Difference between revisions of "Demand creation hypothesis"
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(Replaced content with "Demand creation hypothesis Category:mbi") Tag: Replaced |
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| − | + | =Goal= | |
| + | Develop a hypothesis of | ||
| + | # How you will reach customes and drive them into your distribution channel | ||
| + | # Who besides your company can reach and influence these customers | ||
| + | =Checklist= | ||
| + | * How will your users hear about you? | ||
| + | * Begin to build a list of companies in adjacent markets / infrastructure (not competitors) | ||
| + | ** Companies you would partner with / connect to | ||
| + | ** Professional service organisations | ||
| + | ** Understand their positioning / distribution / products | ||
| + | * Begin to build a list of key industry influencers recommenders | ||
| + | ** Technically credible individuals | ||
| + | ** Key industry analysist (Gartner, Yankee, Jupiter) | ||
| + | ** Key Wall Street Analysts who follow adjacent markets | ||
| + | ** Read their stuff - be able to draw their view of the world today and tomorrow | ||
| + | ** Modify their view of the future with your company / products | ||
| + | * Begin to build a list of key conferences / trade-shows | ||
| + | * Begin to build a list of key press contacts | ||
| + | ** Trade press | ||
| + | ** Technical press | ||
| + | ** Industry press | ||
| + | ** Business press | ||
| + | ** Keep track of the names of the authors of key articles | ||
| + | * What are the key trends customers / influencers / press think are occurring? | ||
| + | ** Infrastructure | ||
| + | ** Technical | ||
| + | ** Users | ||
| + | ** Distribution | ||
| + | ** Marketing | ||
| + | * Begin to assemble an advisory boards | ||
| + | ** 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 | ||
| + | ** Understand needs for the customer, business and marketing advisory board. | ||
| + | =Exit deliverables= | ||
| + | * List of adjacent companies | ||
| + | * List of outside influencers, shows, press | ||
| + | * Advisory board contacts | ||
| + | * Key trend summary | ||
| + | |||
| + | Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]] | ||
| + | Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]] | ||
[[Category:mbi]] | [[Category:mbi]] | ||
Latest revision as of 19:54, 27 August 2020
Goal
Develop a hypothesis of
- How you will reach customes and drive them into your distribution channel
- Who besides your company can reach and influence these customers
Checklist
- How will your users hear about you?
- Begin to build a list of companies in adjacent markets / infrastructure (not competitors)
- Companies you would partner with / connect to
- Professional service organisations
- Understand their positioning / distribution / products
- Begin to build a list of key industry influencers recommenders
- Technically credible individuals
- Key industry analysist (Gartner, Yankee, Jupiter)
- Key Wall Street Analysts who follow adjacent markets
- Read their stuff - be able to draw their view of the world today and tomorrow
- Modify their view of the future with your company / products
- Begin to build a list of key conferences / trade-shows
- Begin to build a list of key press contacts
- Trade press
- Technical press
- Industry press
- Business press
- Keep track of the names of the authors of key articles
- What are the key trends customers / influencers / press think are occurring?
- Infrastructure
- Technical
- Users
- Distribution
- Marketing
- Begin to assemble an advisory boards
- 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
- Understand needs for the customer, business and marketing advisory board.
Exit deliverables
- List of adjacent companies
- List of outside influencers, shows, press
- Advisory board contacts
- Key trend summary
Part of: Customer Development Checklist - Customer Discovery Part of book: The Four Steps to the Epiphany
