"Horizontal research finds problems. Vertical research finds businesses. The difference is knowing which five words to type into a subreddit search that a generic founder would never think to type."
Why Generic Research Eventually Has to Get Specific
Chapters 2 through 6 gave you channel-based techniques — Google Dorks, Reddit, Hacker News, GitHub Issues, Competitor Research. Each of those works across every industry, but that generality is also their limitation. A generic query like "[TOPIC]" "so frustrating" finds pain. It does not tell you the specific vocabulary, regulatory pressure, budget cycle, or buying process of any one industry — and those details are exactly what separates a founder who sounds like an outsider from one who sounds like they've done the work.
An Industry Playbook is the translation layer between the general techniques you've already learned and a specific vertical. It answers five questions that generic research can't:
- What does this industry actually call the problem? (Vocabulary)
- Who has the pain, and who has the budget — and are they the same person? (Chapter 1, Failure Mode 3)
- What tools already exist, and where do they specifically fall short for this industry? (Chapter 6, applied narrowly)
- What regulatory, seasonal, or budget-cycle factors create urgency or block adoption?
- Where does this industry actually congregate online, beyond the generic subreddits already covered in Chapter 3?
This chapter gives you the Industry Playbook Template — a repeatable structure for building your own playbook for any vertical — plus fully worked playbooks for twelve industries to use directly or as a model for building your own.
The Industry Playbook Template
Use this structure every time you go deep on a new vertical. It is deliberately more detailed than the Problem Statement Template from Chapter 1 — this is meant to be a standing reference document for an entire industry, not a single problem.
INDUSTRY PLAYBOOK: [Industry Name]
1. WORKFLOW MAP
What does a typical day/week/month look like for the target role?
List the 5-8 major recurring tasks in sequence.
2. PAIN INVENTORY
For each task in the workflow map, note:
- Is this task manual, semi-automated, or automated today?
- What tool (if any) is used?
- What's the known complaint pattern? (Ch. 1 pain categories)
3. EXISTING TOOLS LANDSCAPE
List the 3-5 dominant tools/platforms serving this industry.
Note pricing model and target customer size for each.
4. BUDGET AND BUYING PROCESS
Who has budget authority? (Ch. 1, Failure Mode 3 check)
What's the typical sales cycle length?
Is spending seasonal or tied to a fiscal/budget cycle?
Are there procurement or compliance approval steps?
5. REGULATORY AND COMPLIANCE CONTEXT
What regulations apply to this industry?
Are there upcoming regulatory changes creating new urgency?
(Ch. 1, Category 6)
6. WHERE THIS INDUSTRY CONGREGATES ONLINE
Subreddits, trade associations, conferences, LinkedIn groups,
Slack/Discord communities, trade publications.
7. INDUSTRY-SPECIFIC VOCABULARY
List 10-15 terms practitioners use that a generic search
wouldn't surface (jargon, tool names, role titles, acronyms).
8. SEED QUERY LIBRARY
5-10 starter Google Dorks combining this vocabulary with the
complaint/workaround phrases from Chapter 2.
9. MVP HYPOTHESIS
Given everything above, what is the narrowest possible wedge
product that addresses the highest-tier pain point found?
Playbook: Healthcare
1. Workflow Map (Practice Administrator / Medical Biller)
Patient intake → insurance verification → coding → claim submission → denial management → payment posting → patient billing.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Prior authorization | Largely manual | Payer portals, fax | "Takes hours per patient," extreme Tier 4-5 pain |
| Claims denial management | Semi-manual | EHR + spreadsheet | Denied claims tracked manually, resubmission delays |
| Patient scheduling / no-shows | Manual reminders | EHR-integrated tools, inconsistent adoption | No-show tracking rarely automated well |
3. Existing Tools
Epic, Cerner, athenahealth (large/enterprise EHR); Kareo, DrChrono (SMB-focused); most complaints cluster around integration gaps between these systems and payer portals.
4. Budget and Buying
Budget authority: Practice manager or physician-owner for small practices; procurement committee for hospital systems. Sales cycles are long (3-12 months) for hospital systems, faster for independent practices. HIPAA compliance review is a mandatory gate.
5. Regulatory Context
HIPAA (data handling), CMS billing code updates (annual), state-level telehealth regulations (frequently changing).
6. Where They Congregate
r/medicalcoding, r/nursing, r/healthIT, r/PrivatePractice; AAPC (coding association) forums; HIMSS conference community.
7. Vocabulary
Prior auth, EOB (explanation of benefits), CPT codes, ICD-10, clearinghouse, superbill, credentialing, payer mix, denial rate, RCM (revenue cycle management).
8. Seed Queries
subreddit:medicalcoding "prior authorization" "so frustrating"
subreddit:PrivatePractice "denial rate" "spreadsheet"
"RCM" "manual" "workaround" site:reddit.com
"prior auth" "is there a tool that"
9. MVP Hypothesis
A narrow prior-authorization status tracker for independent practices, integrating with 2-3 major payer portals before expanding.
Playbook: Legal
1. Workflow Map (Paralegal / Legal Ops)
Intake → document collection → contract review/redlining → e-discovery → case management → billing/timekeeping.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Contract redlining | Manual, version-heavy | Word + email | "Takes forever," version control nightmare |
| E-discovery | Semi-automated | Relativity, Everlaw (enterprise-priced) | Cost-prohibitive for small firms |
| Time tracking/billing | Manual entry | Clio, spreadsheets | Under-billing due to forgotten entries |
3. Existing Tools
Clio, MyCase (SMB practice management); Relativity, Everlaw (enterprise e-discovery) — steep pricing gap between SMB and enterprise tiers is a notable market seam.
4. Budget and Buying
Budget authority: managing partner (small firm) or legal ops director (larger firm/in-house). Long sales cycles, heavy reliance on peer referral within the legal community.
5. Regulatory Context
State bar data-handling rules, client confidentiality requirements, e-discovery procedural rules (FRCP in the US).
6. Where They Congregate
r/paralegal, r/LawFirm, r/Lawyertalk; ABA (American Bar Association) sections; ILTA (legal tech association).
7. Vocabulary
Redline, privilege log, discovery, billable hour, matter, docketing, conflict check, retainer.
8. Seed Queries
subreddit:paralegal "redlining" "manually" "still"
subreddit:LawFirm "billable hours" "forgot to track"
"e-discovery" "small firm" "too expensive"
"contract review" "is there a tool"
9. MVP Hypothesis
A lightweight, small-firm-priced contract redlining and version tracker, positioned explicitly below Relativity/Everlaw's enterprise pricing floor.
Playbook: Finance / Accounting
1. Workflow Map (Bookkeeper / SMB Controller)
Transaction categorization → bank reconciliation → invoice/AP management → month-end close → financial reporting → tax prep handoff.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Invoice reconciliation | Manual | QuickBooks + spreadsheet | Recurring monthly workaround |
| Month-end close | Semi-manual | QuickBooks, Xero | "Nightmare," multi-day process |
| Multi-entity consolidation | Manual | Spreadsheets | No good tool below enterprise pricing |
3. Existing Tools
QuickBooks, Xero (SMB); NetSuite (mid-market/enterprise) — a familiar pricing/feature cliff exists between SMB and mid-market tiers.
4. Budget and Buying
Budget authority: owner (very small business) or controller/CFO (larger SMB). Budget cycles often align with fiscal year planning.
5. Regulatory Context
GAAP/IFRS reporting standards, sales tax nexus rules (varies by state/country), 1099 filing requirements.
6. Where They Congregate
r/Bookkeeping, r/Accounting, r/CFO, r/smallbusinessfinance; AICPA forums.
7. Vocabulary
Reconciliation, AP/AR, GL (general ledger), COA (chart of accounts), close cycle, accrual, nexus.
8. Seed Queries
subreddit:Bookkeeping "month-end close" "nightmare"
subreddit:Accounting "reconciliation" "spreadsheet" "still"
"multi-entity" "consolidation" "manual" "QuickBooks"
"is there a tool that" "bank reconciliation"
9. MVP Hypothesis
A month-end close checklist/automation tool targeting the specific gap between QuickBooks/Xero and NetSuite for multi-entity SMBs.
Playbook: Construction
1. Workflow Map (General Contractor / Project Manager)
Bid estimation → material takeoff → subcontractor coordination → job site progress tracking → change order management → invoicing.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Material takeoff | Manual | Spreadsheets, PlanSwift | Time-consuming, error-prone |
| Subcontractor scheduling | Manual | Text messages, spreadsheets | Constant coordination overhead |
| Change orders | Manual/paper-based | Email, paper forms | Payment delays, disputes |
3. Existing Tools
Procore, Buildertrend (mid-market/enterprise); many small contractors use no dedicated software at all — a large underserved segment.
4. Budget and Buying
Budget authority: owner-operator for small contractors, project executive for larger firms. Cash-flow-sensitive; adoption often tied to a specific painful project experience.
5. Regulatory Context
Local building codes and permitting (highly fragmented by jurisdiction), OSHA safety documentation requirements, lien law deadlines.
6. Where They Congregate
r/Contractor, r/Construction; local trade associations (highly regional — national subreddits undercount local dynamics); industry conferences (World of Concrete, etc.).
7. Vocabulary
Takeoff, punch list, change order, RFI (request for information), lien waiver, draw schedule, subcontractor.
8. Seed Queries
subreddit:Contractor "change order" "manual" "nightmare"
subreddit:Construction "material takeoff" "spreadsheet"
"punch list" "is there an app"
"subcontractor scheduling" "workaround"
9. MVP Hypothesis
A simple, mobile-first change-order and punch-list tracker priced for solo/small contractors below Procore's enterprise floor.
Playbook: Logistics / Supply Chain
1. Workflow Map (Operations Manager)
Inventory forecasting → order fulfillment routing → carrier selection → shipment tracking → returns processing → reporting.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Fulfillment routing | Manual override rules | Shopify native logic + spreadsheet | Chapter 1's own worked example — high Tier 4 pain |
| Returns processing | Manual | Email, spreadsheets | Customer experience + cost impact |
| Carrier rate shopping | Semi-manual | Direct carrier portals | Missed savings from not comparing rates |
3. Existing Tools
ShipStation, ShipBob (SMB-mid market); large enterprise WMS systems (SAP, Manhattan Associates) at the high end — significant capability gap between the two tiers.
4. Budget and Buying
Budget authority: operations director. Highly sensitive to demonstrable cost savings (shipping cost %, not just convenience).
5. Regulatory Context
International shipping/customs compliance, hazardous materials regulations (industry-specific), country-specific import/export rules.
6. Where They Congregate
r/logistics, r/FulfillmentByAmazon, r/ecommerce, r/Shopify; MHI (Material Handling Industry) trade groups.
7. Vocabulary
3PL, SKU, WMS, fulfillment routing, carrier rate shopping, chargeback, RMA (return merchandise authorization).
8. Seed Queries
subreddit:ecommerce "fulfillment routing" "manual"
subreddit:Shopify "shipping cost" "override" "spreadsheet"
"3PL" "switched from" "alternative"
"returns processing" "is there a tool"
9. MVP Hypothesis
A rate-shopping and fulfillment-routing overlay for Shopify Plus merchants with 2+ warehouses (directly reusing Chapter 1's worked example).
Playbook: HR / Recruiting
1. Workflow Map (HR Manager / Recruiter)
Job posting → applicant screening → interview scheduling → offer management → onboarding → compliance documentation.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Resume screening | Semi-manual | ATS + manual review | High volume, low-quality matches |
| Interview scheduling | Manual back-and-forth | Email, Calendly | Time-consuming for multi-interviewer loops |
| Onboarding paperwork | Manual/paper-based | Spreadsheets, email | Compliance risk from missed steps |
3. Existing Tools
Greenhouse, Lever (mid-market/enterprise ATS); BambooHR (SMB HRIS) — most complaints center on scheduling coordination and screening quality, not the ATS itself.
4. Budget and Buying
Budget authority: HR director or Head of People. Budget often tied to hiring volume/headcount growth plans.
5. Regulatory Context
EEOC compliance (US), I-9 verification, state-specific leave laws, GDPR (for EU hiring).
6. Where They Congregate
r/humanresources, r/recruiting; SHRM (Society for Human Resource Management) community.
7. Vocabulary
ATS, requisition, candidate pipeline, offer letter, onboarding checklist, EEOC, I-9.
8. Seed Queries
subreddit:recruiting "interview scheduling" "nightmare"
subreddit:humanresources "onboarding" "spreadsheet" "still"
"ATS" "switched from" "alternative"
"resume screening" "manual" "too much time"
9. MVP Hypothesis
An interview-scheduling coordination layer purpose-built for multi-interviewer loops, sitting on top of existing ATS platforms rather than replacing them.
Playbook: Marketing Agencies
1. Workflow Map (Agency Account Manager)
Client onboarding → campaign setup → performance tracking → client reporting → billing/retainer management → renewal.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Client reporting | Manual, per-client dashboards | Google Sheets, Data Studio | Time-consuming, error-prone, not real-time |
| Campaign performance tracking | Semi-automated | Native ad platform dashboards | No cross-platform consolidated view |
| Retainer/scope tracking | Manual | Spreadsheets | Scope creep goes unbilled |
3. Existing Tools
AgencyAnalytics, Databox (reporting-focused); most agencies still build custom Data Studio/Looker Studio dashboards manually.
4. Budget and Buying
Budget authority: agency owner or operations lead. Price-sensitive — agencies operate on thin margins and resist per-client software costs.
5. Regulatory Context
Minimal direct regulation; indirect exposure to ad platform policy changes (iOS privacy changes, cookie deprecation) that affect tracking capability.
6. Where They Congregate
r/marketing, r/agency, r/PPC, r/SEO; local/regional agency owner Slack and Discord communities (often invite-only).
7. Vocabulary
Retainer, scope creep, attribution, client churn, white-label, MQL/SQL, ROAS.
8. Seed Queries
subreddit:agency "client reporting" "manual" "still"
subreddit:PPC "cross-platform" "dashboard" "workaround"
"white-label" "reporting tool" "alternative to"
"scope creep" "tracking" "spreadsheet"
9. MVP Hypothesis
A white-labeled, cross-platform client reporting tool priced per-agency (not per-client) to match agency margin sensitivity.
Playbook: Real Estate
1. Workflow Map (Property Manager / Agent)
Lead intake → showing scheduling → lease/contract management → rent collection → maintenance request handling → renewal tracking.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Lease renewal tracking | Manual reminders | Spreadsheets | Missed renewals, revenue loss |
| Maintenance requests | Semi-manual | Email, text, spreadsheets | Slow response, poor tenant experience |
| Rent collection | Semi-automated | AppFolio, Buildium (mid-market) | Small landlords use manual/check-based collection |
3. Existing Tools
AppFolio, Buildium, Yardi (mid-market/enterprise property management); large gap for landlords managing fewer than ~10 units who find these tools overkill.
4. Budget and Buying
Budget authority: property owner (small) or property management company operations lead (larger portfolios).
5. Regulatory Context
Local landlord-tenant law (highly jurisdiction-specific), fair housing compliance, security deposit handling regulations.
6. Where They Congregate
r/realtors, r/PropertyManagement, r/Landlord; local real estate investor associations (often meetup-based, not online-indexed).
7. Vocabulary
Lease renewal, security deposit, tenant screening, NOI (net operating income), cap rate, turnover.
8. Seed Queries
subreddit:PropertyManagement "lease renewal" "spreadsheet" "still"
subreddit:realtors "maintenance requests" "manual"
"small landlord" "rent collection" "alternative to"
"tenant screening" "workaround"
9. MVP Hypothesis
A lightweight lease-renewal and maintenance-tracking tool priced specifically for landlords managing under 10 units, below AppFolio's practical pricing floor.
Playbook: Restaurants / Hospitality
1. Workflow Map (Restaurant Owner / GM)
Inventory ordering → staff scheduling → reservations/waitlist → POS/sales tracking → food cost analysis → compliance (health inspections).
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Staff scheduling | Manual | Spreadsheets, group texts | Constant last-minute changes, no-shows |
| Inventory/food cost tracking | Manual | Spreadsheets | Waste goes untracked, thin margins get thinner |
| Reservations/waitlist | Semi-automated | OpenTable, Resy (fee-heavy for small operators) | Booking fees eat into thin margins |
3. Existing Tools
Toast, Square (POS-centric, mid-market); 7shifts (scheduling-focused); most food-cost tracking still done manually even where POS tools exist.
4. Budget and Buying
Budget authority: owner/operator. Extremely price-sensitive — restaurant margins are famously thin (3-5% net typical).
5. Regulatory Context
Health department inspection requirements, labor law scheduling regulations ("predictive scheduling" laws in some cities), food safety certification tracking.
6. Where They Congregate
r/KitchenConfidential, r/restaurantowners, r/TalesFromYourServer; National Restaurant Association resources.
7. Vocabulary
Food cost %, 86'd, covers, prime cost, FOH/BOH (front/back of house), comp.
8. Seed Queries
subreddit:restaurantowners "food cost" "spreadsheet" "manual"
subreddit:KitchenConfidential "scheduling" "nightmare"
"restaurant" "inventory tracking" "alternative to"
"predictive scheduling" "compliance" "tool"
9. MVP Hypothesis
A simple food-cost and waste-tracking tool integrating with existing POS data exports, priced low enough for single-location independents.
Playbook: Manufacturing
1. Workflow Map (Production Manager / Quality Lead)
Production scheduling → materials/inventory management → quality control checks → equipment maintenance tracking → compliance reporting.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Production scheduling | Semi-manual | Spreadsheets, whiteboards | Doesn't adapt well to disruptions |
| Quality control checklists | Manual/paper | Paper forms, spreadsheets | No historical trend analysis |
| Equipment maintenance | Reactive | Spreadsheets, paper logs | Unplanned downtime, no predictive tracking |
3. Existing Tools
SAP, Epicor (enterprise ERP/MES); many small-to-mid manufacturers run entirely on spreadsheets — a large underserved tier below enterprise ERP pricing/complexity.
4. Budget and Buying
Budget authority: plant manager or operations director. Capital-expenditure-conscious; ROI must be demonstrable in reduced downtime or waste.
5. Regulatory Context
OSHA safety compliance, ISO quality certification requirements, industry-specific standards (FDA for food/pharma manufacturing).
6. Where They Congregate
r/manufacturing, r/6Sigma; SME (Society of Manufacturing Engineers) resources; trade shows (highly influential in this industry, more than online communities).
7. Vocabulary
MES (manufacturing execution system), OEE (overall equipment effectiveness), downtime, scrap rate, preventive maintenance, changeover.
8. Seed Queries
subreddit:manufacturing "production scheduling" "spreadsheet" "still"
subreddit:6Sigma "quality control" "paper" "manual"
"OEE tracking" "small manufacturer" "alternative to"
"preventive maintenance" "spreadsheet" "workaround"
9. MVP Hypothesis
A lightweight OEE/downtime tracker for small-to-mid manufacturers priced well below full MES/ERP systems, focused on one factory floor rather than full enterprise deployment.
Playbook: Education
1. Workflow Map (Teacher / School Administrator)
Lesson planning → attendance tracking → grading → parent communication → admissions/enrollment (institution level) → compliance reporting.
2. Pain Inventory
| Task | Current State | Common Tool | Complaint Pattern |
|---|---|---|---|
| Grading | Manual, time-heavy | Spreadsheets, LMS gradebooks | "So much time," off-hours work burden |
| Parent communication | Manual, fragmented | Email, apps, paper notes | Inconsistent, easy to miss |
| Attendance tracking | Semi-automated | LMS, paper backup | Reporting compliance burden |
3. Existing Tools
Google Classroom, Canvas (LMS); PowerSchool (SIS/administrative) — grading automation remains a persistent gap even within these platforms.
4. Budget and Buying
Budget authority: district-level procurement (public schools) or administrator (private schools/higher ed). Public school procurement cycles are slow and tied to annual budgets.
5. Regulatory Context
FERPA (student data privacy, US), state-specific curriculum/testing compliance reporting, accessibility requirements (ADA/Section 508).
6. Where They Congregate
r/Teachers, r/professors, r/AdmissionsMod; NEA (National Education Association) resources.
7. Vocabulary
LMS, SIS (student information system), IEP (individualized education plan), rubric, FERPA, gradebook.
8. Seed Queries
subreddit:Teachers "grading" "so much time" "still"
subreddit:professors "admissions" "tracking" "workaround"
"parent communication" "app" "alternative to"
"attendance tracking" "compliance" "manual"
9. MVP Hypothesis
An AI-assisted grading and feedback tool for a specific subject/assignment type (e.g., short-answer humanities responses), positioned as an LMS add-on rather than a replacement.
Building Your Own Playbook for a New Industry
For any vertical not covered above, walk through the same nine sections. Two practical tips for doing this efficiently:
TIP 1 — Start with vocabulary, not queries.
Spend 30 minutes reading 5-10 threads/articles from the
target industry before writing a single search query.
You cannot write a good industry-specific dork until you
know the industry's own words for its problems.
TIP 2 — Interview one practitioner before finalizing the playbook.
Even a single 20-minute conversation (Ch. 9, Customer
Interviews) will surface vocabulary and workflow details
that no amount of search-based research will find, because
much of this knowledge lives in practitioners' heads and
was never written down publicly.
Common Mistakes When Building Industry Playbooks
Mistake 1: Using Generic Vocabulary in Industry-Specific Searches
Searching "manual process" instead of the industry's actual term (e.g., "prior authorization," "material takeoff," "reconciliation") dramatically undercounts real results. Vocabulary precision is the entire value of this chapter.
Mistake 2: Skipping the Budget and Buying Process Section
A brilliant product for a role with no budget authority (Chapter 1, Failure Mode 3) is a common trap this section is designed to catch early, before you invest in building anything.
Mistake 3: Assuming National Communities Represent Local/Regional Industries
Construction, real estate, and restaurants are heavily regionally fragmented. A national subreddit will systematically undercount real activity that happens in local trade associations, regional Facebook groups, and in-person events.
Mistake 4: Treating the Playbook as a One-Time Document
Regulatory changes, new tool launches, and shifting budget cycles mean an industry playbook should be revisited every few months for any vertical you're seriously pursuing — not written once and filed away.
Mistake 5: Skipping the MVP Hypothesis Section
Without forcing yourself to write a concrete MVP hypothesis, the playbook remains research for its own sake. Even a rough, likely-wrong first hypothesis gives you something concrete to test in Chapter 9 (Customer Interviews) and Chapter 10 (Validation).
Chapter 7 Checklist
Before moving to AI Agent Opportunities in the next chapter, confirm you have:
- Selected 1-3 target industries based on your strongest findings from Chapters 2-6
- Completed a full nine-section Industry Playbook for at least one target industry (using the templates above or building your own)
- Compiled an industry-specific vocabulary list of at least 10 terms
- Run the seed query library for your target industry across at least 2 platforms
- Identified the budget authority and buying process for your target customer role
- Written a concrete MVP Hypothesis to carry into Chapter 9's customer interviews
→ Next: 08-AI-Agent-Playbook.md — AI Opportunity Identification
→ See also: 01-Finding-Problems.md — The Pain Categories Underlying Every Playbook Section | 06-Competitor-Research.md — Deeper Competitive Teardowns Per Industry | 09-Customer-Interviews.md — Validating Your MVP Hypothesis