From idea to first sales. Tips for starting a business from successful entrepreneurs. Alexander Semenov
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СКАЧАТЬ path – the actions and emotions of a person at all stages of the product life cycle. Where the customer was happy with the product, where he had problems with the interaction of your product.

      Now, if you superimpose the «product lifecycle» on the «user path», you can be surprised to find the very places of growth of your business where the customer actually had some serious problems with the use of your product or service.

      Task: try to suggest what doubts or problems your customer may have at different stages of using your product or service.

      The answers can be the basis for making marketing decisions

      The consumer matrix is another way to generate a huge number of ideas for your business.

      The client:

      1. Buys the product

      2. Does not buy the product

      It’s obvious. But why the customer buys or does not buy – questions that are more difficult to answer. This is what the consumer matrix is for.

      There are only 3 options for why the customer uses your product (service) or not, and whether they use it at all. These are the reasons:

      Task 1: Find all these six categories of people. Only customers can point out the advantages and disadvantages of your product. People of the first category, ask the question – «Why buy from us?» the arguments of these people will be the basis for communication with those who are still not your client, of two «Why not buy from us?» 3 – «Why buy a substitute product?», 4 – «Why don’t see the value in the product?» – these people will be able to point out the «weaknesses» of your product, of 5 – «Are there Any restrictions?» the answers these people can be the basis for marketing decision making, 6 «In which case the product will be relevant?» As you can see, the quality of the questions determines the quality of the answers. Answers are the basis of communication with potential customers.

      You will have only two types of answers:

      1. Positive

      2. Negative

      Also obvious. If everything is clear with the «positive» ones, then you need to work with the negative ones.

      Task 2: Write down all the positive and negative reviews in a list, and next to each of the negative reviews, five solutions for how to fix these problems. Solving these problems will improve your product, and therefore increase the number of customers.

      Consumer Research

      We have only two opportunities to get feedback from people:

      1. Interview: you ask questions, listen to answers, and take notes.

      2. Observation: see how the customer uses the product, record it.

      Task: to conduct 50 interviews, asking the following questions: «What suits you in the product? What doesn’t suit you? Why?» Structure the information you received from people. After the interview, thank the person and ask: «Can I contact you again?» Very often, people are very actively involved in the research process, and many of them begin to actively follow the development of the product, and are happy to become customers.

      Your task is to «get into the skin» of the client and understand what prevents the client from starting to use the product (service) right now. When you ask questions, you should understand that a person says one thing, thinks another, feels a third, and does a fourth.

      Your main task is to find customers and make deals with them. Therefore, you should know everything about the client: what he breathes, how he lives, with whom he communicates, what he is interested in, what he is not interested in, how he dresses, etc. Remember that customers bring money to the business; they should be the focus.

      THINK LIKE A MARKETER

      How to improve the efficiency of the business model?

      Let’s go back to the Alexander Osterwalder’s template (I hope you filled it out). This model gives us much more opportunities, it can be used as a real analytical tool that allows us to look at our business and understand what it should be.

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