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Lesson plan · Entrepreneurship · Lesson 2

Customers and Market Research

Who has the problem, how many of them exist, and how to talk to them.

  • 45 minutes
  • Grades 9–12
  • Beginner
  • Activity: pairs
Present slidesWorksheet + keyStudent lesson

Objectives

Students will be able to:

  • Define a specific target customer
  • Write interview questions about past behavior instead of hypotheticals
  • Use competitor reviews to find unmet needs

Materials

  • Slide deck and a projector
  • Worksheet (one per student)
  • Exit ticket slips (bottom of the worksheet)

Key vocabulary

Target customer
The specific group of people who have the problem most and are most likely to pay for a solution. "Everyone" isn't a target customer.

45-minute agenda

  1. 0–5 min

    Warm-up

    Post: ““Would you buy a $5 app that organizes your homework?” Why is that a weak research question?”

    Teacher note: People say yes to be polite. Asking what they've actually done in the past gives honest answers.

  2. 5–15 min

    Direct instruction

    Present the lesson slides. Make sure students leave with these points:

    • "Everyone" isn't a target customer.
    • Ask about the past, not hypotheticals.
    • Don't pitch during interviews — listen.
    • Competitor reviews reveal unmet needs.

    Use the “See it” slide (Weak vs. strong interview questions) to make the idea visual.

  3. 15–20 min

    Worked example

    Walk through “Marcus's 15 conversations” on the slides. Pause before the result and ask students to predict it.

  4. 20–32 min

    Interview Swap

    Format: pairs · 12 minutes

    1. Each student writes five questions about a partner's past behavior related to a problem (e.g., “When did you last…? How did you handle it? What was frustrating?”).
    2. Partner A interviews Partner B for four minutes without pitching any product; then switch.
    3. Each student writes down two exact quotes that surprised them.
    4. Share one quote per pair with the class.

    What to look for: Good interviews stay on real past events and let the other person talk. Listen for pain, frequency, and workarounds.

  5. 32–37 min

    Check for understanding

    Use the question slides — or run them as a Four Corners game. Answers:

    1. Which interview question gives the most reliable information? — B. "Tell me about the last time you had this problem. What did you do?"
    2. What's the problem with that? — B. It's too broad to guide who to talk to, what to build, or how to reach them.
    3. Reading reviews of competitors can reveal what customers wish were better. — True
  6. 37–42 min

    Discussion

    • Why do people give overly positive answers when asked about someone's idea?
    • Who would you interview first for a business idea of your own?
  7. 42–45 min

    Exit ticket

    Prompt: Name one rule for a good customer interview.

    Answer: Ask about the past, not hypotheticals; don't pitch; listen more than you talk.

Differentiation

Common misconception

“My target customer is everyone.” If you target everyone, you can't find, reach, or understand anyone.

Support

Provide a bank of question starters (When did you last…, Tell me about…, What happened next…).

Extension

Read ten reviews of a competing product and list the three most common complaints.

Homework or make-up work

Students can complete the full interactive lesson — including its knowledge check — at learnwithflc.org/courses/entrepreneurship/customers-and-research. No account needed; progress saves on their device.