With the basic idea, the mission and your product value proposition you only will have success if you supply in or help realizing one of more needs for your potential customers. So, as a first step in knowing your customers, you should start making a list of those needs, and then check them with your proposed product

You can divide personal needs up in levels, like maslow showes in his need-pyramid. The pyramid is a great framework for classifying products and needs of our potential clients. I've added a "fun" level myself.

1. Biological  - The need to survive.
   Needs: Air to breathe, all kinds of foods and drinks, health, rest, Sex, Shelter.
   Products: Medicines, foods and drinks, clothing
2. Safety :The need to avoid risks.
   Keywords: Security, Protection, Stability, Control, Support, Consistency, Integrity,Trust, Hope, peace, etc.
   Products: self-defence products, alarm installations, bullit proof, investments, insurance, pensions, etc.
3. Belongingness: The need to belong to a group.
   Keywords : Affection, Appreciation, Community, Companionship, Communication, Empathy, Inclusion, Love, Participation, Support .
   Products: communication devices, clothing, clubs,
4. Esteem -The need to feel good about your self
   Keywords:  Respect/Self-respect, Care for yourself, Achievement, Status.
   Products: Cars, shops, competitions,
5. Fun; The need to relax and playfullness
   Keywords: Joy, Humor, Fun, Celebration of life, Adventure,
   Products: music, cinema, funparcs, games etc
6. Cognitive- The need to learn and understand the world around us
   Keywords:  Learning, Meaning, Understanding, Competence, Clarity.
   producs: courses, schools, training.
7. Aesthetics - The need for beauty.
   Keywords: Beauty, Balance, Harmony,
   Producst; arts, design, environment, etc
8. Self-Actualization -need to expand your limits,realising your personal potential.
   keywords: Discovery, Freedom, Independence, Spontaneity, Challenge,Inspiration,Growth
   products: hobbies, travel, education, thrills.
9. Transcendence needs - Need to help others reach higher levels
   Keywords: To matter, Contribute, Teach, Champion, Stimulate.
   Products: help organizations, specific jobs.

The customer is driven by needs, so translating your product into needs will help your later on

For businesses, maslow did not consider a needs piramid, but i believe it to be similar:

1. Biological : the need for 'continuity'
   Internal needs; recources, competences
   External needs:  Money
   Products & services: office supplies, raw materials , Hr services , Financial services
2. Safety: the need for order and trust, ,to avoid risks
   Internal needs: Processes, protocols, procedures,
   External needs: Laws, Contracts
   Products: MRp, ERM, lawyer, organzation process configuration and development, etc
3. Belongingness: Need for synergy
   Internal need: productive culture, teambuilding
   External: Clients, partner companies.
   Products: CRM, Collaborative tools, Enterprise search, Intranets, Portals
4. Esteem: Need for recognition in the market
   Internal need: proud of product, organization, leadership, a clear vision
   Internal need: Trust in brand and product.
   Products:marketing agency, internal marketing
5. fun: need to have fun in the business
   Internal need: Distraction, diverse activities
   External need: positive feeling with brand
   Products: team building activities, coffee machine, relax/fitness rooms etc
6. Cognitive:The need to learn and understand the world around us
   Internal need: measuring and reporting,
   External need: data collection, trend watching,
   Products: Business intelligence, competitive intelligence, marketing surveys etc
7. Aestetics: the need for beauty.
   Internal need: design
   External need: design, beauty
   Products: product consultancy, design agency etc.
8. Self-Actualization: need for growth in new areas
   Internal need:Innovation
   External need:
   Products: knowledgemanagement, training,
9. Transcendence needs: Need to help society:
   Internal need:social responsibility, helping others
   External need: creation and support social responsibility
   Products: social active organizations