Separate the first market from the whole opportunity

The total market includes everyone who could eventually use the solution. The reachable market includes the people your present capabilities can serve. The first target is narrower still: a group you can understand and reach now.

Founders often present the total market as if it were already available. This can produce impressive claims and weak decisions. A large number does not tell you whom to contact tomorrow.

Start with a specific group and a specific problem. Learn its language, habits, and constraints. Make the offer useful enough for that group to choose it.

Success in a narrow market can support expansion. You gain knowledge, customers, and a working approach. You then decide which adjacent group needs the solution next.