WHAT WE DO IN PHASE 1
- Validate whether the problem you're solving is a painkiller or a vitamin.
- Define who the business is not for (anti-avatar clarity).
- Identify real alternatives and substitutes -- not aspirational competitors.
- Establish defensible positioning and category tension.
- Articulate your only advantage (if one exists).
WHAT YOU LEAVE WITH
- A clear, defensible problem statement
- Market clarity you can build on
- Positioning that survives scrutiny
- Confidence that the business solves a real, expensive problem