Table of contents
Now you've interviewed people, analysed the data, and decided on a problem you want to fix.
Next, use surveys to know your cusomer's top priorities, differentiating against your competitors, deciding on your commercialisation strategy, and developing your value proposition.
🙋♀️ Know Your Customer's Top Priorities
Make the survey as specific as possible about something you're focusing on. This is why it's important to wait to do surveys, until you have something specific you want to test or learn about your customers.
You'll have a hypothesis on how the customer will answer, but remember to make unbiased questions. You might be surprised at the outcome.
It's better to send them to a small target group and get a high response rate, rather than a large group and get a low response rate. Improve response rates by keeping surveys short, incentivizing responses, and sending reminders
📈 Differentiate Against Your Competitors
List the customer priorities that you've got in the survey. Take the top two priorities and make a chart.
Map your competitors on the chart, and map yourself on the chart. Ideally you want to be at the top right corner, where you fulfill both your customer's top needs.
☘️ Commercialisation Strategy
Based on the needs and wants of your customer, decide which form of offering you want to provide.
A physical/digital product, or a service. Or a combination (a product that's yours only for the duration of paid subscription).
📢 Develop Your Value Proposition
A value proposition is a clear message to your customers on how you'll be able to provide them value.
First, talk about your target customer. Then mention the industry and a problem that you'll be solving. Then promise value by quantifying the value and show how much better your solution is compared to the current market solution.
Remember that the goal of a pitch is not to get a "Yes!", it's to get a "Hmm, that's interesting,". A successful pitch invites the other person into conversation. Always focus on your customer's top priorities. When promising value, consider under-promising to be able to over-deliver.
Conclusion
Interview people to develop your ideal customer profile. Then when you want a specific feedback, send out focused surveys to a small targetted group. Use that data to find out their top priorities and fulfill them better than your competitors.
Based on your customer's wants and needs, decide on whether or not you want to offer a product or a service. Then develop your value proposition and tell it to as many people as possible. Finally, get feedback and iterate.
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