Creating a New Business Using AI and MVOSSTE Part IV - Situational Analysis (Research)
Continuing the discussion of creating a new business using AI and the MVOSSTE (Mission, Vision, Objective, Situation Analysis, Strategy, Tactics and Execution) framework, we have established a mission and vision statement and objectives for the new business with an expertise in making carrying cases (see previous posts that are part I, II and III of this discussion). We have established that the mission, vision and objective are in alignment. This now leads to the Situation Analysis or research phase of the MVOSSTE framework.
The situational analysis phase requires an objective determination of the current resources available (financial, workforce etc.), the size of a potential market, the competitors in that market, the competitors strengths and weaknesses, the resource requirement needed to enter and compete in that market and the various approaches the new business might wish to employ.
In setting the objective (part III of this discussion), we identified several products and services that would align with our strengths, the mission and the vision but we have not decided on a product or service to offer. Before making that decision we need to do the research.
Understanding the type of research that will be needed is critical and AI can be helpful in pointing out research that can produce valuable information. Asking AI with a well constructed prompt can identify basic research needs. Using the carrying case example, AI might be asked: "What research would we need to do to determine the best product or service to offer, the financial resources that will be needed and the workforce skills and competencies that will be required?"
Here is a response AI provided:
Great question—you're entering the Situational Analysis phase of MVOSSTE, where focused research will clarify what to build, how to build it, and what you’ll need to succeed.
Here's a detailed breakdown of the research areas and questions to answer in three parts:
🧭 1. Research to Determine the Best Product or Service to Offer
🔍 Market Research
Customer Jobs-to-be-Done Analysis
What problems are people trying to solve with current protection/organization/portability products?
What workarounds are they using today?
What frustrations or gaps exist?
Customer Segmentation
Who are the top target groups? (e.g., creators, medical professionals, remote workers, tradespeople)
What are their demographics, psychographics, and buying behavior?
Competitive Landscape
Who are the top players in mobility/protection/organization solutions?
What products or services are they offering, and what are their price points?
What unmet needs still exist in their reviews, support forums, or product ecosystems?
Trend & Technology Analysis
Are there tech or design trends (e.g., smart cases, sustainability, modular systems)?
What adjacent markets are growing? (e.g., EDC—everyday carry, gig economy tools, hybrid work gear)
Willingness-to-Pay Research
What features do users value most?
What pricing tiers are they comfortable with?
🎯 Research Tools:
Interviews, surveys, and observational research (field use)
Competitor audits (pricing, features, messaging)
Keyword research & social media listening
Trend reports from McKinsey, Nielsen, IBISWorld, etc.
💰 2. Research to Determine Financial Resources Needed
📊 Startup Financial Modeling
Cost of Goods Sold (COGS)
What are the costs of materials, design, production, and packaging?
Domestic vs. overseas sourcing and implications for shipping/tariffs?
Startup Costs
Equipment, prototyping tools, website, initial inventory, IP (if any)
Operational Costs
Salaries or contractor fees
Rent (if needed), utilities, software licenses
Marketing and customer acquisition costs
Break-even Analysis
At what sales volume do you cover costs?
What margins are required to be sustainable?
Funding Options
Grants, angel investment, crowdfunding, revenue-based financing, bank loans
🎯 Financial Tools:
Startup cost calculators (e.g., SCORE, Shopify)
Business model canvas
Simple 12-month cash flow forecast spreadsheet
Profit margin simulator
👥 3. Research on Workforce Skills & Competencies Needed
🧠 Workforce Analysis
Design & Innovation
Industrial designers, CAD modelers, UX researchers (if app/digital layers)
Manufacturing & Sourcing
Supply chain managers, vendor relations, quality assurance
Sales & Marketing
Brand strategist, digital marketer, content creator, B2B/B2C salespeople
Customer Experience & Support
Support reps, community managers, service designers
Technology (if offering smart or digital solutions)
App developers, IoT/embedded tech experts, cloud data management
Business Operations
Finance, legal/IP, logistics coordinator, project manager
🎯 Workforce Research Tools:
Job boards and salary benchmarking (LinkedIn, Glassdoor)
Skills gap analysis tools (O*NET, SHRM, local workforce boards)
Interviews with people in similar startups or product-based businesses
🧩 Summary Table:
| Research Area | Purpose | Key Output |
|---|---|---|
| Market & Customer Research | Define demand and fit | Product/service concept & pricing strategy |
| Financial Needs Assessment | Budgeting, funding, sustainability | Startup budget, cash flow, funding strategy |
| Workforce Competency Mapping | Identify required skills and hiring needs | Org chart, job descriptions, sourcing plan |
Great—let’s build a MECE (Mutually Exclusive, Collectively Exhaustive) Hypothesis Tree for your mobility/protection solutions business, rooted in your mission, vision, and objectives.
This tree helps break down the central question:
"What products or services should we offer to best fulfill our mission and create value for customers, collaborators, and the company?"
🧠 Top-Level Hypothesis:
The best products or services to offer are those that fulfill the core jobs to be done around protection, portability, organization, presentation, and security—across diverse customer segments and use cases.
🌲 MECE Hypothesis Tree:
1️⃣ By Customer Job-to-be-Done
(each category below is mutually exclusive, together they exhaust the key functional needs)
A. Protect What Matters
Hypothesis: Customers need products that physically protect fragile, valuable, or mission-critical items.
Hard-shell or padded carrying cases
Weatherproof and drop-resistant containers
RFID-blocking wallets or bags
B. Organize for Efficiency
Hypothesis: Customers need to access and arrange their items easily to stay productive.
Modular organizer inserts, cable kits
Custom foam interiors or packing cubes
Visual color-coded systems
C. Move with Confidence
Hypothesis: Customers need to transport items easily and safely.
Convertible bags or rolling cases
Wearable organizers for field use
Foldable/compact storage systems
D. Present Professionally
Hypothesis: Customers need products that enhance professionalism and presentation.
Display-ready storage/presentation kits
Branded demo cases for samples or prototypes
Trade show or field sales packs
E. Secure & Track
Hypothesis: Customers want to secure and track important items during travel or daily use.
GPS-integrated smart cases
Lockable transport gear
Digital inventory systems linked to physical assets
2️⃣ By Customer Segment / Use Case
(helps test which personas to serve first)
A. Creative Professionals
Photographers, videographers, designers
Need protection + organization + presentation
B. Medical & Healthcare Workers
Home healthcare, mobile diagnostics, EMTs
Need secure transport, modular systems, cleanability
C. Tech & Remote Workers
Engineers, consultants, hybrid employees
Need protection + portability + presentation
D. Field & Trade Professionals
Electricians, surveyors, on-site repair
Need rugged durability + tool organization
E. Everyday Consumers
Students, parents, travelers
Need convenience + smart features + customization
3️⃣ By Strategic Offering Type
(complements the above by defining how value will be delivered)
A. Physical Products
Hard goods: cases, bags, organizers
Hypothesis: Easy to manufacture/scale and easy to test
B. Smart/Digital Add-ons
Apps, GPS tags, IoT integrations
Hypothesis: Increases value and margins over time
C. Customization Services
Personalized inserts, monograms, branding
Hypothesis: Enhances customer loyalty and upsell potential
D. Design & Co-Creation Services
Custom solutions for niche clients
Hypothesis: Opens B2B and licensing pathways
E. Support & Lifecycle Services
Repairs, trade-ins, sustainability programs
Hypothesis: Builds trust, supports brand differentiation
✅ Next Step: How to Use This MECE Tree
You can now:
Test each branch via research (surveys, prototypes, interviews)
Use it to prioritize a minimum viable product suite
Design customer personas around job/segment intersections
Develop financial projections per offering type
Ensure nothing important is left out—and no ideas are overlapping
AI can be directed to test each of the hypotheses. Here is the response when AI was asked to test the hypothesis that customers need products that protect sensitive items:
Extensive research supports the hypothesis that customers require products to physically protect fragile, valuable, or mission-critical items. This need spans various sectors, including consumer electronics, healthcare, logistics, and personal valuables.
📈 Market Demand & Growth
Protective Packaging Market: Valued at $33.32 billion in 2022, it's projected to reach $50.15 billion by 2030, growing at a CAGR of 5.1%. This growth is driven by increased e-commerce and international trade of delicate items like electronics and medical devices .Grand View Research+1Verified Market Research+1
Mobile Phone Protective Cases: Estimated at $22.28 billion in 2022, expected to grow to $33.6 billion by 2032at a CAGR of 4.19%. The rise is attributed to growing smartphone ownership and consumer awareness about device protection Market Research Future.
Cases and Covers Market: Projected to expand from $23.5 billion in 2024 to $49.4 billion by 2033, with a CAGR of 8.6% Emergen Research.
💼 Sector-Specific Insights
Healthcare: Medical professionals rely on protective cases to safely transport instruments and supplies during home visits, reducing the risk of contamination and injury .TMR
Sales & Field Professionals: Traveling sales representatives use protective cases to safeguard samples and products in transit, ensuring they arrive in pristine condition .PottertonPacs
🧠 Consumer Behavior & Expectations
Product Safety: Consumers expect their purchases, especially high-value items, to arrive undamaged. Protective packaging enhances trust and reduces return rates .foambubble.com
Brand Perception: High-quality protective cases not only serve a functional purpose but also reflect a brand's commitment to quality and customer satisfaction .Hawke Media
🛡️ Conclusion
The consistent growth across various protective case markets underscores a clear consumer demand for products that ensure the safety of fragile and valuable items. This trend presents significant opportunities for businesses to innovate and cater to this essential need.
If research shows that financial and human resources are limited, you can still successfully launch a product or service by taking a lean, low-risk, high-learning approach. Here are practical alternatives for launching with constrained resources:
💡 1. Start with a Minimum Viable Product (MVP)
Create a stripped-down version of your product that solves one key job-to-be-done for one niche segment.
Example:
Instead of launching a full line of smart cases, offer:
One protective organizer for creators with customizable inserts
Sold via Etsy or a basic Shopify site
Benefits:
✔️ Low cost to prototype
✔️ Test real customer interest
✔️ Gather valuable feedback fast
🔄 2. Use a Pre-Order or Crowdfunding Campaign
Test market demand before committing capital by launching on:
Kickstarter, Indiegogo (for consumer products)
Gumroad or ConvertKit Commerce (for services/tools)
Offer:
A compelling value proposition
Concept images or 3D mockups
Clear delivery timeline
Benefits:
✔️ Fund production with customer dollars
✔️ Build community and early adopters
✔️ De-risk inventory
🧪 3. Partner for Capabilities You Lack
Use partnerships to borrow skills, tools, or distribution.
Examples:
Collaborate with a design school or industrial designer on a revenue-share model
Partner with a maker space or local fabricator
License your design to an existing brand or wholesaler
Benefits:
✔️ Avoid hiring upfront
✔️ Access expertise
✔️ Faster market entry
💻 4. Offer a Service-Based Pilot Instead of a Product
If producing physical goods is too costly, launch as a design or consulting service to solve the same job-to-be-done.
Examples:
“Custom Carrying Solutions” for creators, tradespeople, or medical reps
Offer case-insert kits, organization consultations, or tool packing systems
Benefits:
✔️ Low overhead
✔️ Get paid while learning customer needs
✔️ Build credibility and testimonials
📦 5. White-Label or Private Label Existing Products
Start with ready-made cases or accessories and add your branding, customization, or bundling.
Example:
Buy durable cases wholesale, add foam inserts or branding, and resell as niche kits (e.g., "Mobile Creator Kit")
Benefits:
✔️ No need for tooling or design
✔️ Test branding and positioning
✔️ Scale selectively
🔁 6. Rent, Lease, or Subscription Model
If customers don’t need to own the gear, offer access-based models.
Examples:
Monthly subscription of gear organizers
Equipment-carry systems for freelancers or professionals
Benefits:
✔️ Builds recurring revenue
✔️ Helps control inventory
✔️ Lower upfront costs for customers
🛠️ 7. Launch a Digital Companion First
If your ultimate product includes smart or digital features, start with just the app, checklist, or tracking system.
Examples:
Digital tool for organizing inventory or field gear
Workflow builder for mobile professionals
Benefits:
✔️ Lower development cost
✔️ Build user base early
✔️ Complement a later physical product
You can also ask AI to create persons for each of the customer segments and product uses that have been identified. The AI personas might be these:
Absolutely—here’s a set of customer personas designed to align with the jobs-to-be-done and use cases for your mobility and protection solutions business. Each persona reflects a specific customer segment with distinct needs, motivations, and purchase drivers.
🎨 1. Creative Professional Persona
Name: Maya Torres
Age: 34
Job: Freelance Photographer & Videographer
Location: Brooklyn, NY
Tools: DSLR camera, lenses, drone, mic kit, SD cards, tripod
✨ Needs & JTBD:
Protect delicate and expensive gear on the move
Set up and pack quickly at shoots
Look professional in front of clients
Keep small components organized
💡 Product Fit:
Modular hard case with shockproof foam
Quick-access lens and cable organizer
Branded case to match her portfolio
Option to add GPS tag or digital checklist
🩺 2. Medical & Healthcare Worker Persona
Name: Dr. Jerome Kim
Age: 46
Job: Home Health Physician (mobile clinic)
Location: Austin, TX
Tools: Diagnostic equipment, laptop, portable printer, medications
✨ Needs & JTBD:
Transport medical equipment safely
Access items quickly and hygienically
Comply with security and HIPAA rules
Carry everything hands-free
💡 Product Fit:
Backpack-style case with sterile compartments
Modular foam or washable liners
Lockable compartments for meds
RFID shielding and device sleeves
🧑💻 3. Tech & Remote Worker Persona
Name: Liam Chen
Age: 29
Job: Product Manager at SaaS Startup
Location: Denver, CO (hybrid office)
Tools: Laptop, tablet, noise-canceling headphones, charger, notebook
✨ Needs & JTBD:
Stay organized between home and office
Set up quickly at any workspace
Protect tech while commuting
Keep gear compact and stylish
💡 Product Fit:
Slim, modular organizer for backpack or desk
Sleek sleeve with tech-friendly compartments
Add-on pack with remote work essentials
Color-coded compartments for cords and drives
🔧 4. Field/Trade Professional Persona
Name: Angela Ruiz
Age: 42
Job: Independent Electrical Contractor
Location: Kansas City, MO
Tools: Hand tools, test meters, parts, permits
✨ Needs & JTBD:
Store and transport tools safely and accessibly
Separate clean tools from dirty ones
Carry heavy items efficiently
Quickly locate items at job sites
💡 Product Fit:
Rugged rolling case with modular trays
Wearable belt add-ons or strap-on organizers
Fold-out tool map for visual inventory
Durable, weatherproof material
🧳 5. Everyday Consumer Persona
Name: Priya Das
Age: 38
Job: High School Teacher + Mom of Two
Location: Raleigh, NC
Tools: Laptop, lesson plans, snacks, kids' supplies, phone chargers
✨ Needs & JTBD:
Stay organized on busy days
Quickly switch between personal and work roles
Keep tech and family items separate
Prevent damage to essentials (phone, laptop)
💡 Product Fit:
Hybrid tote/backpack with modular inserts
Soft protective compartments for electronics
Zippered snack and hygiene kit insert
Color-coded divider system
You can also have AI describe purchasing behaviors and channel preferences. Here are some examples:
Perfect—here’s the extended version of each persona, now including buying behavior and channel preferences to guide your marketing, product placement, and go-to-market strategies.
🎨 1. Maya Torres – Creative Professional
Age: 34
Job: Freelance Photographer/Videographer
Location: Brooklyn, NY
Buying Behavior:
Values quality and durability over price
Reads online reviews and watches YouTube gear walkthroughs
Will invest in custom solutions if they enhance client work
Seeks stylish gear that reflects her brand
Channel Preferences:
Buys from niche e-commerce sites (e.g., Moment, B&H Photo)
Active on Instagram and creative forums
Subscribed to gear review YouTubers and newsletters
Likely to back crowdfunding campaigns for new creator tools
🩺 2. Dr. Jerome Kim – Mobile Health Professional
Age: 46
Job: Home Health Physician
Location: Austin, TX
Buying Behavior:
Needs reliable, cleanable, professional gear
Prefers to buy once and use long-term
Open to spending if it increases efficiency or meets regulatory needs
May use institutional or grant funding to purchase
Channel Preferences:
Direct purchase from specialized B2B medical gear suppliers
Recommendations from colleagues or industry webinars
LinkedIn and trade publications (e.g., MedPage Today)
Attends conferences and training workshops
🧑💻 3. Liam Chen – Tech & Remote Worker
Age: 29
Job: Product Manager
Location: Denver, CO
Buying Behavior:
Researches heavily, compares product specs
Chooses sleek, minimalist solutions
Looks for compatibility with devices he already owns
Buys during seasonal sales or startup promos
Channel Preferences:
Amazon, DTC websites, Kickstarter
Reddit (r/Workspaces, r/Productivity), Twitter
Reads blogs (Medium, TechCrunch), follows creators
Influenced by coworker word-of-mouth
🔧 4. Angela Ruiz – Trade Professional
Age: 42
Job: Electrician
Location: Kansas City, MO
Buying Behavior:
Practical buyer—wants things to work and last
Buys based on peer recommendations and field experience
Loyal to brands that don’t fail her on the job
Needs fast shipping or in-store pickup
Channel Preferences:
Hardware stores (Home Depot, Lowe’s)
Online via specialty trade gear retailers
Facebook Groups and YouTube repair channels
Subscribes to industry supply catalogs
🧳 5. Priya Das – Everyday Consumer
Age: 38
Job: High School Teacher & Parent
Location: Raleigh, NC
Buying Behavior:
Looks for versatility and good value
Responds to lifestyle branding and convenience
Prefers trusted reviews and testimonials
Buys both online and in-store for tactile shopping
Channel Preferences:
Amazon, Target, Etsy, direct-to-consumer brands
Instagram, Pinterest, parenting blogs
School community word-of-mouth
Loyalty to brands with strong ethics (inclusion, sustainability)
After completing the research phase you are ready to move to the strategy phase of MVOSSTE. This will be the discussion of the next post.
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