Idea stage

What are key milestones at the idea stage?

Gain valuable insights and practical guidance for navigating each milestone within the idea stage

The journey of transforming an idea into a successful startup is an exciting and challenging process, filled with many critical moments.

Let’s explore key milestones to be aware of at the idea stage of your startup journey.

1. Define the Problem

Defining the problem helps you focus your efforts. It also helps you bring in the right customers who truly need your product. When you define the problem, ask yourself, “What issue will this product address for potential customers?”

Defining the problem is more than just recognizing an inconvenience or challenge; it’s about digging deeper to understand the root causes and consequences of the problem.

If the problem is clearly defined, you’re more likely to craft a solution matching what your target audience requires and solving a real problem they are willing to pay for.


Netflix identified the problem of limited entertainment options for consumers, particularly the inconvenience of traditional TV, which had rigid schedules and limited content choices. People wanted more flexibility in their entertainment options. 

2.Define your Solution

After you’ve identified the problem, the next step is to define your solution to this problem. Figuring out what your solution will be and how you’ll make it happen.

This stage involves brainstorming and outlining the essential elements of your product or service. You have to consider the features, functions, and unique selling points that will make your product stand out. 

The most important aspect of this stage is to make sure that your product truly addresses the problem you’re trying to solve. 


For instance, Netflix’s product idea was to create a streaming platform that offers a vast library of movies, TV shows, and original content. This platform allows users to watch what they want, when they want, without commercials and at an affordable monthly subscription. 

3.Define your Target Audience and Niche

At this stage you must figure out who your product or service is meant for and define the specific group or market it will serve.

Understanding your audience is vital for effective marketing, which allows you to reach your ideal customers more efficiently. Also, it shapes the development of your product or service to meet the needs of your audience.

Lastly, it helps with customer engagement, allowing you to communicate in a way that resonates with your customers’ interests and concerns.


In the case of Netflix, their target audience included a wide range of individuals, but initially, they focused on tech-savvy, young people and families looking for an alternative to cable TV. Their niche was providing on-demand, high-quality content.

4.Define your Business Model

To make sure your startup is successful in the long run, it’s essential to have a clear understanding of your business model.

How will your startup make money?

You need to figure out the revenue streams, cost structures, and pricing strategies that will sustain your startup in a well-structured way.

It’s vital to consider the long-term financial sustainability of your startup and ensure that your business model aligns with your product idea and target audience.

To get this right you will have to review and refine your business model regularly and adapt it to the changing circumstances and market conditions. This way you’re building a strong foundation for your startup’s financial success and making sure it’s sustainable.


Netflix’s business model, for instance, is based on a subscription-based model, where users pay a monthly fee to access the streaming service. They also invest in producing original content to attract and retain subscribers, and they continuously analyze user data to make informed content recommendations and improve the user experience.


Identifying key milestones at the idea stage of your startup is imperative for several reasons. It provides clarity, helping you define the problem you’re solving, the product you’re offering, the audience you’re targeting, and the business model that will support your venture.  

These milestones serve as guideposts, keeping you on track and ensuring you’re building a startup with a strong foundation. By reaching these milestones, you increase your chances of creating a successful and sustainable business that addresses actual problems and meets the needs of your customers. 

In the later stages of your startup journey, you will dig deeper into all of these areas. For example, you will be performing intensive market research and market validation. 

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