Most startups try to define their market too broadly... although everyone may one day use your product, the more refined you can be in identifying a specific target customer, the easier - and cheaper - it will be to find and get customers.

In this section we'll try to get our arms around the total initial market that your startup should be focusing on. Don't worry if it's too small. In fact, the smaller the better for initial validation and acquisition.

Once you have made significant progress in a narrow market it will be easier to expand to a broader one.