<\/span><\/h3>\n\n\n\nYou can\u2019t jump into developing a solution until you\u2019ve identified a problem. <\/p>\n\n\n\n
There are too many candle-making companies on the market selling scented candles already, and customers can\u2019t afford to spend money on each company\u2019s candles. It\u2019s a far better marketing plan to think of a good reason people would want to buy your candles. <\/p>\n\n\n\n
Finding this reason is tricky, however. <\/p>\n\n\n\n
People who consistently experience a particular problem will desperately seek a solution to it. One of two things happens in this instance: either the customers will come up with a solution on their own, or they will pay someone to provide a solution for them. No matter what the problem is, ideally the answer should be something involving your candles. <\/p>\n\n\n\n
As a small business owner who has decided to learn how to make candles, it\u2019s not a good idea for you to sell the same candles and scents as other candle shops. Instead, you should find a problem that people have involving candles. <\/p>\n\n\n\n
Do people want more online shopping options so that they can easily buy candles? Do they want specific scents in their scented candles? Are people dissatisfied with the quality of the materials that other candle makers are using (such as the wax, essential oils, or molds used to make candles)? <\/p>\n\n\n\n
Talk to people in your area and learn about other candle makers. If people are seeking out a candle maker that provides large candles in various scents, that should be the basis of your brand. <\/p>\n\n\n\n
Perform market research by asking people what they want from a candle maker, and what they would like to see in your online shop if you were to decide to sell candles. <\/p>\n\n\n\n
Do they want scented candles in their favorite scents? Do they want candles made from organic or vegan materials, such as quality soy wax? How much do candles from other shops cost, and are customers satisfied with the price? Do people want to purchase their candles online, either through an e-commerce shop on a company website, or through online Facebook stores or Etsy shops?<\/p>\n\n\n\n
Asking people about their shopping experiences is a great way to obtain the information you need. Consumers are usually more than happy to talk about their experiences for free\u2014all you have to do is listen. <\/p>\n\n\n\n
As a matter of fact, identifying a problem isn\u2019t difficult. The hard part is choosing a problem to address because you\u2019ll be presented with so many. <\/p>\n\n\n\n
How do you choose which problem to focus on?<\/p>\n\n\n\n
Most of the steps involved in the lean startup method come with clear instructions. Alas, there aren\u2019t specific instructions for choosing a problem. Here are a few tips that should make it easier to choose a problem: <\/p>\n\n\n\n
\n- Choose the problem that affects the most people. If it\u2019s not bothering people, it\u2019s not a problem, and if it\u2019s not a problem, it won\u2019t make for a good business idea. Are people having trouble finding a local business that sells quality candles? Does a competing store have a limited product line that doesn\u2019t include the type of candles that customers want?<\/li>\n\n\n\n
- Choose a problem that expresses a pain point. A \u201cpain point\u201d is a business term that describes the amount of pain or distress a problem causes. If people experience enough pain, they will seek a remedy. Is no one making candles in your area? Are customers disappointed with the candles sold in retail stores because they don\u2019t come in fan-favorite scents, or because they\u2019re low fragrance? <\/li>\n\n\n\n
- Choose a problem you can easily solve with your business. If people want to choose from thousands of candles with different scents and long-lasting fragrance, that may not be something you can feasibly provide. However, you could do a monthly special where you introduce a new scent each month. <\/li>\n<\/ol>\n\n\n\n
The key tasks to completing this step are to identify a problem that affects a lot of people, and to determine whether the problem affects people enough that they would pay you to provide a solution. <\/p>\n\n\n\n