Customer creation

<p>After we have completed the <a class="wikilink" href="/customer_discovery/">Customer Discovery</a> and <a class="wikilink" href="/customer_validation/">Customer Validation</a> phases, we should be confident we can <em>scale</em> the operation. Scaling in this sense means that we understood where our customers are and how to reach them. </p> <p>We know that if we spend €1 in marketing, we get €2 in sales. And we can keep repeating the process. </p> <p>Build end-user demand and scale selling</p> <ul> <li>Attacking an existing market (customers are well defined, but there are also competitors)</li> <li>Defining a new market (you don't know who the customer is yet, but there are no competitors either) (sometimes referred as <a class="wikilink" href="/blue_ocean_strategy/">Blue Ocean strategy</a>, but remember that <a class="wikilink" href="/blue_ocean_strategy_gives_little_insight/">Blue Ocean strategy gives little insight</a>)</li> <li>Re-segmenting a market based on cost or niche</li> </ul>