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The Problem

List all of your customer's problems

  • Hiring developers
  • Managing developers
  • Retaining developers
  • Delivering on schedule
  • Designing the product right
  • Building the right product
  • Preventing bugs from hitting production
  • Communicating within the organization
  • Continuity when senior talent leaves

Isolate the three main problems

  • Building the right product
  • Hiring developers
  • Communicating within the organization

Isolate the biggest problem

  • Building the right product

The Solution

  • Isolate the solution that solves the biggest problem. - We'll make sure that you're building the product that most directly solves your business problem.

  • Is your "solution statement" the mirror-image of the "problem statement?"

  • Have you audited your communication to check that the solution doesn't pop-up first? (It comes AFTER the prbolem)

The Target Profile

  • Who is your target audience? What is the demographic?

Target audience: Target demographic:

  • Now choose three people from that demographic as your target profiles.
  • Narrow it down to one person.
  • Speak to that person and get a list of problems (with regard to a product/service).
  • Choose one problem and expand it
  • Use that very same person to get feedback (so be aware that what you hear and what are saying may be different).

The Trigger

  • List your target profile.
  • List the main problem.
  • List the main solution.
  • Now test the trigger. Do you get the response: "What do you mean by that?" or "How do you do that?" If not, you need to rework your trigger. Start from the top again.

Biggest Objection

  • Brainstorm all the possible objections to your product or service.
  • Now list all the answers to all the objections.
  • List the biggest objection and the answer.

Testimonials

Step 1: Get the testimonials

  1. What was the obstacle that would have prevented you from buying this product/service?

  2. What did you find as a result of buying this product/service?

  3. What specific feature did you like most about this product/service?

  4. What would be three other benefits about this product/service?

  5. Would you recommend this product/service? If so, why?

  6. Is there anything you'd like to add?

Step 2: Link the testimonials to each objection.

Obection 1:

Testimonial:

Objection 2:

Testimonial:

Objection 3:

Testimonial:

Objection 4:

Testimonial:

Risk Reversal

  • Identify the obvious risk.
  • Identify the hidden risk.
  • Decide on your risk reversal
  • Name the risk reversal for your product/service.
  • Product/Service 1:
  • Risk Reversal:
  • Product/Service 2:
  • Risk Reversal:
  • Product/Service 3:
  • Risk Reversal:

Your Uniqueness

  • Write down what you want to do in your business that's different from everyone else?
  • List all the factors that could make your business unique.
  • Use "Weighted Ranking" to decide
  • Now list only one factor that is going to be your point of uniqueness.
  • Flesh out the uniqueness to create more clarity.
  • Does your uniqueness solve a problem for a specific audience?
  • Test your uniquenes to see that it is really unique.
  • List how you are going to propogate your uniuqeness

Website: Brochure: Promotional Material: Business Card: Other: