Technology: Passion: “I want to start a company in Africa that will create a sustainable business model to improve life for the people there and empower them with jobs.” Here, the idea is that a sustainable business model will reduce poverty in Africa more effectively than charitable contributions to the poor. This sentence is enough to move on to the next step of Market Segmentation, though as you will see, you will have to be much more specific before you can turn the idea into a business. “I have a robot that allows you to feel objects rendered by a computer.”