Problem Solution Unique Value Unfair Customer

What problems are people How will you solve these Proposition Advantage Segments
facing? List their top 3 problems? Write down a How will you turn an What separates you from Create 3 to 4 personas of the
frustrations. solution for each problem. unaware visitor into an competitors? What makes people you can help.
interested customer? Create you ahead of the pack? Visualize these people who
a clear and compelling one- will turn to you for solutions.
liner message you want to
send across.

Existing Key Metrics High Level Channels Early Adopters

Alternatives How will you measure the Concept How will you reach your What are the specific
success of your product or target consumers? Direct characteristics of your early
How are these problems How does your product or
service? List the key metrics. marketing, social media, adopters?
solved today? This can be a service fit into the grand
direct competitor to what you scheme of things? ads, partnerships —
are offering or the existing identify the effective ways
ways people are employing to reach them.
to address their problems.

Cost Structure Revenue Streams

What are the fixed and variable costs to launch your product or service? Consider What money sources will grow your money? How will you generate income? Show
the cost at each stage from setting up a website, hiring employees, production, a pricing model of your product or service and include other revenue sources, such
marketing, and bringing them to consumers. as sales and subscription fees.
SWOT Strengths
What advantages does your company have? What do you do

Analysis
better than anyone else? What are your unique selling points?

Weaknesses
Find Your Competitive What areas can you improve on? What does your company lack?
Position with a SWOT What things do your competitors do better than you?

Analysis

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Opportunities
What changes in technology, policies, and social patterns can be
a growth opportunity for the company?

A SWOT analysis maps out your company’s path

Threats
towards your goals by identifying strengths and
weaknesses (internal attributes) and opportunities
and threats (external conditions). Uncover your What are the obstacles to your company’s growth? Who are your
company's competitive position with these guiding competitors? What changing factors can threaten your
questions. Use the blank framework on the next page company's position?
to start filling out your own SWOT analysis.
Funnel Chart
Visualize Your Company's Weak
Points with a Pirate Funnel

The Pirate Funnel is a customer-lifecycle framework by

Dave McClure that shows what you need to focus on to
optimize your marketing funnel. It is called a Pirate Funnel
because the first letters spell out AAARRR for Awareness,
Acquisition, Activation, Retention, Referral, and Revenue.
Use the blank framework on the next page to start filling out
your own pirate metrics. YOUR COMPANY NAME
 Awareness
How will you introduce your company to your potential customers? Examples:
impressions, click-through rate, visits, and social media metrics.

Where are your potential customers coming from? What channel is driving the most
Acquisition valuable traffic for your company? Examples: new leads, email subscribers, resource
downloads, support and sales chats.

How will your potential customers try your product or service for the first time? How will
Activation you make them realize the true value of your product or service? Examples: new trial
signups, product sales, activation after app download.

Retention
How many of your customers are you retaining? Why are you losing others? Examples:
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customer acquisition rate and customer churn rate.

Revenue
How can you increase revenue? What’s your monetization plan? Examples: customer
acquisition cost and customer lifetime value.

How can you turn your customers into advocates? What’s your systematic process to
Referral generate referrals consistently? Examples: Net Promoter Score, referrals, and social
shares.
4Ps of
Marketing
Position Your Product or Service
with the 4Ps of Marketing

The 4Ps of Marketing illustrates how product, price, place,

and promotion work together when a product or service is
launched to customers. It is created by Neil Borden in the
1950s to demonstrate the ways companies use advertising
and marketing techniques to convert potential buyers into
actual customers. Use the blank framework on the next
page to start filling out your own 4Ps of Marketing.
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Product Price

Brand Product refers to the good or service you Price Price is what customers pay for a product
Features are offering to customers. What needs Discounts or service and it takes into account the
Packaging does this product fulfil? What frustrations Bundling deals cost of production. What is the value of
does it address? What makes it Credit terms the product or service to customers? Are
compelling to customers such that they there established price points for this
will believe they need to have it? product or service in the market? How
will this price compare with competitors?

Promotion Place

Ads Promotion is how you will get the word Stores Place refers to how and where your
PR out about your product or service to your Website customers will look to see your product or
Social Media target customers. It includes advertising, Online service. It also considers how you will
EmailSearch public relations, and promotional Marketplace deliver the product or service to them.
Engine strategies. Will it be in a physical store or online?
Video What will be the distribution channels?
Product-Market
Establish Your Product's Appeal with
a Product-Market Fit Pyramid

Product-Market fit is a concept coined Marc Andreessen and

refers to your start-up being in a good market with a product that
can satisfy that market. Finding Product-Market fit is the
difference between struggling to find customers and having them
knocking down your door for your product. This framework will
help you identify target customers and their underserved needs
and test and change your key market hypotheses to arrive at
product-market fit. Use the blank framework on the next page to
start filling out your own Product-Market Fit Pyramid. YOUR COMPANY NAME
 1. Identify your target customer.
Use market segmentation and create personas to get a picture of the people
you are targeting. No need to be precise. A high-level hypothesis is enough
UX to start testing, and revise as you go.

2.Know “undeserved” needs

Feature Set
What needs do they have that are adequately met?

3. Define your value proposition

How you will meet your customers needs better than your competitors? Of all

Value Proposition
the needs you can address with your product, which ones will you focus on?

4. State your MVP feature set

Build only what is needed to create enough value for your target customers
Product-Market Fit to validate the direction of your product.

5. Make your MVP prototype

Create a version of your product to test your MVP hypotheses with your
Underserved Needs customers. Apply user experience principles to receive feedback and to bring
your feature set to life for your customers.

6. Test it out to your customers

Target Customer Ensure you are testing with your target market so feedback received will help
iterate your product in the right direction. Making your test group answer a
survey is a great way to ensure they possess the attributes of your target
customer.
Marketing
Funnel
Know the Stages of the Customer
Journey with a Marketing Funnel

A Marketing Funnel maps your company’s marketing activities at

each stage of the customer journey. It starts with making your
target audience aware of your solution, then guiding them
through an evaluation process and finally leading them to make a
purchase. The goal is to create a system, which is measurable at
every level of the journey. Use the blank framework on the next
page to start filling out your own marketing funnel. YOUR COMPANY NAME
TOFU (Top of the Funnel) Social media post and ads
Email marketing
Promotional video
Activities that facilitate awarenessMake your target audience

Press Release
aware of the problem you’re addressing and how you’re
solving it

MOFU (Middle of the Funnel) Discounts

Exclusive offers
Free trialEvent
Activities that facilitate evaluationConvert those who are
aware into leads

BOFU (Bottom of the Funnel) DemoFeedback

Success stories
Comparison sheets
Activities that facilitate conversionGuide the leads in making
an informed purchase decision
Mission,
Vision, and
Values
State Your Company's Mission,
Vision, and Values

Clearly defining your company’s mission, vision and values

is a powerful way to align your team and reach your
goals.Use the blank framework on the next page to start
filling out your own mission, vision, and values. YOUR COMPANY NAME
MISSION

Mission is the reason why your company exists. It is the visible and tangible effect you want your company to create
for your customers and the world.

VISION

Vision is what success looks like for your company. It is what your company aspires to be in the future. It is how the
world will look like once you've accomplished your mission.

VALUES

These are the guiding principles that will influence your actions to fulfill your company's mission and vision.
Strategy,
Tactics, and
Execution
Illustrate Your Company's
Strategy, Tactics, and Execution

A strategy, a list of tactics, and knowing how

to execute them are integral in the attainment
of your company goals. Use the blank
framework on the next page to start filling out
your own strategy, tactics, and execution YOUR COMPANY NAME
STRATEGY

Strategy is how your methods, time, and resources come into play to fulfil your company mission and vision.

TACTICS

Tactics are the specific methods, resources, and techniques you will need to accomplish your strategy.

EXECUTION

Execution is how you will employ the tactics you’ve chosen. It includes measurable outcomes, such as timelines and
deliverables.
Buyer
Personas
Develop Deep Insights About
Your Customers Using Buyer
Personas

Buyer personas are semi-fictional representations of your

target customers. These personas are based on market
research and real data about the people you are targeting.
Two to three buyer personas are ideal. The more detailed
the buyer persona, the better. Use the blank framework on
the next page to start filling out your buyer personas. YOUR COMPANY NAME
Demographics Buying Roles Goals and Frustrations
(Gender, age, marital (Decision makers, Responsibilities
status, employer) influencers)

Needs

Buyer's Journey Channels Sources of

(Awareness, consideration, (Social media, other digital information
purchase, advocacy) activities,non-digital (Content that influences
activities) purchasedecisions)
Objections
Free
Resources
Use these free,
recolourable icons and
illustrations in your Canva
design.