Once you’ve spent time defining your product, business and finance strategies, it’s time to begin getting your product to market.
One of the most important things you can do to impact all areas of your business is define your target audience, and prepare a customer value proposition for each audience. Jane Finette, Mozilla’s Director Global User Engagement and veteran marketeer, takes us through two simple exercises to build out your core communications framework. By the end of the exercises you’ll have identified your key differentiation points against competitors, highlighted in a few words the main benefits of your product, and backed that up with killer supporting evidence statements.
Armed with this information you’ll be able to consistenly communicate your product offering across your website as well as within your product itself, and focus properly depending on whether you wish to reach key influencers or potential customers. Doing this exercise will also help keep you honest as you get deeper into product development: by defining your customer and knowing their needs, you’ll be able to make smarter build and better business decisions.
Assignment
- Work through the Audience Relevance exercise and fill out the sheet
- Work through the Customer Value Proposition exercise and fill out the sheet
