Customer creation

After we have completed the Customer Discovery and Customer Validation phases, we should be confident we can scale the operation. Scaling in this sense means that we understood where our customers are and how to reach them.

We know that if we spend €1 in marketing, we get €2 in sales. And we can keep repeating the process.

Build end-user demand and scale selling

• Attacking an existing market (customers are well defined, but there are also competitors)
• Defining a new market (you don't know who the customer is yet, but there are no competitors either) (sometimes referred as Blue Ocean strategy, but remember that Blue Ocean strategy gives little insight)
• Re-segmenting a market based on cost or niche