¿Cómo pruebas y validas tu propuesta de valor y posicionamiento?

Recognizing assumptions is a critical step in validating your business strategies: 1️⃣ List assumed customer needs and preferences driving your value proposition. 2️⃣ Identify beliefs about your market position and competitive advantages. 3️⃣ Acknowledge assumptions about customer behavior and decision-making processes. 4️⃣ Consider potential biases in your understanding of the target audience. 5️⃣ Regularly review and challenge these assumptions to ensure they remain relevant and accurate.

No início da Growth Labs, assumimos que nossos clientes queriam personalização acima de tudo. Era uma suposição lógica em um momento que todo mundo só falava de personalização. Só que ao colocar isso a prova, falando com nossos usuários, ficou claro que esse não era o caminho e que estávamos fora do prumo. Um banho de água fria para ajustar o caminho. As pessoas se importam com aquilo que faz com que elas movam o ponteiro e isso pode vir de uma série de maneiras diferentes, mas o mais importante é FALAR com seus usuários para entender de verdade o que eles pensam sobre o assunto. Uma tese é só uma tese, você precisa validar ela pra fazer sua empresa escalar. Como diria Mike Tyson: "Todo mundo tem um plano até levar o primeiro soco na cara".

Tony Hsieh, the founder of Zappos, once made the assumption that people would buy shoes online. Instead of building a fully-fledged online store, he validated this assumption by taking photos of shoes in local stores and posting them online.

To validate your value proposition and positioning: - Gather feedback from your target audience to understand their needs and perceptions. - Analyze the market to identify competitors and assess how your offering stands out. - Create a prototype or MVP to test your value proposition with a small audience before full-scale implementation. - Conduct A/B tests to compare different messaging or positioning strategies and determine which resonates best. - Continuously refine your value proposition based on insights gained from testing and feedback. - Compare your positioning with competitors to ensure uniqueness and identify areas for improvement. - Track relevant metrics like customer acquisition cost, CRO & customer satisfaction.

✔️To test and validate your value proposition and positioning, it is essential to conduct market research, gather feedback from target customers, and analyze data to determine the effectiveness of your messaging. ✔️You can utilize surveys, interviews, focus groups, and A/B testing to assess how well your value proposition resonates with your audience and how your positioning compares to competitors. ✔️By continuously measuring and refining your strategy based on insights gathered through these methods, you can ensure that your value proposition and positioning are compelling and relevant to your target market.

Testing and validating your value proposition and positioning is crucial. Here's how: Rapid experimentation is key: Don't wait for perfection! Launch low-cost campaigns like A/B testing on landing pages or social media ad copy to see what messaging resonates with your target audience. Track and analyze data relentlessly: Metrics like conversion rates and click-throughs reveal what's working and what's not. Pivot your value proposition based on data insights to constantly refine your approach. Get scrappy and creative: Leverage free or low-cost tools to gather user feedback. Run surveys, host webinars, or even conduct social media polls to understand your audience's needs and tailor your value proposition accordingly.

You can create two different versions of your value proposition or positioning and test to see which one resonates more with your audience. Initially, Buffer tested its value proposition through a simple webpage explaining the product idea and asking users if they were interested. This experiment aided them to validate their assumption before developing the complete product.

I think some detail is useful here: The experiments you choose will depend on where your company is in their journey to product market fit - I've found that in earlier stage companies qualitative methods like in depth interviews are going to be more useful because you don't really know the right questions to ask yet. You may think you do, but feedback from potential customers often changes your perspective. As you progress, you start to refine the exact hypothesis you want to test and can properly design your quant surveys or behavioral analysis like website traffic, etc.

I like to use t-tests to compare outcomes from two experimental conditions. A t-test will let you know if the situations led to significantly different results.

identificar suas suposições é um bom inicio mas muita gente para por aí. A chave aqui é ir além do óbvio e escavar profundamente. Estamos falando de inovação e precisamos pensar grande. Suposições que parecem ser mais seguras podem se provar muito mais arriscadas e vice versa. Aqui na Growth Labs fizemos um teste certa vez que mudava a cor dos coletes de fotógrafos. Isso gerou um crescimento de mais de 8k% de GMV em menos de 9 meses. E continua crescendo até hoje. O ganho real está nos testes absurdos, em coisas que outros não ousaram testar. Desenhe seus testes diferentemente da competição. Experimentos servem pra ganhar o jogo, não pra mudar a cor de um botão.

MVP (Minimum Viable Product): - Build the simplest version of your product with enough features to validate the value proposition. Smoke Tests: - Measure demand for your product or feature before fully building it by creating a simple landing page with your value proposition and seeing if people sign up. Groupon started as a WordPress blog with manually sent PDF vouchers. This simple setup allowed them to validate their unique value proposition without investing in a complicated website or platform.

A framework we use is: 1. Identify what is in disagreement 2. Based on this, what is the impact of this on the business 3. What are the steps for this to happen, how to do it? 4. Resource projection (hours, financial investment, etc.) 5. Projection on scale, if everything goes well, if it is adopted by the entire company, what is the return on this? 6. What do we need to do to validate this now? 6.1. What metrics will you measure if you are being efficient?

Pra mim, o sucesso na execução dos experimentos está na capacidade de ser implacavelmente rápido e iterativo. Em vez de esperar por resultados perfeitos, faça MVP's em paralelo, teste as diferentes propostas de valor ao mesmo tempo. Quanto mais você testa em paralelo, mais rápido você entende o que funciona ou não. Claro, você tem que acompanhar rigorosamente cada teste, mas a agilidade e a velocidade são as suas armas secretas aqui!

Use Google Analytics, Mixpanel, or any data analytics tools to monitor and analyze the results of your experiments. Determine at which stage visitors convert, drop off or fail to achieve the set objectives. Using data analytics and funnel analysis, Shopify found that a free trial without requiring credit card information resulted in a higher number of subscriptions. They optimized their registration process accordingly.

The main challenge I've seen is that people in growth or product marketing roles are often data savvy in the sense that they understand relevant industry metrics - CLTV, Acq Cost, ROAS, ROI - but they are not data scientists. There's almost always a limitation of different systems not speaking to one another. If you don't know SQL and can't join data together from diverse sources, you end up making assumptions which are prone to bias.

muita gente fica obcecada pelas métricas mais específicas sem entender o contexto por trás delas. Se você consegue humanizar os dados ao invés de olhar só pros números, consegue entender o motivo, o porque e o como por trás de cada resultado. Se uma campanha teve baixa conversão, ao invés de rotular ela como fracasso, investigue o comportamento do usuário, converse com ele e entenda a sua jornada por completo. O verdadeiro aprendizado vem quando você tem empatia pelo seu usuário.

Pivot Frameworks you can use: Zoom-in pivot, customer segment pivot, and platform pivot. Twitter: Originally a podcast platform called Odeo, they pivoted to a microblogging platform after Apple incorporated podcasting into iTunes, making Odeo irrelevant.

Depending on the result, you can decline or improve the tests for the next improvement cycles. The easiest way to do this is if the results are sufficient as expected, and the resources spent are as planned.

Antes que vc me pergunte, pivotar não é sinal de fracasso e sim de inteligência. Quando uma suposição não se valida, descartar o que não funciona e abraçar o que tem de potencial é sua melhor jogada. Pensa nisso como um ajuste fino. Até a gente aqui na Growth Labs já pivotou (e vamos continuar pivotando) porque o mercado muda, o consumidor muda, as condições mudam e por incrível que pareça, até os processos e metodologias evoluem. Então, abrace a mudança como se não existisse amanhã!

The overarching principle is Customer Validation, which is achieved through: A. User/Customer Interviews B. Surveys and Questionnaires C. Focus Groups D. Ongoing Customer Feedback Loops --- Some forward-thinking approaches would be: 1. Virtual and Augmented Reality (VR/AR) Prototyping for immersive experiences 2. Neuro-Marketing and Biometrics (e.g. eye-tracking, heart rate, galvanic skin response) to understand subconscious user/customer reactions. 3. AI-Driven Predictive Analytics utilizing market trends and shifts by analysing vast datasets. --- Embracing these forward-thinking approaches will not only enhance market fit but also position the brand as a leader in innovation and customer-centricity.

Considera o fator "tempo" como o mais importante. Validar sua proposta de valor e seu posicionamento é como plantar uma árvore, precisa ser cuidada com atenção. Se as raízes estiverem fortes, ela cresce rápido, caso contrário, periga até de cair. Invista o tempo que precisar pra testar, validar e solidificar seu posicionamento antes de tentar crescer exponencialmente.