Step 2 of 30 · Discover
The business idea
What it is
A precise explanation of the customer friction, the proposed solution, and the value created when that friction disappears.
Why it matters
An undefined idea cannot be tested, funded, or built. Clarity prevents a solution from searching for a problem.
What Flir develops
Idea Canvas covering the problem, solution, first customer, value mechanism, and original spark
Target objective
Explain the venture to a stranger in under 30 seconds so they understand the customer, problem, and proposed change.
Instead of ‘an app for dog owners’: an on-demand service matching urban professionals with vetted nearby dog walkers within 30 minutes.
Where strong ideas begin
- • Personal pain: you understand the frustration firsthand.
- • Industry insight: repeated failures are visible to insiders.
- • Customer complaints: recurring friction signals unmet demand.
- • Technology or regulatory shifts: new capabilities create new openings.
- • Cross-market transfer: a proven model can serve an overlooked place or niche.
Why they become valuable
- • The problem is painful, frequent, and specific.
- • The first customer is identifiable and reachable.
- • People already spend money, time, or effort on a workaround.
- • The founder has a meaningful insight, skill, or access advantage.
Traps to avoid
- • Falling in love with the solution before the problem.
- • Calling everyone the customer.
- • Confusing originality with usefulness.
- • Treating polite encouragement as evidence.
Monitoring brief
Signals Flir should keep checking as this part of the plan evolves.
- Direct clones and substitute solutions
- Changes in how customers describe the problem
- New technology that changes what is possible