Most early-stage sourcing starts from the technology and works out to a customer. I start from the customer and the money they already spend, and only then ask what the technology now makes possible. It is slower. It also finds markets before the market maps do.
SignalWeightWhat it looks likeHow I measure itWhere I look
01Paid workarounds
Weight×3
What it looks likeBuyers already spend real money or staff time on a clumsy fix: consultants, offshore assistants, answering services, factoring, spreadsheets someone maintains full time.
How I measure itThe price of the workaround and how many buyers use it. A $40 an hour consultant is a stronger signal than a survey saying the problem is painful.
Where I lookService providers' pricing pages, job boards, freelance marketplaces, trade association benchmark reports.
02Labor-heavy, software-light
Weight×3
What it looks likeThe work runs on phones, paper and people paid by the hour, while the rest of the industry's spend has moved to software.
How I measure itClerical and coordinator headcount in the vertical, and the share of a role spent on admin rather than the craft.
Where I lookBLS occupation data, Census business counts, job postings for coordinators, billers and schedulers in the vertical.
03A cost curve crossing a price point
Weight×2
What it looks likeA capability got cheap enough to undercut what a small buyer pays for the human version today.
How I measure itCost per task with current models against the cost of the person or service it replaces.
Where I lookModel and API price sheets, latency benchmarks, interpreter and answering service rate cards.
04A rule or rail that moved
Weight×2
What it looks likeA regulation, mandate, deadline or new API that forces buyers to change how they work, or opens data that used to be locked.
How I measure itThe date it binds, who it binds, and what it costs to comply by hand.
Where I lookFederal Register, state legislatures, agency rulemaking dockets, platform and carrier API changelogs.
05Few funded founders per buyer
Weight×2
What it looks likeThe buyer base is large and the number of venture-backed companies selling to it is small.
How I measure itMy crowding ratio: funded startups selling to the segment per 10,000 buyers. Low is good.
Where I lookFunding databases, public market maps, accelerator batch lists, conference sponsor lists in the vertical.
06A founder with earned access
Weight×3
What it looks likeSomeone who has done the job, sold to the buyer, or grown up inside the community, and can get ten buyers on the phone this month.
How I measure itNames, not personas. Can the founder list ten buyers who will take the call?
Where I lookThe founder's own history, operator networks, trade associations, community groups.