Product discovery and kickoff
Our discovery helps you hypothesize and kickstart iterative testing.
More than 92% startups fail for a variety of related reasons.
Simply put, most startups fail because they don’t seek feedback early enough or not at all. They just keep building for a long time.
Unless you have spent years in an industry, or have worked for a direct competitor or alternative; you need to be validating your unique value proposition as soon as possible.
Discovery helps you build initial hypothesis and run first iteration.
Discovery helps you implement our framework and get you started with the agile mental model where you build little and test often.
In the discovery, we build the first version of your products’s hypothesis, build a validation engine and test it with real users.
Here is how we do it:
Hypothesize the unique value proposition
In this first step, we analyze the problem domain, and the existing competitors or alternatives; and visualize how your product is positioned in the landscape.
Positioning at its core is the space your product or brand will occupy in the minds of your customers. While positioning can be specific to different customer segments and user personas, we try to capture the broader perspective here.
Build user personas and customer segments
Adjacent to the first step, building user personas and segments take your understanding to the next level.
The aim here is to try and visualize the people who will be using your product, and to hypothesize what they will expect from it. Segmenting users helps you with positioning the product and understanding the difference in dynamics among users.
Articulate benefits, value metrics, and features
One key mistake that a lot of founders make is to concentrate too much on features and not enough on benefits or outcomes of the product.
We build list of benefits with jobs to be done based on the user personas identified in the previous step, and then build mapping of different benefits to features. We also identify the value metrics which help with coming up with pricing of the product.
Map user journey from acquisition to referral
We use the AARRR model to visualize the path a user takes from first getting to know about your product, to signing up, getting familiarized with the product and continue using it long term.
In the minimum viable product (typically the second iteration), the focus is on all stages of the journey, but more so on the activation stages.
Create a powerful story and brand
Even in b2b purchases, emotions play a more effective role than objective information. By choosing the right brand personality, tone of voice and brand elements, you have a better chance of achieving the positioning you want.
Activities like moodboarding, writing buying vision and hero stories help you think about how your brand will actually make the customers feel.
Design the first iteration
Typically, your first iteration would be a validation exercise without actually building a product. This is usually done with either a landing page and inviting sign ups; or by showing the product wireframes to users and soliciting feedback.
The goal of validation is to estimate how far off your hypothesis is from the reality. The hypothesis is updated as a result, and you enter the second iteration.
Ready to start building your product?