How to find a (good) start-up idea?

Ideas do not make start-ups 

Obviously, you can be an entrepreneur even without having had a brilliant idea. An idea isn’t much if you don't put it into action. Anyone can have ideas. Thousands of people have probably already had the idea that you have just had or will have. But few have actually tested it and very few have dared to change and adapt it to fit reality. To think that a brilliant idea will go viral thanks to investors' money is not being an entrepreneur, it's just hoping for the best and it's called "hope marketing". So, unfortunately, a good idea without implementation is not a start-up, it's just an essay. 

Do not find an idea, find a problem 

In its simplest definition, an entrepreneur is a person who seeks to solve a problem and take advantage of opportunities in the marketplace. No one - really, no one - wants a solution to a problem they are not facing. Consequently, identify your own everyday frustrations and those of the people around you. Observe, question, take an interest in the problems surrounding you. 

Depending on your personal tastes, your skills and your aspirations, select a topic that you want to focus on and a target audience. Learn about it. Talk to them, identify their problems and rephrase them from all angles. 

Know the difference between "nice-to-have" and "must-have". Unicorns can hardly be described as “must-haves” but they are still rare. Once again, rely on frustration. Ideally, identify a niche - a very narrow and specific market - that will most likely give you money, not just when you find the solution to their problem, but for you to find it and have them test it. 

Stay on the watch

Get to know your customers but also your market and your ecosystem. Whether you are looking for ideas or have a defined target in mind, keep an eye out and develop your culture. Familiarise yourself with other start-ups, fundraisers, the latest ideas and concepts. You will gradually acquire a solid background that will bring inspiration to your current ideas. 

Play with the Business Model Canvas

The Business Model Canvas is a tool that allows you to detail the business model of your company. It consists of nine components, such as value proposition, customer segmentation, distribution channels etc. 

So, fill in your Business Model Canvas and then change some elements in turn. For instance, change only the “customer segmentation” box: think about other possible targets and all the implications this would have on your whole business model. Then change only the “revenue streams” box - what if you were renting and not selling? This little exercise on intellectual flexibility will allow you to question the first idea you had and possibly identify opportunities or alternatives you might not have thought of. 

Tie both Ts: trendy and traditional

In a similar vein, try the bisociation technique, also known as the discovery matrix principle, which consists of combining two existing, seemingly unrelated ideas to create a third innovative one. For instance, apply a successful concept to a different target audience or theme. Like the “Uber for aeroplanes” with Wingly, or the “Airbnb for dinner” with VizEat. Also think about crossing current trends with traditional business models/sectors: the gamification of tooth brushing for instance or the C2C of transport. Build your own matrices or take a look at the startup matrix: many sectors have not yet been affected by the latest trends. 

Beef up your creativity

Yes, you hear this word a lot, but when it comes to creating, it's hard to do otherwise. Creativity is not innate, it is even counter intuitive as it challenges your thought patterns, which are sometimes as comfortable as they are outdated. Creativity can be worked on continuously through different exercises and techniques. 

Tackle things differently 

To train your creativity, try looking at a situation or problem from a different angle. Focus on details or an aspect that you would naturally overlook. Then try to get increasingly precise and specific. Develop your empathy and put yourself in the shoes of your targeted audience. 

But why? 

Another way to beef up your creativity is to ask yourself “why?”. At every stage of any widely used and accepted process - administrative, technical, commercial, etc. - ask yourself this question. You will more easily identify the weaknesses or non-rationalities of certain procedures or materials used. And you will find new ways of solving any problem.