Before the Website, Find the Customer

The U.S. Small Business Administration’s planning guidance starts with demand, customer location, competing options and the prices people already pay. It also distinguishes broad market data from direct conversations with potential customers. Both have a role: Statistics can show the landscape; conversations can help explain a particular buying decision.

One customer, one problem, one offer

For a small service business, a useful first sketch might describe one customer, one problem and one clearly defined offer. Here is a hypothetical example: Instead of “I help businesses with marketing,” an offer could be “I organize and update product descriptions for small online shops.” That is not a recommendation or a proven opportunity. It simply makes the work and the customer easier to picture.

Startup and recurring costs

Costs deserve the same clarity. The SBA recommends separating startup expenses from recurring expenses. Equipment, insurance, marketing and website costs can belong in the picture, depending on the business.

Our practical take

Put the customer, offer and costs on one page before investing in a polished launch. Note what you know, what you are assuming and what you still need to check. A small unanswered question is easier to investigate than a large commitment built around an assumption.

Research cannot promise sales. It can give an idea a more useful starting point.