Startup and Innovation Management

Question What type of “MVP” test you will go for your product ?

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“Eyes of Idea” III Test Marketing Baba Gnanakumar



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Test  Test marketing is a tool used by companies to provide marketing insight into the probable market success of a new product or effectiveness of a marketing campaign

Why Test know how your new know what people think of Marketing ? message and brand platform your brand? resonates with your audience? know what people think of your latest campaign? pre-test campaign themes before launch to best optimize for success? understand what visuals are going to drive action?



Types of Test Marketing





Alpha testing Calibration of UV spectrometer

BetaTesting

Beta testing Testing // Demo with User

Case of Bamboo India

Alpha Testing

 Sales Wave Research  Beta Tests

Simulated Test Marketing Beta test

Controlled Test Marketing Beta test

Market Tests Gamma testing













Test Marketing Kia Sonnet







Outputof Test Marketing = MVP

Minimum Viable Product  A minimum viable product is the most rudimentary form factor or feature set that early adopters will use and contribute feedback to during the product development phase.



MVP

MVP





 MVP Approach





Customer  This is essentially an unscripted interview with customers interviews designed to elicit information about the problem your product is trying to solve. These interviews are meant to be exploratory rather than as a sales pitch for your product, functional or otherwise. This process can be continued by listing down the problems you assume your product will solve and then asking what the customer thinks about them as well as how they would rank each problem.

Landing pages  The “Landing Page” is the first page visitors and potential customers come to when they’re led down the funnel towards your product. It’s a marketing opportunity where you can explain your product’s features and have them sign up, but at the same time and for the same reasons, it’s also a great MVP that lets you test your product against real-world market expectations.

A/B Tests are used to test the effectiveness of any changes A/B Tests to your product or marketing. Various analytics tools can be used to test how visitors react to the design decisions you make, eliminating the guesswork when it comes to improving the product. A/B testing allows you to test two versions of the page or marketing copy and let visitor interactions determine which one performs best.







Ad  Perhaps counter intuitively, ad campaigns are a great way of Campaigns running market validation surveys. Google and Facebook are platforms that allow you to drill down demographics to the particular target customer you’re trying to reach, and this lets you run a low-fidelity test to see which features or aspects of your product are most appealing to them. Running a campaign through these services gives you statistics like click-through- rates and conversions which can be valuable information in determining what your product will be and how it will run. These can be combined with A/B tests.

 Crowdfunding websites like Kickstarter and Indiegogo, Fundraising among others, also provide a great platform for running MVP tests. These websites are essentially collections of MVPs where the market response is judged by the interest people show in the form of contributions to the campaigns.

 If a picture is worth a thousand words, then a video demonstrating your products user experience is worth a million. It began with a 3-minute video that demonstrated. The video was targeted to tech-savvy early-adopters appreciated the easter-eggs and humorous references throughout the video itself. Explainer videos