Created by Jess Petrella, pmmops.com
Align your team with what you are all striving for.
It can be a small, incremental change in one of your metrics.
It can be a big bold message you want to test on a new audience.
It can be concrete revenue, adoption, or other KPI target.
|Audience||Characteristics||Use Cases||Opportunity||Potential Outcome|
|Title/name||ie. location, job title, industry, skill set, years of experience, team size, company size, ect.||Partner with product to define differentiated use cases for specific audience types.||ie. market signals, customer feedback, competitive space, or data that supports the outlined opportunity||ie. Revenue, sign ups, adoption rate (you should be able to link this to a launch goal)|
Define the unique benefits, features, and value props for your target audience(s) based on solving their pain points.
|A Value||B Value||C Value||D Value|
|Pain||Walk a day in your customer’s shoes and you’ll feel the ups and downs they feel when trying to get their job done.|
Defining their pain points in concise statements allows you to focus on the problem that your product is solving.
Just be sure that your point of view is empathetic and free from bias. These pain points should represent your target audience. | | | | | Gain | Now that you’ve identified distinct customer problems, you can dig into how your product or feature helps them.
Attaching a specific gain in value to a specific pain point allows you to break up the unique value of your product offering.
Think about your product or feature as a remedy to their troubles. What do they unlock, receive, or gain from when they use your product or feature? | | | | | Feature/Benefit(s) | Here’s where you connect this with the tangible utility of your product, feature, or feature set.
Highlight the specific feature functionality. What is it called? What does it allow the user to do?
There can be more than one benefit attached to a Pain/Gain. | | | | | Value Prop | Now that you’ve identified the customer's pains and gains, and determined which features deliver value, it’s time to craft a value proposition.
A good value prop will be both informative and convincing. Tell your audience, in one sentence, what they will get.
Start a sentence “If you use our product, you will receive: ______” What follows is your value prop. | | | |