This is a template designed to align your product with the market’s needs, and it’s what turns a good idea into a great business. Each section of this template is critical to understanding how your product fits into your customers’ lives, so let’s guide you through it with specific notes on how to fill it out and why it matters.
→ Duplicate this matrix
→ Use the guiding thoughts to help refine your answers to the questions
→ Add your answers
→ Validate relentlessly and track your progress
This dimension is all about finding out whether the problem you’re solving is mission-critical. Ask yourself, “Is this something people can’t live without?” You want to find the pain points that make customers think, “I need this product yesterday.”
| Questions to Ask | Guiding Thoughts | Your Answer | Validation Status |
|---|---|---|---|
| What is the specific problem your product is solving? | Be razor-sharp here. Focus on one primary problem, not a list. This helps you stay focused on solving the most painful issue. | ||
| How are customers currently solving this problem? | Understanding existing solutions (even workarounds) gives you insight into whether your product is needed or if you’re just creating a “nice-to-have” product. | ||
| How severe is this problem for your customers? | Look for emotional language in feedback. If customers describe their situation as frustrating or urgent, you’re on the right path. A lukewarm response means trouble. | ||
| What’s the worst-case scenario for your customers if this problem isn’t solved? | If the problem doesn’t have real consequences (lost time, lost money, missed opportunities), it’s probably not worth solving. |
You’re not building for everyone. Your audience should be specific and clear. It’s better to build a product that resonates deeply with a small group than one that barely scratches the surface for a larger group.
| Questions to Ask | Guiding Thoughts | Your Answer | Validation Status |
|---|---|---|---|
| Who is your product designed for? | Be specific about personas—job titles, demographics, industries. The more you know about your core users, the more targeted your product will be. | ||
| What specific group of people or companies are struggling with this problem the most? | Think of niche markets where your product can have the biggest impact. Targeting broad audiences too early is a recipe for failure. | ||
| What are the common traits or behaviors of your most engaged customers? | Your most engaged customers are your core audience. Look for patterns—are they small business owners? Tech-savvy? In a particular industry? | ||
| Which customer segment seems to find the most value in your product? Why? | This helps you double down on the right customer base, instead of chasing customers who aren’t really interested. |
Your value proposition is the reason people choose your product. If you can’t clearly explain the value your product delivers, you haven’t found it yet. Your product should offer something tangible—more than just a list of features.
| Questions to Ask | Guiding Thoughts | Your Answer | Validation Status |
|---|---|---|---|
| Can you clearly explain the value your product brings in one sentence? | If you can’t summarize your value in one, simple sentence, your customers won’t understand it either. Keep it clear and concise. | ||
| Why would someone pay for your product instead of a competitor’s? | Identify the unique advantage your product offers. Maybe it’s ease of use, better pricing, or a feature others don’t have. | ||
| What’s the biggest benefit your customers receive from using your product? | Focus on the outcome—how your product improves their lives or workflows. Avoid listing features—focus on the impact. | ||
| What would make customers willing to pay more for your product? | This tells you if there are premium features or services that could increase your product’s value. |