As a startup, you must understand that your target market will continue to evolve as a result of internal and external factors.

The #1 thing you should focus on is the value you are offering and how you communicate it to the market. Based on the market you’re targeting you’ll find two or more buyers persona and each persona might have a unique perception of value.

In other words, all customers buy for different reasons based on their perception of the value they hope to get from your product in relation to the problem they want to solve. And that’s why it’s important to understand the power of crafting a unique value proposition that communicates clearly to your target market.