Now that you have a clear value proposition, let's dive deeper into your community members' world. Understanding their complete experience helps you find the perfect spots where your local business can add value.

We'll organize everything into three simple categories: Jobs, Pains, and Gains.

Engagement Message

Let's start understanding what these mean, shall we?

Let's start with "Jobs" - these are the tasks your community members are trying to accomplish or the goals they want to achieve. Jobs aren't about your business; they're about what people in your neighborhood are actually trying to do.

For busy parents in your school district, a key job might be "Find reliable after-school care for my kids."

Engagement Message

What's one job your community members are trying to accomplish?

Next are "Pains" - the frustrations, obstacles, and problems your community members face while trying to do their jobs. These are the moments when they think "This is so annoying!"

Those same parents' pains might include "driving across town for decent childcare" or "paying premium prices for subpar programs."

Engagement Message

Name one frustration your community members likely experience.

Finally, "Gains" represent the positive outcomes your community members want or the benefits they'd love to experience. These are their ideal world scenarios.

Our neighborhood parents' gains could be "kids safely cared for close to home" or "affordable programs that actually help with homework."

Engagement Message

What's one gain your community members would celebrate achieving?

Here's the key insight: your business opportunity lives in the gaps. Where community members have important jobs but experience significant pains, or where they want gains but can't achieve them easily.

Engagement Message

Can you think of a gap between what your community wants and what they currently experience?