Market SelectionEmerging Pattern

Map the full transaction flow before committing - identify who influences, decides, pays, and blocks

Q: How many founders have validated "map the full transaction flow before committing - identify who influences, decides, pays, and blocks"?

1 founder has proven this pattern works. Examples include Othman Laraki (Color).

Enterprise markets have splintered buyers where the beneficiary, economic buyer, and decision-maker are different entities with conflicting incentives. Understanding this flow reveals which buyer segment to target and why certain strategies won't work.

When to use

When entering B2B or regulated markets where the person using the product isn't the one paying for it

Don't do this

Assuming there's one buyer and one seller, or that the obvious customer (end user) is the right one to sell to

1 Founder Who Did This

Colorby Othman Laraki

Mapped healthcare transaction flow: beneficiary (patient), economic buyer (health plan/employer), prescriber (clinician) - each with conflicting incentives

Result:Discovered employers/unions were the right buyer after trying consumers, physicians, and insurers sequentially

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