Coaching Class 2 The second coaching went further by digging more about market segmentation and questions on what market the start-up serves. Knowing the market we want to exploit leads to what the Chairman of True called paying customers, which is very important regardless of how good the product and the business model are—without paying customers, a startup would not be able to sustain and generate profit. Hara Company showed us their journey of how they meet their market and create services that are very relevant to the needs of local farmers in Indonesia. Hara found out that access to a loan is very limited for local farmers and Hara was able to provide the platform for that farmers to have much easier administrative processes in collaboration with promising bank institutions. Alpha JWC Ventures put so much interest on these initiatives as the business model really fits that market segmentation is looking for.