Research customers for your Massachusetts 7D business
Replace a promising guess with evidence.
7 min read · Free lesson
Key point. Evidence of a need, an eligible opportunity, and an awarded contract are different things.
You'll learn to
- Distinguish findings from assumptions.
- Identify research questions about demand and alternatives.
- Recognize the limits of historical purchasing data.
Start with a question you can investigate
The SBA explains that market research helps you understand potential customers and competitive analysis helps you understand alternatives. For this RouteReady exercise, begin with one narrow question: what service does this type of purchaser seek in this area? Narrow questions make it easier to choose useful evidence.
Use several kinds of evidence
A published service specification can describe a purchaser's requirements. Historical purchasing documents can show what was previously requested. General market data can help describe an area. Each source answers a different question. Record the source and date beside a finding so you can see what it establishes and what remains unknown.
Compare alternatives thoughtfully
Consider how the need is currently served and what other providers offer. The SBA's research topics include demand, location, competition, and pricing. A transportation-specific conclusion still needs service-specific evidence. A historical price, for example, may relate to a different schedule or scope; copying it does not show that your costs or service are comparable.
Label the conclusion honestly
Use three headings in your research notes: finding, assumption, and next question. “A past document described this service” is a finding. “The purchaser will need the same service next year” is an assumption. “Where are current purchasing instructions published?” is a next question. This separation helps you avoid turning an interesting lead into a claimed contract.
Scenario
Last year's purchase
Casey finds a historical transportation award. Casey concludes that the same purchaser will immediately buy the same service from the new business at the old price.
What does the historical document actually establish?
Show the answer
It is evidence of a past purchase, within the scope and date of that document. It does not establish current demand, your eligibility, a suitable price for your service, or an award to your business. Investigate current requirements and purchasing instructions.
Check your understanding
Official sources
- U.S. SBA · Plan your business · checked October 7, 2026
Free sample of RouteReady Academy. Supplementary study only: it doesn't replace RMV-required training, and scenarios are fictional teaching examples. Check the current official instructions for your own situation.