Your potential customers. In general terms, potential customers are the people in the market segment you plan to target.If customers don't feel you are different, then you aren't truly different. How can I differentiate myself from my competition in the eyes of my customers? (You can have a great plan to beat your competition, but you also must win the perception battle among your customers.What skills do my employees need, and how many do I need?.What products, services, and equipment do I need to run my business?.Where will I fail to solve a customer problem, and what can I do to overcome that issue? (In our rental example, one problem is a potential lack of convenience we will overcome that issue by offering online reservations, on-resort deliveries, and drive-up equipment returns.).What pain point do I solve for my customers?.Who is my average customer? Who am I targeting? (Unless you plan to open a grocery store, you should be unlikely to answer, "Everyone!").
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