You are right in your stating of the process, but I will give stress on idea and MVP process.
Your spreadsheet is now a grid with customer/audience types down the side and business/pricing models across the top. Each box where the two lists overlap is a place to brainstorm ideas. Go through each square in this grid. You can dismiss many of the boxes in a few seconds, but it is worth giving each consideration as you will inevitably come up with ideas you did not expect. The easiest way to do this is go column by column. Pick a business or pricing model, think of a few existing businesses that use it, and spend 5 minutes reading about them to get your head into that space. Then, apply it to each potential customer or audience group: how could it fit? What are their priorities, what gets in their way, where are they wasting time or money, what do they depend upon? Browse discussion forums where they participate or are discussed. See what they care about, what people complain about. Search online for other companies that already compete to offer them products and services.
You can read more here: https://www.forbes.com/sites/quora/2013/05/08/what-are-the-best-ways-to-think-of-ideas-for-a-startup/?sh=61d837c07b82
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath