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| − | =Goal=
| + | Demand creation hypothesis |
| − | Develop a hypothesis of
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| − | # How you will reach customes and drive them into your distribution channel
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| − | # Who besides your company can reach and influence these customers
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| − | =Checklist=
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| − | * How will your users hear about you?
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| − | * Begin to build a list of companies in adjacent markets / infrastructure (not competitors)
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| − | ** Companies you would partner with / connect to
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| − | ** Professional service organisations
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| − | ** Understand their positioning / distribution / products
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| − | * Begin to build a list of key industry influencers recommenders
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| − | ** Technically credible individuals
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| − | ** Key industry analysist (Gartner, Yankee, Jupiter)
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| − | ** Key Wall Street Analysts who follow adjacent markets
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| − | ** Read their stuff - be able to draw their view of the world today and tomorrow
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| − | ** Modify their view of the future with your company / products
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| − | * Begin to build a list of key conferences / trade-shows
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| − | * Begin to build a list of key press contacts
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| − | ** Trade press
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| − | ** Technical press
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| − | ** Industry press
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| − | ** Business press
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| − | ** Keep track of the names of the authors of key articles
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| − | * What are the key trends customers / influencers / press think are occurring?
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| − | ** Infrastructure
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| − | ** Technical
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| − | ** Users
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| − | ** Distribution
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| − | ** Marketing
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| − | * Begin to assemble an advisory boards
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| − | ** Begin to recruit members of the technical advisory board now. Initially for technical advice and pointers to technica talent. Later as a technical reference for customers
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| − | ** Understand needs for the customer, business and marketing advisory board.
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| − | =Exit deliverables=
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| − | * List of adjacent companies
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| − | * List of outside influencers, shows, press
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| − | * Advisory board contacts
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| − | * Key trend summary
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| − | Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]]
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| − | Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]]
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| | [[Category:mbi]] | | [[Category:mbi]] |
