If you don’t have a clear answer to the two questions below you will, at best, struggle to get your product into the hands of your perfect customers and, at worst, fail to get your business, product or feature off the ground.
- Who are my customers and what problem am I solving for them?
- How will my product or service succeed in the market where others may have failed or don’t exist?
Below is a link of a completed User Persona template. Download the template at the bottom of this blog to help you answer these two critical questions.
Step 1. Develop A User Persona
Who exactly are your customers and what problem are you solving for them?
What is a User Persona?
A User Persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing market and customers.
The User Persona is the person you are creating your content, products or services for. Below is an brief example of a user persona
What are the benefits of creating a User Persona?
Using a User Persona allows you to humanise marketing and make it more tangible.
It reduces ambiguity, confusion, and gets the whole product development team on the same page.
Creating a detailed User Persona allows for more targeted marketing efforts therefore driving your marketing dollar further.
It allows you to deliver one very tailored message to one specific niche instead of everyone being your customer and no one buy your products.
A User Persona guides you through the Lean Startup build-measure-learn loop quicker and make more informed decisions. This moves you towards a product-market-fit sooner saving your time, money and effort.
How can I create a User Persona?
- If you’re solving a problem for yourself and hope to commercialise it then you are your own perfect customer.
- A great place to look is at your direct competitor’s customers. Reading their customer reviews, social media posts, blog comments is a great way to create a User Persona.
- Looking in major online communities like Quora, Facebook groups, Amazon, Yelp, Udemy, Google Analytics, Google Trends, Facebook Analytics, and YouTube Analytics to name but a few.
Step 2. Identify Your Unique Value Proposition
Alexander Osterwalder wrote a book called Value Proposition Design which goes into great length on everything relating to creating a value proposition. The main question your Unique Value Proposition (UVP) aims to answer is
Another question a UVP aims to answer is
A great template to use when creating your UVP is provided below:
Our [product/service] help(s) [customer segment]who want to [jobs to be done]by [verb]and [verb]unlike [competing value proposition].
A good way to gather information to populate your UVP is to create a feature list of all your direct competitors. Once that has been completed, analyse the data and search for any gaps or unique offerings that can be created. Below is an example of a Competitor Analysis I conducted for the ProofPop project. Other locations you can get ideas of generating a UVP include direct competitor’s reviews, their customer’s comments, their customer’s suggestions, and individuals who have used and written a review blog about their product.