Milestone 2: Identify Your Intended Audience
Jack Righteous20 Milestones: From Project to Platform — Milestone 2
Identify the people this project is meant to help, reach or move
Milestone 1 gave you one project worth developing. Milestone 2 connects that project to a realistic first audience.
Your intended audience is not “everyone who likes music,” “all entrepreneurs,” or “people between 18 and 45.” It is a specific group of people in a specific situation who have a reason to care about this specific project.
What a first audience actually means
You are not choosing every person who may eventually enjoy, use or purchase your work. You are choosing the first group for whom the project is easiest to explain, position and test.
A useful first-audience definition contains six parts:
- People: Who are they in practical terms?
- Situation: What is happening when they need or notice this project?
- Need or tension: What problem, desire, question or emotional pressure is present?
- Desired result: What change do they want?
- Current behaviour: What are they already trying, reading, watching, buying or discussing?
- Access point: Where can you realistically reach them?
Examples across creator projects
Book
Not “people who read self-help,” but first-time AI creators who have produced something they love and now need a practical way to organize, document and publish it.
Podcast
Not “Christian listeners,” but adults rebuilding a faith practice who want thoughtful, accessible discussions they can listen to during a weekly commute.
AI music release
Not “reggae fans,” but independent visual creators looking for emotionally strong, licensable reggae-influenced music for short-form storytelling.
Training program
Not “people interested in AI,” but beginner music creators using Suno who can generate songs but struggle to create a repeatable sound and finish a usable project.
Template or digital download
Not “small businesses,” but solo creators preparing their first paid digital offer who need a simple record of assets, rights, versions and launch decisions.
Audience is more than demographics
Age, location, profession and income may matter, but situation usually matters more. Two people with the same demographic profile may need completely different things. A stronger audience definition explains what is happening in the person’s life or work when your project becomes relevant.
Compare:
- Weak: Women aged 25–45 interested in wellness.
- Stronger: Women returning to creative work after a long pause who want a manageable weekly practice without turning it into another source of pressure.
Buyer, user and audience may differ
A children’s book may be read by a child, purchased by a parent and recommended by a teacher. Music may be enjoyed by listeners but licensed by video creators. A course may be used by an employee but funded by an organization.
For this milestone, identify:
- the primary person who receives the value;
- the person who makes the decision, when different;
- the person who may influence that decision.
Common mistakes
- Trying to include everyone: Broad language makes the project harder to recognize and trust.
- Creating a fictional persona with no evidence: A detailed imaginary biography is not audience research.
- Using demographics alone: Demographics do not explain motivation or timing.
- Choosing several primary audiences: One project can serve several groups later, but your first version needs a lead audience.
- Confusing your peers with your audience: Other creators may admire the work without being the people it is designed to serve.
- Assuming AI can identify the audience for you: AI can organize evidence and test wording; it cannot manufacture real demand.
Your milestone completion standard
Milestone 2 is complete when you have:
- one primary first audience;
- one clear audience-situation statement;
- at least three observable signals supporting the choice;
- a short list of people the first version is not primarily for;
- a realistic place or channel where that audience can be reached.
Audience statement
This project is for [specific people] who are [current situation], want [desired result], but struggle with [main barrier].
Continue the milestone
Use the free seven-day action plan to turn this lesson into a completed Audience Foundation Record.
Start the 7-Day Audience Clarity Plan →
Need to confirm the project first? Return to Milestone 1: Choose Your Independent Publishing Project.
VIP implementation: Paid-access members can compare segments, organize evidence, test message fit and make a proceed, revise or hold decision.
