This document discusses customer discovery and value propositions. It addresses identifying important customer segments and their archetypes, the problems customers want solved and needs satisfied. Value propositions are defined as providing newness, performance, customization and other benefits to solve customer pains or provide customer gains. Different customer segments may have different business models and include various customer types like end users, influencers, and decision makers. Business to business customers often have distinct roles while business to consumer may as well. The document also discusses existing, re-segmented, new and cloned market types and what drives them like rate of adoption, sales/marketing strategies, and cash requirements.