I believe the priority function of operations team is conducting minimum viable product trials (or value hypothesis test from the backward direction) with maximum efficiency. I analyze a single value hypothesis from 3 perspectives:
- Demands, 2. Solutions, 3. Business Model.
And divide them into 7 elements:
1.1 User Segments, 1.2 User Demands, 1.3 USP,
2.1 Solutions & Alternatives,
3.1 Returns, 3.2 Costs, 3.3 Key Indicators.
And then conduct control variables test on each parameters of 3.3 Key Indicators to gather information that we can use to optimize the overall strategy in terms of product, sales, and marketing.
In terms of sales, systemically apply:
- Lower the resistance,
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- Enlarge the motivation, and
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- Discover the "Call to action" points
from 3 perspectives (Features, Advantages, Benefits) are important to form and optimize the sales model.
In addition, we can also apply 4 driving forces and 6 influences onto the system, and again, conduct the control variables tests.
Once the model is applied, for selling services like brokerage, especially when the market is completely competitive, the only strategy is that when a customer reminds the demand, make sure that he or she rings your bell first, and always be prepared for it.
As if we form a solid Operations and Sales system, it is the time to start “Growth Hypothesis” tests. However, I’ve always been keeping a conservative attitude towards marketing practices. I would like to apply only two elements (1. Traffic Channels, and 2. Barries) and 2 targets (ROI, and coefficient k = share ratio * conversion ratio).
In terms of parameters for Marketing activity, it varies from project to project, team shall be fully prepared form the experience in “Value Hypothesis testings” before leveraging the test results.
