Once we had a comprehensive list of possibilities, we then systematically narrowed the field down to eight industries, made the outline for a market segmentation chart (see Table 1.1), and then spent weeks doing the primary market research to fill out the matrix. Somewhere around 90 percent of the data in the chart came from direct interaction and talking with real potential customers in these industries about their situations, pain points, opportunities, and market characteristics. Very little data came from research reports by well-known research firms or by finding data on the Internet.
