Stop building for "everyone" — define exactly who you're solving for.
You've confirmed the problem is real. Now comes the part most founders skip — or get wrong.
Most early-stage founders don't fail because their idea was bad. They fail because they spent months building for "everyone," "small businesses," or "people like me" — a customer so broadly defined that no message, feature, or pitch could ever land squarely with them. A clearly defined Ideal Customer Profile (ICP) isn't a nice-to-have marketing exercise; it's the thing that determines whether your product decisions, your outreach, and your messaging actually connect with someone real.
This 2-week program picks up exactly where Discover 101 leaves off. You've already done the work of confirming your problem is worth solving — now it's time to get precise about who has that problem most acutely, why they'd act on it, and how to tell them apart from everyone else who might casually nod along but never buy.
Discover 201 helps you turn a validated problem into a clear picture of who has it. You'll walk away with a defined Ideal Customer Profile. Grounded in real evidence, not assumptions — so your product, marketing, and sales all speak to the right person.
A usable ICP hypothesis — who your customer is and who they are not — a clear early adopter segment to focus outreach on, and an executable plan to validate it.
This workshop is led by experienced builders who have taken products from early prototypes to scalable systems — and know where founders get stuck along the way.
Cindy Nguyen
Venture Specialist, Platform Calgary
Works closely with founders in the discovery and validation stage, helping them turn early conversations into evidence they can act on.
Jennifer Chalamov
AI Literacy Educator, Founder of JennAI
Designs courses that give founders real, usable AI skills, teaching the good, bad, and ugly of AI so adoption starts with full understanding.
$25 +gst Single Workshop Seat.
Stop building for "everyone" — define exactly who you're solving for.
Ready to move beyond the basics and start building a repeatable, scalable sales motion?
You've validated the problem. Now learn how to turn that insight into your first real sales conversations.
Turn your proof of concept into a product that works — for real users, at scale.
Land Acknowledgement
We honour and acknowledge Moh’kinsstis and the traditional Treaty 7 territory and oral practices of the Blackfoot confederacy: Siksika, Kainai, Piikani, as well as the Îyâxe Nakoda and Tsuut’ina nations. We acknowledge that this territory is home to the Métis Nation of Alberta, Region 3 within the historical Northwest Métis homeland. We respect all Nations who live, work, play, innovate and build things on this land, and in so doing honour and celebrate the territory.
