4 Right questions to ask before you take your product/service to the market.

Let us imagine a SCENARIO.

It's a relaxing Sunday afternoon.

After so many days of tirelessly working on your dream startup project, you are now ready to take it to the next step.

You have now your product/service ready for the market. It has got all the necessary features that your customer would want. You are very confident about your offering and expecting that it will drop a bomb in the market. You feel happy about that. You carry a big smile.

Happily, you decide to go for a quick nap before you meet Anurag, your co-founder. You are about to take a nap but suddenly, you think of something.

"What if I am all wrong about my product/service? What if the market rejects my offering? Am I even solving a real problem? Am I connecting with the right target segment? Will my product/service survive the market competition?"

You wake up sweating profusely. You speed-dial Anurag.

Let us break it down for you to avoid this kind of scenario for your startup.

-Here is your customer.

-Here is your competitor.

-Your customer and your competitor have a great bonding.

-Your customer is already using your competitor's product/service.

-And your customer has a habit of using your competitor's product/service and (s)he quite likes them.

Now ask these 4 questions to yourself before you take your product/service to the market:

1. What are you offering to change this habit?

2. Why would your customer ditch his/her habit for you?

3. What value proposition will you give to make the switch and also to stick to you for long enough and be your advocate?

4. What is your competitor not providing to your customer that you will?

Once you have done that, you might face a next challenge. "What would be my right COMMUNICATION STRATEGY?"

[A]. The key idea to get the right communication strategy is that if you want to sell something to people, try making it desirable to the people.

Put your product/service under some category. Just like iPhone comes under the best smartphone, Volvo comes under the safest car, Hyderabad the smartest city, and so on. You get the drift, right?

This gives a push to the customer to come and connect with your product/service.

[B]. Moreover, people sometimes are not actually looking for your services or may not be even aware of their problem (that you are trying to solve in the first place).

So what you do here is that you provide* them with such content that they would want to see. It may not be related to your product/service but it will be relevant to your customer. And if your customers like your content and engage with your content, they will find your product/service naturally and it will be a strong contender for their final purchase decision.

* Giving them entertainment and in return nudge them to see our products/services.

[C]. It is said that one should focus on their target customer. Although it is definitely right, it is also true that we certainly can never really reach 100% of our target segment.

So in that case it is also desirable to focus on our non-target customers and provide them with some doses of viral, share-worthy entertainment. In this way, our non-target customers would help us to increase our reach to our target customers who might actually need our product/service.

Create content that your audience wants to see, not what you want to show them.

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Peace.