Customer development: Strategic approach to market development

Customer development is a methodical approach that start-ups use to understand and validate their target customers by systematically testing hypotheses about the market and customer needs. This process involves continuous interaction with potential customers to gain insights that lead to the development and customisation of products, services and business models. By implementing the customer development approach, startups can ensure that they develop products that address real market needs, which significantly increases the chances of success in the market.