Every business starts as a hypothesis: "We think this market needs this product/service/innovation/angle."
Through research and experience, you develop a strategy.
If your business has drifted away from its roots, or you're struggling with strategy, here are 10 questions to help you build your go-to-market plan. Each step will help you figure out how to build the capacity to survive in -- and eventually dominate -- your chosen market.
1. Who
is winning in our marketplace, and why?
2. What
are our customers’ most unmet wants and needs?
3. What
are we really, really good at?
4. What
is the intersection point of what we're good at, what’s working now, and what
our customers need most?
5. What
additional insights, skills and resources can we call on from within the
organization to press our advantage?
6. What
additional resources, capabilities and contacts can we draw on within our
personal and business networks to seize
market leadership?
7. Bearing
in mind all these resources, how can we create maximum value for our clients
and prospects in a new way that’s uniquely ours?
8. How
can we test these assumptions in the marketplace this month?
9. Who
will take charge of this initiative? What resources can they draw on?
10 What’s the best way to communicate our new positioning in one or two short, compelling sentences?
Key factors to help you win this battle: Know everything about your customers.
Collaborate.
Add value.
Unleash your imagination.
Move fast.
