Define Your Customer Use Case
I’m going to go over defining a Use Case when finding Product Market Fit. A lot of people talk about their target audience, their Persona, who they want to sell to and where to find them when looking for Product Market Fit. But often they really don’t know much about them. If it’s a B2B, they can go on Linkedin and do a job title or company size search. If they’re running ads on Facebook, they’ll search there and maybe find out their interests. Regardless, they know very little about them which makes everything more difficult.
At Straight Talk, one of our key audiences are startup founders particularly in the software and technology space looking to achieve Product Market Fit then transition into scaling. So we know they have a lot of challenges. Such as:
- How do they know they really have Product Market Fit?
- How do they measure it?
- When are they going to need to raise a seed or preseed?
- Do they have complete control over their website? Usually they don’t.
- Can they create Landing Pages on the fly?
- What type of ads should they run?
- Where should they run them?
- What type of resources should they run?
- How do they minimize the amount of risk they have to take?
The list goes on and on…We know their challenges and understand them because we know that audience inside out. We know their daily challenges & what they have to overcome. You will have to do the same if you’re going to succeed in achieving Product Market Fit and eventually see scalable growth.
The easiest way to demonstrate this is by giving you an example.
To get started, you’ll need to:
- Think about who your target audience is.
- What type of industry are they in?
- Where are you going to find them?
- Ask yourself “Why would they use my product or service?”
It’s that simple but people usually go to a high level and they don’t dive into the weeds. You want to dive into the details, while using very strict parameters. Then what happens is people start branching out and start talking about all these different Use Cases for all the different Personas & different target markets.
What you want to do is create a very strict Persona and strict people within that Persona. Then, dive deep into those specific people’s Use Cases.
Let’s say you’ve done that and your product is an email marketing tool that’s specifically designed for small companies with less than 5 people. (Just take this as a Use Case.) When asked “How do they use it?” They’ll say “Oh, they use it to send newsletters. They use it to reach out to their customers.” The reply will be “Great! You’ve covered it. Onto the next step.” But in reality…what does that even mean? Reach out to their customers? Promote what they do? That means nothing to most people. If that is what they’re using it for then give me specifics.
- Are they using it weekly?
- Is it automated?
- How much is manual?
- Are they sending out deals? If so, what kind of deals?
- Is it an update on how their week went?
- Are they offering specific products or services, depending on the individual?
- Are they doing segmenting?
- Do they even know about any of this stuff?
- If not, then you have to educate them on it.
- How many emails do they send every week?
- How many people do they average on their list?
- How are they adding people to their list?
These are all things you can be asking for within that particular Use Case. You might find out, if it’s a company of 1-5 people that you may be targeting the owner. Which means they probably don’t have a lot of experience in email marketing or best how to leverage it. If that’s the case, let’s start asking for it in your Product Market Fit.
- How can you educate them?
- How can you make them successful whilst using your product?
- What can your product do around email marketing, that’s going to deliver tangible results?
- Maybe you’re going to be targeting people offering products as opposed to services?
- If that’s the case, perhaps you can create a sequence of emails pre-built into the platform people can leverage & it will deliver results for them.
That’s what I mean by “specifics.” You have to understand their viewpoint intimately. Both their strengths and their weaknesses. If they don’t know the best way to use email marketing, you have to be there to solve that problem.
Just like we do here at Straight Talk. people will come to us and ask “What platform should I use to choose an Acquisition Channel?” We’re there to help them solve it.
All of this will then get added to your Persona. I’d encourage you to already have:
- Your target audience
- Type of company they work in
- Job title they have etc etc
Then, take that specific set of criteria and do a deep dive into a Use Case.
- What do you know about them
- What don’t you know about them
When you’ve created that Use Case, put it into your Persona Document.
Then ask yourself honestly:
- Now that we’ve defined this Use Case, Do we really know what these people are struggling with?
- Do we actually solve that pain or do we have more work to do?
The answer will surprise you. Have a go at what we’ve just gone over and I have no doubt that it will help you achieve Product Market Fit.
By Dan Wheatley, Co-Founder
CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth