I'd say every startup needs to tackle this question, and though having a co-founder helps, the same thought process can be followed by a single founder - whether a college kid or seasoned serial entrepreneur.

We thought you might find value in reading how we went about deciding. Check out our Slack feed: [Hey could we get a referral fee for naming the platform?]

Here goes:

Evan
I had to write a mission statement for our Marketing Plan...
Furiocity's Mission: To help others overcome the burdens of wealth inequality.
what do you think?

Clynton
My idea: helping landlords fill off-season vacancies through price incentives. Or helping tenants better negotiate rents through shared pricing data.
Don't have a specific affinity to either

Evan
It might be a useful exercise to create buyer personas in hubspot, as you see them — one for tenants, one for landlords

Clynton
So guiding star is identifying a group of people who have similar [pain points in our focus area and do secret sauce stuff for them]? Thereby helping the landlord and the tenants...

Evan
That’s a part of it... we won’t know whether it’s valuable to our persona(s) unless we...
... test out our theorized value proposition on said personas

Clynton
I get that Hubspot lessons teach "how to do inbound content" - but even before starting to grow the audience, I'd need to understand who the audience should be and how we aim to help them
It's the classic B2B/B2C question as usual :disappointed:

Evan
How would you go about understanding the goal?

Clynton
The idea is to decide which one we plan to help (audience) and how (thesis).
... the goal could be for tenants - drop your rent by 10% every year (like Wal-Mart does) or for landlords bring you customers (like AirB&B does)

Wal-Mart squeezes the vendors a bit - so does Amazon... but, because they focus on the consumer needs, vendors have to deal with it (it's where the customers are). Etsy/Ebay/fiverr/fb serve vendors more - consumers come for the deals. In the case of FB users are the product so advertisers get all sorts of goodies like demographic segmentation.

Evan
I'm all about the tenants, as (I think) we'd need to serve them first in any case
Is that what you're thinking, as well?

Clynton
... specifying that target customer is fine. So now, target persona ... the single residential tenant that can [save money monthly/anually]?
... we could target creating super value for our persona - who will want to stick around and tell others because more tenants make it better for him

Evan
I couldn't agree more

Now, I'm not saying this is the best way to go, but we have to focus somewhere - and often in a startup the right decision is any decision!

Editor's Note: Sorry if anything seems choppy... This is the abridged copy. Join our mailing list to get the full version - it might help those single founders (of any gender) I mentioned above.