01 / Built around your business
Where the opportunity sits
Technical capability needs a clear use case, a believable demonstration and a measurable first action. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
Use-case messaging, a credible product demonstration, onboarding improvements and measurement of activation and retention signals. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
01 / Fit
Explain who the product helps and why.
Start with the workflow and audience, then show what a useful evaluation involves. Make requirements and limitations visible before a visitor books time or starts an account.
- Describe the customer workflow rather than leading with a list of technical features.
- Use real product information.
- Explain setup and integration dependencies.
- Separate demo requests from suitable opportunities.
The working decision
Explain who the product helps and why.
Use real product information.
02 / First value
Define the milestone beyond account creation.
Agree the action that signals an initial useful outcome. Inspect the steps, questions and dependencies between entry and that milestone with the team that owns the product.
- Show real product examples and explain integration or onboarding requirements.
- Confirm the event and eligible population.
- Make help available at the point of friction.
- Assign ownership of product changes.
The working decision
Define the milestone beyond account creation.
Confirm the event and eligible population.
03 / Continued use
Look for a continuing reason to use the product.
Review usage and customer feedback by a consistent cohort. Coordinate useful education, support and commercial communication without treating every reminder as a retention improvement.
- Agree an activation milestone and useful, permissioned onboarding communication.
- Keep usage and paid continuation distinct.
- Match messages to the customer’s situation.
- Review the period and limitations of the cohort.
The working decision
Look for a continuing reason to use the product.
Keep usage and paid continuation distinct.
03 / Built around your business
Build around how your customers choose
1. Find the use case
Describe the customer workflow rather than leading with a list of technical features.
2. Explore the product
Show real product examples and explain integration or onboarding requirements.
3. Try or discuss it
Connect demo and sign-up routes to the prospect’s use case.
4. Reach initial value
Agree an activation milestone and useful, permissioned onboarding communication.
04 / Built around your business
Measure the decisions that matter
Suitable demos, activation and retention signals with clear event definitions. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Can marketing establish product-market fit on its own?
No. It can help test messages, audiences and demand. Product usage, retention and customer feedback are also needed before treating acquisition performance as evidence to scale.
Send everyone to a demo?
Choose the route that fits the product and buying process. A complex evaluation may need a person; a straightforward use case may benefit from a direct trial.
Judge growth by registrations alone?
Track whether suitable users reach value and continue. Keep sign-ups, activation, paid conversion and expansion visible as separate stages.
Qualified interest
Demo, consultation or trial requests meeting the agreed audience and use-case criteria.
Enquiry context, qualification and evaluation records.
Initial value
Eligible users or accounts reaching the agreed first useful milestone.
Product or delivery events checked against the milestone definition.
Paid progression
Qualified evaluations becoming paid relationships within the stated window.
CRM and billing records, reported separately from trial starts.
Continued value
The defined starting cohort continuing useful activity or a paid relationship.
Usage, customer feedback and billing records for the cohort.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
A useful page or journey
Use-case demo and activation milestone; link to broader startup validation scope.
Information your team supplies
Current service or product facts, coverage and availability, plus the details needed to support “Explore the product”.
Implementation & ownership
Agree who makes the changes and who handles the next step when a customer is ready to “try or discuss it”.
A defined review
Review suitable demos, activation and retention signals with clear event definitions. Record the period, source and the next action the findings support.
Before we start
Questions about the work
Can marketing establish product-market fit on its own?
No. It can help test messages, audiences and demand. Product usage, retention and customer feedback are also needed before treating acquisition performance as evidence to scale.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
