Steve Blank wrote ” The difference between winning startups and those whole lose is that the winners understand why customers buy. The losers never do”.
This is the material question of problem/solution fit.
There are different ways to address the problem/solution fit. One of the first tasks is to segment the information you have verified on customer segments. This should continuously be kept up-to-date.
On good tool we have found is from Ideahackers ( https://ideahackers.nl/ ) and their problem/solution fit canvas:
More on the problem/solution fit canvas can be found here: https://medium.com/@epicantus/problem-solution-fit-canvas-aa3dd59cb4fe
Then goal is to identify what is the best problem/solution fit for your company to pursue further.