Everybody loves shiny new things. And, in business, we really love thinking about shiny new things. New things are exciting. And new things are, well, new. And if we come with a new shiney and we are excited about it, we reason we must be onto something. That is, if we are excited by this new shiny idea, surely other people will too. And there are 8 Billion people in the world that could get exciting. And if we got just 1% of them… the potential is huge for our new shiney idea. It can’t fail.
And this is a problem.
We’re so excited that we are sure that everybody else will be too. We confuse our feelings of excitement about the new, with an actual estimation of its potential. No matter the brilliance of your new business idea or product, you really have to make sure that it’s actually compelling.
And even if everybody in the room isn’t quite convinced of its wonderful newness and potential, they will probably keep that to themselves because, well, the boss really likes this new shiny idea. And the boss is, well, the boss.
This is what you are trying to do in the valuation proposition design phase of your new product development. In this phase, your team works to identify the unique value proposition of the product they are developing, which involves understanding the target market, the problem the product solves, and how it differentiates itself from competitors. Here’s what you need to know about this critical phase of product development.
What is involved in the valuation proposition design phase?
The valuation proposition design phase is a critical part of the product development process. It involves a deep dive into the market, competition, and potential customers to identify the unique value proposition of the product. This process includes:
- Market research: To understand the market, you need to conduct research to identify the size of the market, trends, and potential competitors.
- Competitor analysis: Analyzing your competitors to identify their strengths, weaknesses, and opportunities can help you develop a product that differentiates itself.
- Customer research: To create a product that resonates with customers, you need to understand their needs and preferences.
- Unique value proposition: Based on the research conducted, the team should identify the product’s unique value proposition that differentiates it from competitors.
What are the outcomes of the valuation proposition design phase?
The outcome of this phase is a clear and concise value proposition that articulates why customers should choose your product over competitors. A strong value proposition is critical to success, as it helps to communicate the product’s benefits to potential customers and investors. A well-crafted value proposition can also help guide the product development process, ensuring that the team is working towards creating a product that resonates with the target market.
What sometimes goes wrong?
One of the most common mistakes made in the valuation proposition design phase is failing to conduct adequate research. Without a thorough understanding of the market, competitors, and potential customers, it’s challenging to create a value proposition that resonates. Another mistake is not focusing on a specific target market. Trying to appeal to too broad of an audience can lead to a diluted value proposition that fails to resonate with anyone.
What are the implications for your innovation if you miss this step?
Skipping the valuation proposition design phase can have significant implications for your innovation. Without a clear value proposition, it’s challenging to create a product that resonates with potential customers. This can lead to a lack of interest in the product, low sales, and ultimately, failure. Additionally, a lack of a clear value proposition can make it challenging to secure investors or secure funding, as investors want to see a clear and concise plan for how the product will succeed in the market.
In conclusion, the valuation proposition design phase is a critical step in the product development process. It helps to identify the unique value proposition of the product, ensuring that it differentiates itself from competitors and resonates with potential customers. Skipping this step can have significant implications for your innovation, making it essential to dedicate the time and resources needed to conduct thorough research and create a compelling value proposition.