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The video discusses Joe, a vegan who works at Puzzler and struggles to find vegan lunch options in the area. Joe came up with the idea of opening a vegan restaurant in Puzzler to cater to the demand. To start, Joe needs to define his target customers as vegans who live or work in Puzzler. By narrowing down his target audience, Joe can better understand if there is a demand for his idea. This step is essential for further market research and feasibility assessment.