In business, it is better to make what you know you can sell rather than try and sell what you can make. Social enterprise is no different; no matter how good your service or product, the world will not beat a path to your door if they don’t want it.
Market research will determine if there is interest in your product and marketing should create a need. Research and marketing can be expensive, but where social enterprise has the edge over private enterprise is collaboration and joint working. The non-profit sector is used to working together, including with competitors. The for-profits have some way to go before they can comfortably work in similar circumstances.
If social enterprise is on your agenda, do some cost-saving collaboration with others on research and marketing. This should reduce your costs and bring your social enterprise forward that bit quicker.