One of the biggest reasons startups fail isn’t a lack of effort or ambition—it’s because they’re solving problems that don’t really exist. So, how can founders ensure they’re focusing on the right challenges? Enter the BURP framework: a simple, playful way to evaluate problems worth solving. Let’s break down this approach to help identify the right problems and turn them into opportunities.

1. B is for Big: How Large is the Problem?

The first question to ask is, How big is the problem you're solving? It's tempting to focus on challenges close to home—things you and your friends or colleagues face. However, the goal is to ensure the problem affects a significant number of people. The larger the audience, the more potential your solution has for growth.

Even if the problem seems small, like wasting time on a commute, it could affect millions. Size matters when it comes to market potential​.

2. U is for Urgent: Does It Need Solving Now?

Once you know the problem is big enough, you need to assess its urgency. Ask yourself, How quickly do people need this problem solved? Urgency can arise from changes in regulation, like GDPR or Brexit, or from immediate consumer pain points like the rising cost of living.

For example, during an energy crisis, solutions that help people stay warm or save energy become urgent. The more pressing the issue, the more likely people are to seek out a solution​.

3. R is for Real: Is It a Genuine Problem?

It’s all well and good to identify a big, urgent problem, but is it real? Many entrepreneurs get swept up in their ideas and create solutions for non-existent or insignificant problems. The key is to evaluate how much pain or discomfort this problem causes. Is it an inconvenience, or does it create real stress, frustration, and financial impact?

Asking whether the problem is real also helps you determine the value you’re adding. Sometimes, the pain isn’t as obvious—like wanting a perfectly manicured lawn, which isn’t about the mowing itself but the social pride it brings. Make sure there’s genuine discomfort or a clear benefit attached​.

4. P is for Persistent: How Often Does This Problem Arise?

Finally, how persistent is this problem? Some issues happen once in a blue moon, while others crop up regularly and cause ongoing frustration. A persistent problem that frequently interrupts someone’s life or business is a gold mine for entrepreneurs. The more often people face the problem, the more likely they are to seek a solution.

Even if the problem is basic or seems small, if it occurs frequently enough, there’s value in solving it. A regular pain point often means more people are willing to pay for relief​.

How the BURP Framework Helps Startups

The BURP framework—Big, Urgent, Real, Persistent—is a fantastic way for founders to assess whether their problem-solving efforts are on track. It takes the guesswork out of deciding which problems to tackle by providing a simple, memorable set of criteria.

While it may seem light-hearted, this framework forces businesses to focus on the right issues—ones that will generate real demand, provide value, and have potential for long-term success​.

Conclusion

Next time you're evaluating whether your business idea is worth pursuing, think of BURP. Is the problem big? Is it urgent? Is it real? Is it persistent? These four questions could make the difference between chasing a pipe dream and finding a genuine opportunity to build a sustainable business.