We now know the market is significant, and we know there are already plenty of solutions competing for attention. But none of that tells me who this business should actually be built for. So I'm turning to the customer. The initial brief suggested women aged 35–55, but I'm treating that as a hypothesis, not a decision. I want to understand the woman behind the category. What is she trying to achieve? What is getting in her way? What has she already tried? What does she find frustrating about the solutions available to her? What does she actually value enough to change her behaviour, spend money on, and keep using? And perhaps most importantly: Is age really the most useful way to define this customer? A demographic can describe a market. It doesn't necessarily explain the problem that creates demand. So before I define an ICP, persona or target segment, I want to identify the strongest combination of need, context, behaviour and unmet demand. Because the goal isn't to find a large group of women. It's to find the right customer for the problem worth solving. Part 4: The Customer #GTMStrategy #GoToMarket #CustomerResearch #ICP #WomensWellness