That is a great thing to make sure you have in your business plan, that your business will be built around those real customer wants. Do not make callous assumptions, or statements like "I know what people want", "People are going to love this", and so on. Have you done your research? Do you really know that the people you will be targeting want your product / service, and crucially do they want it AT THE PRICE that you will be offering it at? Whilst confidence in your plan is fantastic, you must make sure that it does not lead you down a blind alley along a path that is not desired by your target market. Don't assume what customers want, do your research and make sure that is clear from the start in your business plan.
What's more important, sales or profit? Profit is what generates your salary. You could actually make more profit with less sales. Less sales could actually be less work. The most important thing for a business is to make money. That's profit. Now some might say, I don't care so much about making a lot of money. I like the freedom of owning a business. Well that is probably true, but if you don't watch your profit, you might lose that freedom. It's always amazed me how most businesses, even very large ones, talk about how much their sales are. You hear comments like, that's a บꯠꯠ company. But what's a บꯠꯠ company if it has no profit. Now I do admit that 2% net profit of บꯠꯠ is a lot bigger than 2% of ũꯠꯠ but most likely the large one carries a lot more headaches too.