Não é um produto, é uma proposta de valor

"After talking with the VP of sales, the CEO, and several of the account managers, we realized we had heard a lot about the software’s virtues but much less about the customer problems and pain points that the software was meant to address. [Moi ici: Talvez a sua PME não esteja, ainda, na fase do código. Não interessa! O mesmo conselho aplica-se a PME industriais. Esqueça o produto e pense primeiro no contexto dos seus clientes-alvo. Quem são? O que procuram e valorizam? O produto é um artifício para eles chegarem aonde? Qual é a sua proposta de valor] Eventually we asked this team to focus on three large enterprises and to describe the business challenges these potential customers were facing. Once they developed this context, the salespeople were able to identify a number of very large opportunities where their software could help.
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Start by identifying a small number of very specific customers — either companies (if you are a B2B player) or desired consumer segments (e.g., urban professionals with specific characteristics). Then put yourself in the shoes of these customers by thinking about their issues and by talking to them not about your product but about their challenges and pain points."

Trechos retirados de "The Go-to-Market Approach Startups Need to Adopt"