Where Your New Product
Launches
Less Theory, More Doing
Nail market positioning and launch a new product cost-effectively and quickly by using digital channels not just to sell, but to learn directly from the real market.
The book helps you acquire your first customers and sign up leads quickly. Think real-world setups, digital tools, and tactics to test and understand the market and to generate, capture and leverage demands for a new product.
What You Can Learn From This Book
One guiding principle. One core idea: use digital channels not just to sell, but to learn. The strategies and tactics in this book are built on real-world experiments, not theory. You will find insightful illustrations, key concepts, practical methods, recommendations and examples to help you:
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Understand how to use digital channels as a tool to design and run real market testing to generate signup leads and land first customers quickly and cost-effectively
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Run testing on digital channels and build winning initiatives, including applying the tools that can be targeted to the intent, targeted advertising, and website landing pages, to test and understand your defined market quickly and cost-effectively.
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Setting up an incubator environment that simulates and syncs with the real-world market and collects meaningful signals before a full launch. Apply concepts, techniques, and tactics to generate, leverage, and capture demands for your new product—less theory, more doing.
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Identify your market segments and positioning through testing, optimising, and analysing target segments, messaging and narratives, and pricing strategies.
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Take confident action and drive real performance improvement to land your first important customers by reading signals and attracting the right early customers, whether it is from a branding or action perspective.
Why This Book Matters
Many great ideas fail because they are launched without sufficient learning. Additionally, many new businesses with limited budgets waste their resources on ineffective marketing before identifying their market positioning. The complexities of the market, as well as the practices of existing marketing agencies, often conceal the best ways to utilise digital channels effectively. With the commission-based business model that many agencies follow, their interests may not align with yours when it comes to using your budget wisely to identify market positioning and land your first customers on a limited budget.
The book is to help you avoid those pitfalls, help those who need to know about it, and learn from a real-world market testing early, cheaper, and quicker. Whether you are starting from scratch or refining an existing product, I aim to provide you with a proven system to understand what your market wants and needs, identify your market positioning, and learn how to generate, leverage, and capture demand—before you scale.