Problem: How do we best communicate the value of Boundless to our ICP?
Background: Conveying the essence of Boundless in just 3-4 words is a challenge. Feedback on our website suggests a misalignment with the problems, needs, and unique value we offer to our newly identified ICP segment. Our current messaging speaks more to SMBs as a whole, rather than zeroing in on the individual decision-makers within our ideal client profile. To truly resonate and differentiate, we must pinpoint the best approach that sets us apart from competitors serving this segment. Notable competitors in this space include ... (list benchmark competitors here).
Goal: We aim to craft compelling messaging that not only resonates with our audience but also incites excitement, compelling them to associate with our brand. The prototype will consist of an ad and accompanying landing page copy. During the sprint, this content will be put to the test with real users to gauge its effectiveness.
Preparation/ Logistics:
Workshops facilitated through Miro/Mural within 4 consecutive days Here is a quick explainer that illustrates the process Here is a very interesting article on the psychology of new products (optional): One exercise will need to start with everyone showing brands they like and that have nailed our problem. Everybody will present 4-5 companies 1 minute each and show the things they really like in them. You can think of such brands in advance. Also, we need to find around 8-10 people for the Sprint with whom we plan to test the prototypes. It will be best if these can be from your different target countries, so that we can test local messaging and preferences too.
People and roles
Decision-maker (Marketing/Sales background) Up to 3-4 additional participants (Sales/ Marketing/ Customer success) Additional domain experts with knowledge on our ICP business needs (optional, as you have already compiled detailed research in advance) 1-2 Designers and copywriters to support prototypes production
Experiment design
Prioritise the top problem statement Boundless solves, and give to real C-Level people 4 different interactive homepage concepts to test: 2 new concepts prepared based on new research and insights Boundless existing website One of the top benchmark competitors’ websites, pretending that it’s yours. Approach: 4 day full Design sprint with 4-6 interviews with C-level people
Next steps after the Sprint
Prepare a new landing page that incorporates the content and sections that will better reflect your target audience. We won’t change the design from the current website, but rather improve the content and several key sections on the home page. Prepare sales enablement presentation for the new target audience. Prioritise key messages and create Boundless Messaging Kit / Platform document.
Potential partners who might help
Jordan & Atanas from Fiction (sprint facilitation, process guidance + prototypes design)
Messaging Validation Sprint