How to Identify Your Potential Market in 3 Ways

This article is an excerpt from the Shortform book guide to "The Minimalist Entrepreneur" by Sahil Lavingia. Shortform has the world's best summaries and analyses of books you should be reading.

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What type of business are you in? What is the key to identifying your potential market?

In The Minimalist Entrepreneur, Sahil Lavingia says the first step in building a minimalist business is identifying the right business for you. To do this, you need to find your niche and establish yourself within the community.

Let’s look at how to identify your potential market.

Identify Your Business

Lavingia stresses that it’s crucial to invest significant time and effort in this first step because this business will be your life and livelihood. Remember, you’re not looking to build a fast-growing company that you can turn around and sell to get rich quick. You’re building your life’s work. (Shortform note: Research has shown that despite often working longer hours and living with financial uncertainty, self-employed people are happier. They enjoy having autonomy and freedom to innovate, and they’re more engaged in their work.)

Before you dive into an exploration of how to identify your potential market, Lavingia advises you to keep a few things in mind to learn:

Don’t take venture capital. This makes you indebted to, and dependent on, the investors, and they’ll always want to emphasize fast growth. Venture capital is high-risk and high-return—and has a high rate of failure. Remind yourself that you don’t need a billion dollars. You just need a sustainable profit. (Shortform note: Whether you decide to seek venture capital or not may depend on what you prioritize. Do you prefer to keep firm control over your business, or would you rather give up some of that control for the guidance and connections a venture capital firm can provide you?)
Don’t quit your day job and invest everything into this just yet. Start your business in your spare time as a side project. It will take time and you need income while you’re working on it. (Shortform note: One of the potential disadvantages to starting a business in your spare time is that you may continue to see it as a hobby rather than your career. Keeping the “safety net” of your day job could weaken the motivation and drive you might have if your business was your sole source of income.)
Think of yourself as a creator, not a business person. You’re an innovative source of ideas, working on something you care about. This will help overcome some of the mental barriers of thinking you don’t know enough about “business.” The business is just the vehicle by which you’re making your creation available to the world. You don’t have to learn how to do everything first. You need to just start, and then learn as you go.
Start small and slow. This will allow you to try out different approaches and change directions when you need to. You may have to try a few different things to find the right path, but you will eventually find it.

Keeping all of this in mind, let’s explore Lavingia’s method for identifying your potential market. We’ll talk about how to find your niche within the communities you belong to, how to establish yourself as a creator in those communities, and how to get feedback you can implement to solidify your business idea.

1. Find Your Niche

Identifying your business starts with asking what problem you want to solve, and for what community of people. Lavingia says this often starts with trying to solve a problem you have. So, for example, he got ideas for new apps by noticing things he wished there was an app for. His current business, Gumroad, was born similarly. He needed a platform for selling icons he had designed, so he created it.

Unlike other business models, in Lavingia’s minimalist method you are not “creating” a problem people didn’t know they had and then selling them the solution (for example, a beauty product designed to hide your pores when you never thought about your pores before). You’re identifying a problem that already exists within a community you care about, and that you want to solve for those people.

So, to start getting ideas, you need to first identify your potential target communities. Lavingia says many businesses fail because they don’t start with a target community in mind.

To narrow down who your customer is and what problem you are trying to solve for them, look in your own communities. Lavingia says this will ensure that you’ll have a business you’ll be passionate about. Think about any hobbies, interests, or social groups you belong to, online or in your local community, and write down the answers to these questions:

What kinds of people do you enjoy spending time with, or regularly interact with due to a common interest?
What kinds of people like to hear what you have to say?
Where can you find these people?

Once you have solid answers, find as many relevant groups as you can (online and in person), and join them, in order to get to know people and the subject better. Lavingia advises looking for Facebook groups, Reddit communities, and related Twitter and Instagram hashtags to find people involved in your target groups and where they’re gathering.

How to Identify Your Potential Market in 3 Ways