How can I solve this problem for my audience?

At this stage it's all about exploring the ways you could solve the specific problem for your audience and how you could affect a specific KPI. For example, if you want to increase profit margins by reducing costs, you may choose to test different variations of a monthly pack and explore where there could be opportunities to cut or change costly elements to cut costs. This step is all about exploring multiple possibilities to get feedback from users on the most appealing one.