Therein lies a problem; a horizontal marketplace containing everybody is too wide. To zoom into your suspect, you need to narrow the categories to the types of goods or services that your specific segment would want. As depicted in Figure 9-7, the TradeYa Suspect is also somebody who thinks it would be cool to trade things for social reasons. We knew this type of user existed because of clothing swaps, collector clubs, and other trading sites. We felt like we were looking for a Suspect who was similar to a user who might use the bartering section on Craig’s List. Figure 9-7. Zoomed into the Suspect stage of the TradeYa Funnel Matrix Lead stage A lead is a potential sales contact, an individual, or an organization that expresses an interest in your product or services by providing you with some personal contact information, generally via email. You want to have a means to contact them. This begins your official relationship with the user. For TradeYa, a Lead is somebody who landed on a TradeYa page, regardless of how she gets there, and then signs up for the site. She could come from various touch points: social media, word-of-mouth, or an organic search. Prospect stage A prospect is anyone who has a need and strongly wants this need met through the purchase or consumption of your particular product. He is now in the negotiation phase toward becoming either a paid customer or engaged user (to be defined in the next stage). For TradeYa, a Prospect is somebody who sees something he specifically wants or has something specific he wants to trade; he posts something to trade or he bids on a trade already posted on the site. This user takes the first action possible on the MVP interface toward engaging in an actual transaction of our key experience.