about my business.” That’s not a real problem. That’s a problem for you. It’s not a problem for them. You want to think about what the actual problem is that you can bring a solution to. For example, let’s say you sell cleaning products. The problem isn’t necessarily that people have a dirty house. It could be that they need to do last minute cleaning when people are coming over. They just want the quickest easiest way to hide or deal with the mess in the last minute. So does your product serve a need that they genuinely have?

All you have to do is write down what genuine problems your customers have, and then you can start framing your solution in that context. Because let’s face it they don’t know that they want to buy your product yet necessarily. They do know that they have a problem, or if they don’t you’ll need to highlight the problem in the first place before trying to sell a solution. You might say something like, “You know how when people come over in the last minute, and it’s this super stressful moment because your house isn’t looking very tidy?” Now the prospect has the context of cleaning that they weren’t anticipating. Assuming the prospect isn’t one of those rare people that keeps their place tidy even when they’re at their busiest, you’ll have highlighted to them a pain point, which you can now help solve.

Have a think about what the actual problem is for your customers. And then you can start framing solutions.

Identify real pain points

Put yourself in your customers’ shoes and describe up to 3 problems they face. Try to understand their unique needs and challenges. These problems will lead to working revenue models.

Careful! Identifying the wrong problem is a problem. For instance, you might believe your SaaS platform is struggling because your logo and copy aren’t engaging, but the real issue might be that users don’t understand why they need your product. If you skip this step, you risk wasting time and energy on non-existent problems.

There are several ways you can get a more informed understanding of your problems, including:

  • Customer Interviews
  • Customer Tests
  • Surveys and Questionnaires

If certain issues are raised by multiple consumers, you can begin to prioritize solutions. Interact with your platform, product or service yourself, as if you were a customer. Consider each step of your “user” experience and ask yourself what’s working and what’s not.

Careful! Avoid writing down high-level problems. These tend to be obvious, large-scale, and difficult to achieve. Instead, focus on specific problems that merit concrete, measurable solutions.