Here we're looking to discover who will help us achieve our business goal. We use the term actors to describe the people who interact with our system and we categorize them as Primary, Secondary, and Off-Stage Actors. This equates to first, second, and third-degree users of our service.

For example, a primary actor will be the person we're making our product for, in this instance, our shopper. A secondary actor is someone who interacts with the product to provide a service, for example, our marketing/advertising guru who ensures our retail store has a steady stream of shoppers. An off-stage actor is someone who interacts with our product indirectly, for example, by using analytics to determine where best to target the next phase of development: