9A – Testing the Hypothesis, Part 2

Who: Are there certain people or certain businesses that, although they share a lot in common with the others in your opportunity, nevertheless fall outside the boundary? Why?

Everyone that I interviewed was someone I know who personally considered trying keto, but never fully committed, for a variety of reasons. Some reasons given were the difficulty of giving up carbohydrates entirely, and other reasons included the limited ability to eat certain foods and also the trouble to buy groceries that were only for keto. Why these people fall outside the boundary is because they would eat many foods that are ketogenic, but would eat foods that are not ketogenic, leaving them to be not entirely for a keto grocery store.

What: At what point does the need you identified differ from another need? (Is thirst the same as hunger? Or is the desire to appear fashionable the same as the desire to be loved by others?)

The need differs at the point that it is a purchase decision to either have strictly keto products available or to go to a conventional grocery store. Some people might have an entirely different need, however, and might go to the keto grocery store not because they do keto, but for a brand or product preference.

Why: Is the underlying cause of the outsiders' need different than people who are inside the boundary?

Yes, the outsiders' needs are a good deal different than those inside the boundary. Most outsiders of the boundary would have no interest in going to a keto only grocery store because they prefer a conventional grocery store. They might only want to buy non-keto goods or do all their grocery shopping at one location and not go to a different store.

In addition to the descriptions of what you find in the interviews, I'd like you to include a table with two columns and three rows:

	Inside	Outside
Who	Anyone who is considering a ketogenic diet and wants to consider shopping at a keto only grocery store.	People that are not interested in going to a keto grocer, and do not want to try any of the specific products that may be available.
What	Having difficulties following your diet, becoming distracted by non-keto foods, and only wanting to buy keto groceries without worry.	Do not care if a keto grocer exists, and would not consider shopping at one anyway.
Why	They would like to not worry about what they're purchasing if they are following keto.	They do not plan on following a keto diet, and they do not have any interest in buying some specific products.