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It's essential to outline the problems faced by your customer across the value chain and why these issues are becoming unsustainable. First of all, you need to clarify who is your customer. Then explain what tools or methods your ICP currently relies on as substitutes for your solution, and highlight their limitations. These could include tools that are too expensive, time-consuming, a lack of skilled human resources, inefficiency, or the inability to measure ROI effectively.

Important: “The problem we solve” should be replaced to your case, e.g. “Fixing mobile banking” (for Revolut)

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