How do you do pre-launch validation(or perhaps marketing)?
Hi, I'm Rik and I have been making products that nobody uses. I want to stop doing that.
I've decided to stop jumping in and coding up projects in the blind without making sure that what I'm working on is actually needed, and to make sure that those who'd benefit from it would actually know about it when it launches.
I'm going to start focusing on learning marketing, promotion, product validation and expanding my network. I'll be documenting my progress here in a succinct and to-the-point way, and then a longer elaborated version on my blog(https://www.riknieu.com/i-dont-know-anything-about-marketing/).
I want to do this in public because I hope it would induce a form of accountability that will help me when my motivation inevitably wanes, and I hope that some of you might help me out with useful tips and suggestions too. So if you have thing to share, please let me know! I'm just stumbling around here hoping that I'll eventually find my way.
I also hope to help any other lost souls like me see the light(if I can get this fire started properly) and give back to the community that way.
So with all that said, let me jump in.
Why I've been failing
My projects(and I'm guessing some of yours) have been failing because of a mixture 4 main issues;
These are the things that I'd need to be mastering and improving on.
What I'll be doing
I'll be taking a systematic approach of information gathering, followed by finding examples to shape into case studies related to what I've learned. Then I'll attempt to formalise the results in some sort of knowledge nugget or strategy that I'll be testing, to measure its effectiveness.
These tests will be practical in nature, with measurable results for us to see how things went.
My framework of enquiry - the Marketing Mix
Investopedia defines marketing as the things a company does to promote the buying and selling of their products.
Product refers to an item or items the business plans to offer to customers. The product should seek to fulfill an absence in the market, or fulfill consumer demand for a greater amount of a product already available. Before they can prepare an appropriate campaign, marketers need to understand what product is being sold, how it stands out from its competitors, whether the product can also be paired with a secondary product or product line, and whether there are substitute products in the market.
Price refers to how much the company will sell the product for. When establishing a price, companies must consider the unit cost price, marketing costs, and distribution expenses. Companies must also consider the price of competing products in the marketplace and whether their proposed price point is sufficient to represent a reasonable alternative for consumers.
Place refers to the distribution of the product. Key considerations include whether the company will sell the product through a physical storefront, online, or through both distribution channels. When it's sold in a storefront, what kind of physical product placement does it get? When it's sold online, what kind of digital product placement does it get?
Promotion, the fourth P, is the integrated marketing communications campaign. Promotion includes a variety of activities such as advertising, selling, sales promotions, public relations, direct marketing, sponsorship, and guerrilla marketing.
I will be reversing this list for my purposes however, it'd be too tempting to just jump in and get stuck on the Product side of things again. No, I'd rather start by focusing on the things I think I suck at most, and conveniently it seems to follow the list above in reverse.
I'll also be going against pushing my comfort levels by contacting the owners of the products I use in my case studies to see if they're willing to give some extra information.
If some of you have products that may qualify and would be willing to humor me for the good of the community, please let me know.
I want to impose some constraints on my enquiries in order to focus it down to my needs a bit more.
I hope this might be of value to some of you.