01Plausible
How many people or companies actually have this problem?
Think about your specific target market. How large is it?
02Self-Aware
Do they know they have this problem and actually want to solve it?
When you describe the problem to a potential customer, what happens?
03Lucrative
Do they have real budget allocated to solve this problem?
What would a typical customer reasonably pay per year to solve this?
04Liquid
Are they able to buy right now, or are they stuck?
What's the buying situation for most potential customers today?
05Eager (identity)
Do they want to buy from you specifically — as a company?
What's their attitude toward buying from your company?
06Eager (comparative)
Do they want to buy from you instead of the alternatives?
When customers compare you to alternatives, where do you stand?
07Enduring
Will they still be paying a year from now?
How sticky is the problem your product solves?
