Finding if main assumption is right – Learning Launch

Challenge

A group of friends and I have come together to create a website that provides customers SEO  services for their personal websites and business accounts on different social media. Within the  team we have Full Stack Developers, Marketing Analyst Experts, Finance and Salespeople. We  already have developed the core functionalities of the platform, SEO leads procedures and a  business plan and we are almost ready to launch the company with the website. But we still have  not defined WHO will be our target audience, and which will be our minimum viable audience to  proceed our business activities. We have some assumptions about our clients are going to be  middle size companies so we think it will be a B2B company. Still we have to find out if this is the  case.

Selection

The website has already been launched as a beta, so our team already has some data about  clients visits and interaction with our website. Since we do not know yet who will be our main target,  we have decided to use the Learning Launch Tool to try different customer segments and see  which of them fits best with our value proposition.

Application

For the process of finding out WHO is this target we are aiming, the company has developed the  beta version of the platform, also known as the MVP (minimum viable product), this one does not  contain all the features we have come up with, just the ones that contains the core functionalities to  test if our assumptions are right.

Since we have Marketing Analysts experts, we have divided the visitor in many groups dividing  them between the time they spend online, the device they are using, the interactions they have with  us. And finally, when do they leave the site.

After finding out that the traffic online was big enough to validate the MVP, we proceeded to add  progressively the other features by the A/B Testing method. After that we have come up that the  customers that were more satisfied with all the features, after adjusting some that were not desired,  we have come to the conclusion that our customer target where mid-size companies that wanted to  know how did they score at SEO qualifications compared with their competition.

During all this process we have been using the Lean approach to validate the assumptions and  create new ones, to validate knowledge fast and cheap.

Insight

By applying the Learning Launch Tool in combination with A/B Testing and the Lean Methodology,  we have come up with the team that there where many features that we considered as valuable, but  the customers didn’t want at all. In this case we had to do a pivot on our strategy to adjust the  desired features and functionalities but at the same time aligning all the already existing validated  knowledge with the website. We where also very grateful we have applied this tool and method  because we could have gone to the public with many errors on our assumptions having big loses in

profit and killing the business in an early stage. Therefore this iterative process worked for us in  every stage of the creation of the platform.

Approach:

Due that this process (Learning Launch Tool) has been very well adopted by my team we will  certainly use it again in future project, nevertheless one aspect where we have failed on the  execution of the tool was that we did not have well defined the timing and the stages of this creation  of knowledge. For the next time we will come up with an elaborated schedule and standardize the  knowledge registration procedures to simplify the data analysis.


Finding if main assumption is right – Learning Launch Challenge A group of friends and I have come together to create a website that provides customers SEO services for their personal websites and business accounts on different social media . Within the team we have Full Stack Developers , Marketing Analyst Experts , Finance and Salespeople . We already have developed the core functionalities of the platform , SEO leads procedures and a business plan and we are almost ready to launch the company with the website . But we still have not defined WHO will be our target audience , and which will be our minimum viable audience to proceed our business activities . We have some assumptions about our clients are going to be middle size companies so we think it will be a B2B company . Still we have to find out if this is the case . Selection The website has already been launched as a beta , so our team already has some data about clients visits and interaction with our website . Since we do not know yet who will be our main target , we have decided to use the Learning Launch Tool to try different customer segments and see which of them fits best with our value proposition . Application For the process of finding out WHO is this target we are aiming , the company has developed the beta version of the platform , also known as the MVP ( minimum viable product ) , this one does not contain all the features we have come up with , just the ones that contains the core functionalities to test if our assumptions are right . Since we have Marketing Analysts experts , we have divided the visitor in many groups dividing them between the time they spend online , the device they are using , the interactions they have with us . And finally , when do they leave the site . After finding out that the traffic online was big enough to validate the MVP , we proceeded to add progressively the other features by the A / B Testing method . After that we have come up that the customers that were more satisfied with all the features , after adjusting some that were not desired , we have come to the conclusion that our customer target where mid - size companies that wanted to know how did they score at SEO qualifications compared with their competition . During all this process we have been using the Lean approach to validate the assumptions and create new ones , to validate knowledge fast and cheap . Insight By applying the Learning Launch Tool in combination with A / B Testing and the Lean Methodology , we have come up with the team that there where many features that we considered as valuable , but the customers did n’t want at all . In this case we had to do a pivot on our strategy to adjust the desired features and functionalities but at the same time aligning all the already existing validated knowledge with the website . We where also very grateful we have applied this tool and method because we could have gone to the public with many errors on our assumptions having big loses in profit and killing the business in an early stage . Therefore this iterative process worked for us in every stage of the creation of the platform . Approach : Due that this process ( Learning Launch Tool ) has been very well adopted by my team we will certainly use it again in future project , nevertheless one aspect where we have failed on the execution of the tool was that we did not have well defined the timing and the stages of this creation of knowledge . For the next time we will come up with an elaborated schedule and standardize the knowledge registration procedures to simplify the data analysis .