Step 10: Select Market Stepping Stones

Climate and energy entrepreneurs need to identify a long-term target market that enables profitability and impact at scale, even if this doesn't happen until many years down the line. This gives the venture a north star that makes it easier to determine short- and medium-term next steps. Often, this happens before or at the same time as identifying an initial market. We can think iof this long-term target as "the Big Prize."

Once the big prize is identified, entrepreneurs can work backwards from that market to identify the stepping stones needed to reach the big prize. The beachhead market is the first stepping stone. Usually, it's one that entrepreneurs can reach with a relatively simple and quick-to-develop version of their solution. It also needs to be a market with established demand today, not just projected growth in the future.