The Second Step
After identifying what appears to be a market opportunity, what's the next step? I believe the next step centers around developing the image of the solution to the opportunity. That is, putting the image of the solution into words if you cannot put into words the image of the solution (product), you do not have a true vision of the product. If you don't have a vision, you don't have an opportunity.
This verbal description of the product will be an extremely important paper in the development of the product, the brand and then the introduction of the brand to the public. It has been my experience that many really good ideas end in failure as a result of poor work and in some cases, no work in this important area.
There are some simple steps to help in the transformation from opportunity
to vision to verbal description.
In the very early stages it gives you the opportunity to determine the level of consumer appeal before making a major investment in product development. This early description can be used to determine how the consumer envisions a product aimed at the same consumer need. It can be an early product development tool as well as a market measuring tool.
- First, focus on the consumer need. Remember if there is no consumer need, there is no viable market opportunity. Transform this need into a "Reason for Being" statement such as:
- Clorox's color safe bleach
- Bounty's quicker picker upper
- Ivory's mildness
- Dawn's takes grease out of the way
- Second, describe the product and how it is used. Focus on any uniqueness such as Fab's "just drop in two tablets." The uniqueness can be in the product itself or the process. Another example could be Ivory's "it floats," or Northern Toilet Tissue's "Quilted Texture."
- Third, give the "Reason to Believe" such as Era "contains Active Stain Fighters," Ivory "is 99 44/100% pure," Folger's "it's mountain grown," Bold's "it contains Fabric Softener," etc.
With this description, you can explore how the consumer sees the physical properties of the product, including packaging. The physical properties exploration can and should involve form and aesthetics.
When the verbal description has been optimized, it serves as a position vehicle for concept and use research.
Finally, this verbal description lays the groundwork for promotion and advertising.