Customer Creation

Third step of the Four Step Framework. This step acknowledges that not all businesses enter similar markets. Four primary types of startup markets: - Some businesses enter markets that are pre-existing. - Some businesses enter markets that are completely new. - Some businesses enter the existing market as a low cost alternative. - Some businesses aim to carve a new segment in an existing market as a niche. Customer Creation encourages businesses to avoid over-spending on marketing until after the first customers are already acquired. This prevents teams from continuing to spend on markets and customers that do not exist and cannot be created.