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MKT.1:4.4 - Select a target and a bounded next move

Compare plausible groups under the same intended investment and horizon. Ask how important and poorly served the result appears, how the relevant people can be reached, which alternative must be improved upon, whether the contribution can be supplied, and what learning or preparation it needs. Include the cost of discovering and serving the group as well as attracting it.

A material unknown is a reason for a bounded inquiry when its answer could change the choice. It is not automatically a zero value, a high score or grounds for rejecting a genuine customer problem. Where criteria conflict, state the trade-off: a small reachable group may be preferable for a trial, while a larger group with unresolved delivery conditions remains a later hypothesis. Do not hide a necessary condition inside an average score.

Select one of the live results:

  • construct or test an offer for a supported group and stated use;
  • obtain a specified missing answer before selecting the group;
  • change the proposed contribution or obtain a missing supplier;
  • retain the lead as a hypothesis with a return condition; or
  • stop because the relevant problem, attainable improvement or commercial contribution is not supported.

There is no obligation to maximise the number of groups or pursue every worthwhile difficulty. Respect an existing adequate solution when further differentiation would not change the action.