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Step 1
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Step 2 · Audience
Core Users & Buyer Persona
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Quest 1 · Core vs. Extra Users
Who is your main focus — and who benefits on the side?
B2C, B2B, or something else?
B2C
B2B
Both / mixed
Non-profit / NGO
Core users
Who is your primary focus? Be as specific as possible.
Extra users
Who benefits even though you didn’t primarily design for them?
Who do you NOT want to target?
Say no on purpose — don’t waste energy on the wrong crowd.
Must-have signals (qualifiers)
Observable facts that prove someone is core. Think: situation, behavior, constraints, urgency.
Anti-signals (bad fit)
Red flags that make someone expensive or impossible to help right now.
Complete quest