Lesson 6: Is There Demand?

Building on What You've Learned

Over the past five lessons, you've learned how to identify a problem, define your ideal customer, interview potential customers, research competitors, and uncover valuable insights from online reviews.

Today, we're going to explore another powerful source of market research, Google.

Think about your own habits for a moment.

When you need a plumber, where do you start?

Looking for the best pizza in town?

Need a wedding photographer?

Trying to compare accountants?

For most of us, the answer is the same.

We search online.

Every day, millions of people use search engines to look for products, services, answers, and solutions to problems. Those searches leave behind valuable clues about what people want, what questions they have, and what they're struggling to find.

Learning how to recognize those clues can help you make better business decisions.

Lesson Overview

Every search begins with a problem.

Someone types:

Dog groomer near me
How much does bookkeeping cost
Best meal prep Hamilton
Wedding photographer Hamilton

Behind every search is a need.

The more often people search for something, the more evidence there is that demand exists.

That doesn't automatically mean your business will succeed, but it does tell you that people are actively looking for solutions.

Your job is to understand what they're searching for and why.

Start with Google Search

Open Google and type in the product or service you're considering.

Don't press Enter right away.

Notice what happens.

Google starts suggesting searches (Google Autocomplete) before you've even finished typing.

These suggestions aren't random.

They're based on searches that people are already making.

For example, if you type:

Meal prep Hamilton

Google might suggest:

Meal prep Hamilton prices
Healthy meal prep Hamilton
Affordable meal prep Hamilton
Meal delivery Hamilton

Those suggestions tell you what customers care about.

Maybe they're concerned about price.

Maybe they're looking for healthier options.

Maybe convenience matters most.

Each suggestion is a clue.

Scroll to the Bottom of the Page

Now complete the search.

Take a look at the "People also ask" section and the related searches at the bottom of the results page.

These are some of the most common questions people ask about your product or service.

For example, if you're researching bookkeeping services, you might see questions like:

How much does bookkeeping cost?
Do small businesses need a bookkeeper?
What's the difference between a bookkeeper and an accountant?

Imagine how valuable that information is.

Not only does it tell you what customers want to know, but it also gives you ideas for future blog posts, social media content, FAQs, and marketing messages.

Explore Google Trends

Next, visit Google Trends.

This free tool allows you to compare how search interest changes over time.

Try searching for your business idea and look for trends.

Ask yourself:

Is interest growing?
Does demand stay steady throughout the year?
Are there seasonal spikes?
How does one search compare to another?

For example, a landscaping business may notice demand increases every spring, while tax preparation services peak before tax season.

Understanding seasonality helps you plan your marketing and manage cash flow.

Think Like Your Customer

One of the biggest mistakes entrepreneurs make is searching using industry jargon.

Your customers don't always use the same language you do.

For example, someone searching for bookkeeping help may type:

Help with business finances
Small business taxes
Accountant near me

Think about the words your customers would naturally use.

Those are the searches that matter.

Business Coach Tip

Don't stop at one search.

Try different combinations of words, locations, and questions.

Search like your customer would.

The more searches you perform, the clearer the picture becomes.

You're not trying to find one perfect keyword.

You're trying to understand how your customers think.

Challenge Activity

Spend 20 minutes exploring your business idea online.

As you search, write down:

Five Google autocomplete suggestions.
Five questions from the "People also ask" section.
Five related searches.
Three interesting insights you discovered using Google Trends.
One thing you learned about how your customers search for solutions.

Remember, today's goal isn't to become an SEO expert.

It's simply to understand what your customers are looking for.

Key Takeaway

Every search represents someone looking for a solution.

The more you understand what people are searching for, and the words they use to search, the better equipped you'll be to develop products, create marketing messages, and connect with the right customers.

Continue Your Journey

In Lesson 7: Price Like a Pro, you'll answer one of the most common questions every entrepreneur asks:

"How much should I charge?"

You'll learn how to research competitor pricing, understand the value behind different pricing strategies, and avoid one of the biggest mistakes new business owners make, setting prices based only on what they think customers will pay.

Need Help Along the Way?

Need help interpreting what you've discovered?

The Hamilton Business Centre can help you understand local market demand, identify emerging opportunities, and guide you toward additional free market research resources.

Remember, market research isn't about finding one perfect answer.

It's about collecting enough evidence to make informed decisions.