Identify who is the target audience/customer; develop a persona an ID representing that specific customer.
- Who is the target audience/customer?
- Look for some of the possible solutions that already exist
- How is your solution being different and would create more value for this persona customer?
- Prepare a list of discovery interviews for the target customer and develop & customize the product/app according to their identified needs.
Target customer
As you continue to explore the development of your product, you need to begin identifying the target customer that would benefit from your new product concept. Your team may decide to create:
Personas – which can be a very useful tool in describing a potential customer. If you decide to use personas, you will want to develop three well developed personas. See an example on Page 32 of the Lean Playbook. You may start with a rough idea of a persona and then as you conduct your customer discovery interviews, you can add in additional layers of detail.
You may create a Target Market Segmentation using Demographic Segmentation, Behavioral Segmentation, Needs Based Segmentation. Be sure to include any assumptions you are making.
List the customer needs that the team believes will be addressed by delivering YOUR product.
Forming a Hypothesis About Your Target Customer
As you begin thinking about your product, you need to identify a target customer. One of the ways in which organizations do this is by creating a hypothesis around their target customer. Uber is an example used in The Lean Product Playbook. Uber hypothesized that their target customer would be people who wanted more competitive pricing than cabs, who wanted the price to be known proactively prior to getting in the car, and who could give feedback once the ride was complete. Based upon the Uber example, who would be your target customer and why?
Customer Benefit Table
Lastly using the table example on page 41 of the Lean Product Playbook, create a detailed list of 8-10 Customer Benefits that your product would intend to deliver to the marketplace based upon your discovery interviews.
Remember we are talking about benefits here and not specific features. A great article on this topic can be found at:
Requirements: 8-10 Customer Benefits
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