Solving the Right PICD: The Foundation of Every Great Business

Ec Lett

Every lasting business starts with a Problem, Inconvenience, Challenge, or Dream

Most entrepreneurs launch businesses with the goal of making money. That’s not wrong—it’s just incomplete. Sustainable income comes from delivering value, and value is only created by solving real issues.

Research shows that 50% of new businesses fail within five years, and for startups, over 90% collapse before their fifth anniversary. The main reason? They never addressed a genuine need or created a repeatable solution.

At Treevan Advisory, we emphasize that every enduring business begins with solving a PICD:

  • Problems

  • Inconveniences

  • Challenges

  • Dreams

This—not money, passion, or even a product—is the true foundation of a successful business.

What’s a PICD?

Imagine these scenarios:

  • A boda boda rider in Kayole wasting 30 minutes daily queuing at a petrol station.

  • A single mother in Nakuru juggling her salon while trying to file NHIF and KRA returns.

  • A Kisumu graduate dreaming of building the next Safaricom but unsure where to start.

These are PICDs:

  • Problem = pain that hurts or hinders.

  • Inconvenience = friction that wastes time or energy.

  • Challenge = barrier that blocks progress.

  • Dream = deep unmet desire waiting to be fulfilled.

Your business becomes the bridge that turns a PICD into a solution.

Where Do You Find PICDs?

The good news: PICDs are everywhere if you know where to look.

  • Yourself → What frustrates you? What would you pay to fix?

  • Your community → Ask what wastes people’s time, drains energy, or stresses them.

  • Society → Check the news and social feeds. What are parents, farmers, landlords, jobseekers, or boda riders complaining about?

Example: Small landlords in Githurai struggle with managing rent, deposits, and tenant complaints. That’s a PICD. Create an easy rent-tracking app or offer a management service, and you’ve built a solution with real demand.

Turning a PICD Into a Product

Once you identify a PICD, design a solution that becomes your product or service:

  • A tailor sees students need uniforms urgently and offers 24-hour delivery.

  • An accountant notices small businesses losing money to tax penalties and provides monthly compliance support.

  • A graphic designer realizes churches need weekly posters and launches a subscription model.

💡 Money flows when you solve a PICD better than anyone else—faster, cheaper, or more effectively.

Not All PICDs Are Equal

Before jumping in, evaluate whether a PICD is worth pursuing:

  • Size → How many people face this issue?

  • Frequency → How often does it occur?

  • Pain level → How urgent is the need?

  • Current solutions → Are existing options slow, costly, or complex?

Example: In Nairobi, jobseekers pay brokers for NHIF or KRA PINs—a clear pain point. By offering a free online guide or an automated tool (monetized via ads or referrals), you provide a faster, cheaper, better-packaged solution.

PICD: The Beginning of the Business Cycle

A true business isn’t just about making one sale—it’s about repeatedly solving a PICD with a scalable solution.

If you’ve made money from a random opportunity, that’s not yet a business. It only becomes one when you identify the underlying PICD and systemize the solution.

With over 90% of startups failing to hit five years, anchoring your venture in a clear PICD is critical for survival and growth.

Summary

✅ Want to make money? Start a business.
✅ Want to start a business? Find a PICD.
✅ Want to find a PICD? Study yourself, your community, and society.
✅ Want long-term success? Build a repeatable solution that solves a PICD better than anyone else.

How PICD Influences Every Area of Business

ProductThe actual solution you createMarketingThe pain or dream you highlightBusiness LocationWhere the PICD is most feltCapital NeedsHow big your solution must beBusiness StructureThe model best suited for deliveryBrand PromiseThe transformation you guarantee

Take Action with Treevan Advisory

At Treevan Advisory, we help entrepreneurs discover the right PICDs and transform them into scalable, profitable businesses.

👉 [Book a Consultation Today] and start building your business on the right foundation.

Back