3.1 The Market

A person can fit your target audience perfectly and still not care about the problem. Someone else may sit outside the target audience you described and be willing to pay today because the problem has struck at a particular moment. A company may have the money to buy but lack permission. A user may have the need but lack decision-making authority. The person paying may be different from the person using the product, and the person who can stop the purchase may be someone else entirely.