After explaining the decision-making bases for commercializing an innovation within your company in our last article, we now show you how Strategeex software can help you in this process.
In the course of your innovation process, you've selected the projects with the greatest potential, based on the various studies you've carried out in your analysis phase. If you've used Strategeex, you've used the SELECT and SCOPE modules.
To enter the project marketing phase, you switch to another module, EXPLORE.
EXPLORE gives you another perspective on your project. With this module, you'll enter an exploratory phase that will help you to analyze in depth. The aim is to get down to the nitty-gritty and examine the project in detail, so you can make the right decisions.
By using EXPLORE for your project marketing, you'll be able to frame the various aspects surrounding your project, but also anticipate the potential risks involved in marketing it.
Your project's Value Proposition
The first step in using EXPLORE is to determine your Value Proposition as precisely as possible.
As a reminder, the Value Proposition of your project is your selling point to your prospect.
It must respond to a need expressed by your customer, and show him how you will implement a response to this need.
When using Strategeex, you first need to fill in the general Canvas associated with your project.
It's important to lay the foundations of your project so that you can determine the specifics of your Value Proposition.
In the software, the use of EXPLORE is represented by the opening of Exploratory Canvases, which allow you to enter into the details of all the boxes of your project Canvas.
Here, we're going to open an Exploratory Canvas in the Value Proposition category. The little magnifying glass is the button that lets you access it.
To get into the details of your Value Prop, you need to look at three aspects:
Your Value Proposition and what it answers
Your personas and their pains and gains
The benefits of your product or service
Thanks to the Canvas configuration, you'll be able to think about these questions in detail and in a collaborative way.
Depending on your projects and needs, you can develop one or more Value Propositions.
Once your Value Proposition has been substantiated, you'll need to put it into action to validate it with the personas you've identified. This is the second phase.
The consumer's voice against your Value Proposition
To challenge your Value Proposition, the use of Voice of Customer or VOC is essential.
VOC will enable you to prioritize value propositions with an analysis and measurement system.
With EXPLORE, analyses specially designed for VOC are at your disposal.
Following your interviews with your personas, you'll gather various types of information that you'll enter into the designated questionnaires.
You'll find 5 questionnaires covering :
1. General information on Value Proposition
With this questionnaire, you'll ask your persona about their opinion of the Value Proposition, to compare it with their needs.
2. Discovering the prospect
Once you've established their expectations, you'll turn your attention to the prospect as a professional within their company. This will enable you to see if the persona you've imagined is in line with the persona in reality.
3. Discovering the company
Once you've learned enough about the persona as a person, you're going to turn your attention to its organization. This is an important aspect, as it has an impact not only on the customer journey, but also on the way you approach your marketing.
4. Decision-making circuit
Within the Value Proposition framework, the decision-making circuit is held by 4 categories of Early Adopters.
Early adopters are a type of customer, in innovation, who are ahead of the market. They represent that part of the consumer base that has a more advanced interest in the product, and who inform themselves before a launch, for example. They are the opposite of late adopters, who are waiting for the product to come to market and for feedback from consumers who have already used the product.
Early adopters are motivated by passion and a unique bond with the brand and its world.
This analysis will help you determine which role your persona best fits into.
To finish your Value Proposition analysis, you'll perform a market analysis, which will enable you to assess the potential financial situation of your project.
This step will then enable you to move on to the competitive market analysis.
The competitive environment versus your VOC
As with the VOC, you'll have questionnaires at your disposal to help you analyze the decision-making parameters of your Value Proposition.
To find out more about your market, you will first analyze your Value Proposition by comparing it with those of your competitors, using two different questionnaires:
Then you'll take a closer look at your competitors' structures and products.
Now that you've completed your factual analysis phase, you can analyze the reality of your Value Proposition, your personas and your competitors, using matrices based on the data you've collected.
This is the final stage in your decision-making process. The most important matrices for decision-making are :
The importance & urgency matrix
This matrix will enable you to see which Value Proposition is the most important in relation to your market segment and target prospects.
The competitors performance on the VP matrix
This matrix enables you to analyze your competitors' weaknesses in relation to their Value Proposition and yours. To help you stand out from the crowd, this matrix highlights the differences in Value Proposition and the similarities and deviations in each.
The dissatisfaction matrix (VP rador and VP synthesis)
This matrix enables you to highlight the different aspects in which the persona has established a lack or need.
It's an interesting piece of data that will help you support your Value Proposition, or on the contrary, create a new one more in line with the persona's demand.
So now you have all the keys you need to bring your marketing strategy to fruition with the right methods.
To help you use EXPLORE and carry out your analyses, the Strategeex team will support you with its experts, as well as through its Academy training platform, to help you bring your marketing projects to fruition.
As the process is personalized, a multitude of details are added to an in-depth explanation of the module. For more information, particularly on how to set up your own business, please contact one of our experts.