Build what matters: How to turn real problems into startup ideas people actually want

Learning goal

Most startups begin with the wrong question:
“What do I want to build?”
The better question is:
“What are people already struggling with, and willing to pay to fix?”

Skip this, and you might build something cool… but irrelevant.
The best Filipino founders don’t chase hype. They solve problems that matter.
That’s how you win users, earn revenue, and gain real traction.

Why it matters

1. People pay for problems, not just products
   You’re not building an app. You’re relieving pain.
   If your idea doesn’t reduce stress, save time, or fix a frustration, people won’t care.
   Harsh truth: no one pays for features. They pay for relief.

2. Find the pain before you build the cure
   Start by looking around:

• Long lines, confusing forms, wasted hours

• DIY workarounds to broken systems

• Any time someone says: “Ang hassle nito.”
  Friction is where startups are born.

3. Know the 4 types of real value (from The Personal MBA)
   Every viable startup creates one of these:

• Product: a thing you sell

• Service: something you do for others

• Shared resource: a tool or platform people can access

• Resale or rental: curated access to value
  Pick your lane. Simpler is stronger.

4. Painkillers beat vitamins
   “Vitamins” are nice to have.
   “Painkillers” fix something painful right now.
   Winning startups solve real pain, not just optimize comfort.

5. Follow the money, not the hype
   Where are people already spending money?
   That’s your signal.
   You don’t need to invent something new, just make what exists better, faster, easier, or cheaper.

Templates or tools

• Problem interview guide

• One-line solution statement

• Value type checklist

• Painkiller vs vitamin worksheet

Quick checklist

• The problem is painful and clear

• You’ve seen real people struggle with it

• You know their current workaround

• Your idea fits one of the 4 value types

• Your solution feels like a painkiller

What to do next / StellarPH tip

Before building anything, talk to 5 people who actually have the problem.
Ask how they deal with it now. No pitching, just listening.