Validate the opportunity and understand the market
Primary: urban professional, 28-42, household income $80k+, values sustainability and convenience.
Analysis of 8 local competitors. Gap identified: no premium eco-focused option in target area.
Total addressable market: $2.4M in 3 target zip codes. Serviceable market: $800K year one.
Conduct 10 customer interviews in target neighborhoods
Direct validation is the fastest way to confirm product-market fit
Run a competitor mystery shop
Understanding competitor pricing and service quality firsthand reveals positioning gaps
Validate primary avatar assumptions with real interview data
Decide on eco-premium positioning vs budget-friendly approach
Map all competitor prices across service tiers