Hawkins kaiser module_4

[object Object],Market Audit Primary Research Concept Testing Business Launch

Remind Yourself What Your Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],Should I adjust, change direction, or get out?

Testing Benefit Alignment Business Success Matching a company's capabilities with the wants of customers and consumers in order to achieve the objectives of both parties. Source: Marketing Plans by Malcolm McDonald and Marketing Management by Kotler. After all, you’re testing how well your benefit aligns with the consumer’s needs. Product Features (Benefits) Consumer Segment Needs Alignment

Take Their “Pain” Away ,[object Object],Your Product/ Service Your End Consumer Intermediary (Customers) -What do they want? -Why do they want it? -How do they know they got it?

What Do Your Consumers Really Want? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object]

Realistic Market Pricing ,[object Object],[object Object],What will your competitors do? How low can you go and still make money? ,[object Object],[object Object]

Keep Your Mind Right While Testing ,[object Object]

What Are You Really Selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Have A Plan And Stick To It ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plan, Adjust….Persevere. ,[object Object],[object Object]

Testing Prior To Full Market Launch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Prototype: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redesigned product to reduce cost and eliminate poor “signaling cue” feature.

First Production: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redesigned POP and conducted product knowledge training at corporate site and on location.

Development Server: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Controlled launch to evaluate signally cues, pricing, and adjust operations.

First Production: Controlled ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Developed a second type of installation unit and designed a “shorter life” product.

Prototype: Focus Group & Controlled ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Controlled geographic launch underway.

First Production: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementation and results forthcoming.

First Production: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Developed 2 nd generation array and manufacturing and adapted to sell-in cycles.

Prototype: Controlled Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Results forthcoming…

Challenge The Opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mindset: If the alignment is not there, you must be ready to terminate. Product Challenge Idea Alignment? Determine if the original idea matches the actual opportunity you’ve identified in your Market Audit and Business Plan. Is there truly an alignment? If not, modify or terminate. Product Features (Benefits) Consumer Segment Needs Alignment

Market Audit: Challenge The Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mindset: If this is a unique idea, how do I protect it?

Knock Yourself Off ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive knock-offs will come, so prepare yourself. Be realistic, it costs lots of money to protect your idea. Build various defensive barriers along the full consumption chain.

Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ A year from now, if everything went south, what went wrong?”

Testing-Address The Risks Mindset: Use concept testing to eliminate or minimize the defined risks.

Wrap-Up ,[object Object],[object Object],[object Object],[object Object]

Hawkins kaiser module_4

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Hawkins kaiser module_4

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