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In the previous video, we met Joe, a vegan who doesn’t consume animal products and works at Pilla. He realizes that the only way for vegans to have lunch in the area is to prepare their own meals, which can be inconvenient. This prompts him to consider the feasibility of a vegan restaurant in Pilla, questioning demand, customer interest, and profitability. To explore his idea, Joe begins with a blank lean canvas, naming his concept "Vegan Restaurant in Pilla." He identifies his target customers as vegans, particularly those who live or work in Pilla. Joe emphasizes the importance of narrowing down the first customer definition to understand shared problems, which will aid in future steps and potential audience expansion.