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In the previous video, we were introduced to Joe, a vegan who avoids all animal products and works at Pilla. He has found that the only option for vegans to eat lunch in the area is to prepare their own meals, which he considers inconvenient. This sparked the idea of opening a vegan restaurant in Pilla. He wonders if there’s sufficient demand, whether people would visit, and if the venture could be profitable. The concept is conceptualized as a lean canvas titled "Vegan Restaurant in Pilla." Joe decides to target vegans, particularly those who live or work in Pilla. To refine his customer profile, he aims to determine if others share his lunch dilemma, as narrowing the initial target audience can help streamline the next steps, with the option to expand later.