MKT.1:1 - Problem frame

Use this pattern when a team must decide whose difficulty to address, which customers can reasonably receive the same offer, or whether an apparent market opportunity warrants further work. Start with a concrete activity and the people whose conditions can change the offer. A list of organisations or a demographic description is useful only insofar as it helps locate those conditions.

The first useful result is a bounded market hypothesis: a worthwhile customer difficulty, the relevant roles and circumstances, consequential differences between cases, and a justified next commercial move or inquiry. It can support a small offer test without claiming the size or permanence of a market.

The intended reader knows the subject service or product and can obtain qualified accounts of customer work and feasible supply. No prior command of segmentation terminology is required. If the difficulty is already understood for a known customer and a suitable offer exists, proceed directly to adapting the offer or arranging acquisition. Reconstructing an entire market would add no useful answer.