Jobs to be Done

This week I took a deeper dive into market research and understanding my audience, linking the last three weeks research together, and gathering the significance that each has with each other.

Introduction

Market Research was a subject I am already familiar with. Working for a manufacturer of entertainment products, with a large team of marketing and sales personnel, I understand how by and large a product is led by market research. I didn’t fully grasp though, the value that research can be, when thinking about how a company can position itself within the market by portraying itself or its products in a specific way. Nor did I grasp the importance that would be when developing a pitch for possible investors.

Pitch

From this research I did this week I wanted to integrate some of the lessons into my company and develop a pitch for it’s products. Taking on the Jobs to be Done framework, I was interested in portraying my company in the position of helping them complete their jobs.

“Customers are buying a better version of themselves”

Artificers is in the business of making people better at creating productions and communicating the stories that make them. This is why we aim to offer educational material, technical support and tools alongside Stamp to deliver that mission.

In this context, stories are events or actions that happen to build a production. For example, Juliet walks out onto her balcony to speak some Shakespeare and a light fades up so the audience can see her. The light fading up could have come up too soon, or it could be just right. In all instances, stories are a documentation of events that happened and can be used to identify a problem or confirm correctness.

I still need to continue to develop my pitch but the fundamental standing of the company is solid.

Audience Research

Last weeks SMART Goal was to identify 3 Jobs to be Done that Stamp aims to help a customer complete.

  1. A customer wants to clearly identify the moment when a story occurred.
  2. A customer wants to effectively communicate what the events of the story are.
  3. A customer wants to clearly understand the order to which the events occurred.

In simple terms, a customer wants to be able to identify what happened, when and how to fix it. Stamp gives on-demand insight to a story and makes the user more time efficient when a problem arises.

“Customers value the progress a feature may deliver, not the feature itself.”

What do customers value?

The following quote from When coffee & kale compete describes the very reason why I’m building a documentation & tutorial web application. To alleviate my customers anxieties.

“Determine if anxiety is a competitor.. If customers experience anxiety in using your product, find a way to make your product less intimidating.”

SMART Goal

  • Specific - Identify the anxieties my customers are experiencing when using Stamp.
  • Measurable - Use at least three of these anxieties as video tutorial content for my web application.
  • Attainable - Write a tutorial with screenshots to guide the user through the process of using Stamp.
  • Relevant - Alleviate customer anxieties to make Stamp less intimidating.
  • Time-Based - By the end of the module (6 weeks).

References

  1. Jobs to be Done
  2. When coffee & kale compete by Alan Klement.
  3. Stamp