Business Pitch Dictionary by pitch.dog
Needs, jobs & value propositions · Working

Latent demand

Also called: hidden demand

ELI5

Customer demand that exists but is not yet visible.

Used in conversation

“The latent-demand claim needs more than survey enthusiasm.”

Definition

Potential demand not yet expressed because customers lack awareness, access or an adequate solution.

Here “Latent demand” means: Potential demand not yet expressed because customers lack awareness, access or an adequate solution.

Pitch context

You will see “Latent demand” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches needs, jobs & value propositions.

Why it matters: It helps a reader interpret needs, jobs & value propositions without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.