Comment testez-vous et affinez-vous votre proposition de valeur avec les commentaires des clients ?

Crafting an irresistible value prop takes customer co-creation, like writing a hit song together. Start with assumptions then solicit brutally honest reactions. Ask what specific pain points are solved. Identify where messaging falls flat or confusion lingers. Iteratively refine until you see that aha moment. With collaborative tweaks, your value prop will strike a consumer chord. Now cue the focus group - let’s make your positioning pitch-perfect! 🎵

1. Gather feedback: Ask your target customers about their needs, pain points, and experiences. Use surveys, interviews, and focus groups to collect their insights. 2. Analyze feedback: Look for patterns and trends in the feedback you've collected. Identify common themes and areas where your value proposition resonates or falls short. 3. Refine your value proposition: Based on your analysis, adjust your value proposition to better address the needs and desires of your target customers. 4. Test again: Implement the refined value proposition and gather more feedback to see if it's effective. Repeat this process until you've developed a compelling value proposition that resonates with your target market.

Make sure the hypothesis is informed by pain point that people experience today and can be solved with the product that you plan on building. Don't try to find a problem for your solution/product. Make sure you find a problem to build the solution/product around.

Whatever Ideal Customer Profile (ICP) you define and the problem you choose to solve for them, ensure you test it in the field. Actual customer conversations are the real test. When non-relationship customers actually find value in the pitch, that is the true validation of your hypothesis.

We were launching this new gizmo and needed real talk from our potential users. So, we whipped up a survey, right? But here's the kicker: we used Segmentable to slice our audience into neat segments. It was like having a cheat code! Set our targets for response and satisfaction rates, sent out the survey, and bam! The feedback was gold. People actually felt we were speaking their language, you know? It was a game-changer for our launch strategy. Total win with Segmentable!

This is critical. Make sure you plan out what tests you are going to run and a very structured framework to collect data, feedback, learnings, etc.

I recommend running several tests in tandem so that you have concurrent results to compare and learn from. You can change up the value proposition while keeping the ICP the same, or make tweaks to the ICP to experiment with customer targeting fine-tuning. You can also A/B test the same ICP and value prop using different mediums, like an emailed survey versus a poll on social media. Response quantity and quality often varies depending on how your ICP prefers to consume information and interact with your brand. Try out different options until you have a winning combination.

To succeed, select a test aligned with your development stage and objectives – options include surveys, interviews, landing pages, prototypes, or MVPs. Ensure the test is relevant, reliable, and actionable. Define success criteria and metrics like response rate, conversion rate, satisfaction rate, or net promoter score. To maximize your success, maintain a clear focus on these metrics and adjust your strategy based on the insights gained from the tests. Testing is an ongoing process that's essential for refining your Go-To-Market strategy.

Design a test to gather customer feedback and validate your value proposition. Choose a relevant, reliable test type, like surveys, interviews, or MVPs. Define success metrics, such as response rate, conversion rate, satisfaction rate, or NPS. This test will help you assess your value proposition's effectiveness and guide refinement based on data-driven insights.

Based on my experience, I have consistently observed that emphasizing the importance of customer input significantly contributes to enhancing the overall value proposition. It is crucial to remind customers how earnestly their feedback is regarded, as this fosters trust in the relationship. Frequently, customers perceive such interactions as mere formalities and doubt their impact on the outcome. However, I have found that acknowledging and valuing their input not only validates their opinions but also ensures a more satisfactory result.

Implement the test with a diverse and qualified sample of your target customers. Ensure to avoid biased questions and keep an open mind 🧠. Collect both quantitative and qualitative data, documenting your observations and insights.

I emphasize the importance of running tests effectively. To do this gather a diverse, representative sample of your target customers. Ensure they are qualified and unbiased. Avoid leading or biased questions to maintain objectivity. Approach the test with an open mind, listening to customers carefully. Collect both quantitative and qualitative data for a comprehensive view. Record your observations and insights diligently. Tip: Consistently execute these steps to gather valuable data that will guide your go-to-market strategy effectively and ensure you are on the right track.

Data-Driven Insights: Use analytics to measure the impact of your value proposition on key metrics (e.g., conversion rates, customer satisfaction). Customer Feedback Loop: Continuously gather and analyze customer feedback to identify areas for improvement. Iterative Refinement: Make data-driven adjustments to your value proposition based on test results and customer insights.

Execute the test by engaging a representative sample of your target customers, ensuring diversity and qualification. Employ unbiased questions, maintaining an open mind, and gather both quantitative and qualitative data while documenting observations and insights for thorough analysis.

Iteration should focus on continuous improvement. Continuous improvement involves consistently adapting and enhancing your value proposition to keep pace with evolving customer needs and market dynamics. A real-world example is Netflix, which began as a DVD rental service but evolved into a streaming platform, demonstrating a commitment to continuous improvement in response to changing consumer preferences. This ongoing adaptation has allowed Netflix to stay ahead in the highly competitive entertainment industry, showcasing the power of relentless refinement to maintain customer relevance and market leadership.

Consider this a flywheel approach. You should constantly be measuring, optimizing and testing until you have figured out where to double down, where you need to continue to optimize, and where you should stop.

Analyze the collected data and feedback against your hypothesis and success criteria. Look for patterns, gaps, and surprises. Identify what works and what doesn't, and determine the next steps for iteration. Continuously refine your value proposition based on these insights and retest as needed.

You sift through the data and feedback – it's a mix of hard stats and real-world reactions. For example, we had a feature assumed as the frontrunner, but data showed only 15% engagement. The trick is in spotting trends and surprises. It's a constant cycle of analysis, iteration, and retesting. Each round sharpens your value proposition. You're sculpting it based on real insights, refining it until it resonates perfectly with your audience. It's this iterative process that polishes your product into a market fit – not just good, but indispensable.

In the analyze and iterate step, dive into the data and feedback. It's like detective work, finding patterns and surprises. For instance, in a project, we found unexpected usage trends in our app among a specific user group, which wasn't our initial focus. Compare findings with your initial hypothesis. Maybe your product resonates differently than expected. In our case, we adjusted our value proposition to target this new segment. It's all about learning, tweaking, and retesting. This step isn't a one-time thing; it's continuous. Each iteration refines your product, making it more attuned to your customer's needs. It's this cycle of feedback, analysis, and adaptation that hones your product into something that truly stands out.

I would suggest creating a customer journey map. This is a visual storyline of every engagement a customer has with your potential service/product. The creation of a journey map puts the organization directly in the mind of the consumer, so they can see and understand their customer's processes, needs, and perceptions.

Value Propositions are often tested and iterated to attract new customers only. But for me, it is a continuous process along the entire customer journey and lifecycle. Therefore, it is crucially needed that all commercial roles are synced with the existing product and its roadmap. To go even further, I see dedicated GTM teams for each segment as the upcoming new standard.

When refining a value proposition, I always consider market trends, competitor offerings, and customer segmentation. Align pricing with value and test different communication strategies. This comprehensive approach increases the chances of long-term success and helps maintain a competitive edge.

In my experience, if the product value proposition is compelling and solves a pressing problem for a set of customers, people will pay money for an early version. In the B2C space, isn't this the driver for crowdfunding innovative products? The pressing "problem" could be industry cost savings, accessing new capabilities or simple consumer FOMO. If you can't get beyond why someone might use product for service, and get enough enthusiasm to get real buy-in from customers, you may need a new value proposition.

When it comes to testing and refining your value proposition, I highly recommend the "Jobs-to-be-Done" approach. This method revolves around understanding the fundamental "jobs" or tasks that customers are trying to accomplish when they use a product or service. Instead of solely focusing on demographics or traditional market segmentation, the Jobs-to-be-Done framework delves deeper into the motivations behind customer behavior. By identifying the specific jobs that customers are hiring your product to do, you can tailor your value proposition more precisely. It is easy to find articles and free templates to get started with it. I personally recommend the free and paid resources you can find on forgetthefunnel.com