ABSTRACT
The development of the plan should be an ongoing effort and is directly related to the customer development process. It begins with the aim of discovering the start-up’s customers and obtaining first customer reactions to test hypotheses. Subsequently, it will shift to validation and customer creation, respectively. Attention shifts towards finding several lead customers to include in the actual product development process. After this, attention should focus on validating assumptions about the benefits of the new products and describing the actual unique differences compared to potential customers’ existing products. The plan creation process includes deciding on
and detailing product configuration, price, distribution, and sales message, among other things, something that will continue and even be emphasised in the next stage: customer creation.
