Identifying the market

Who               Who is impacted by this challenge?

What              What do they require to solve the challenge they experience?

Why               Why would the solution help them?

When             When would they need to use the solution to the challenge?

Where           Where would they need to use the solution to the challenge?

Two more questions now need to be asked:

How               How would the solution be used and delivered?

Where Else   Are there alternative places they would use the solution to the challenge?

Example Challenge: 

PESTL factors to consider: Climate Change issues, development of rural areas, job promotion 

Industry Sector:  Green Economy

Business area:  Lighting

Challenge:  No lighting in rural towns

Solution possibilities:  Use of alternative energy to provide lighting

Market Identification Table

Questions	Information about the market
Who	The local communities that do not have electricity
What	Lighting of their villages to enable social and business interactions to continue outside day light hours
Why	Make the villages safer from a crime perspective. Enable small entrepreneurs to work in the early mornings or evenings. Promote social interaction after dark. Enable children to study after dark
When	Early morning and evenings – 7 days a week
Where	Street lighting Lights for homes
Where Else	Lights for small offices
How	Electricity generating plant would need to be close to village so that cables can easily be run. Create jobs for the local community to help run the alternative plant and install and maintain lights.