Project Everest

Adopted Experiment

[Proposed Experiment]: Offer Test Nutrition Amisen April 2019

by
Kirrily Mann
Kirrily Mann | 10 months ago | in ROA **TRAINING**

Lean Phase: Customer Segments and Problem

 

Assumption: low to moderate socioeconomic village families with young children and babies feel helpless and under educated to effectively provide their families nutritional needs.

 

Channel 1: Poster in village Healthcare Centres with USSD code.

PCM: Scared about your child's health? Education for families nutrition is available

CTA: Use this code [USSD]

Time Box: 1 week

Success Metric: 

Green Light : 150 

Success point proceed to currency test

Orange Light: more locations

Failure point - 50 

Red light: discontinue the channel as not viable

 

Channel 2: Pamphlets in village primary schools 

PCM: Frustrated about not feeling your best? We have information 

CTA: Write your child's name here and hand back to your teacher.

Time Box: 1 week

Success Metric: 

Green Light: 60% of the students per class that received pamphlets are returned with signatures

Success point - provide information to parents

Orange light : evaluate mode of delivery to students/parents

Failure point - 30% of the students per class that received pamphlets are returned with signatures

Red Light: discontinue the channel as not viable

 

Channel 3: Face to Face engagement at local markets

PCM: Feeling hopeless about your family's health? Talk to us about improving your nutrition 

CTA: EOI signed with contact details provided

Time Box: 1 week

Success Metric: 

Green Light: 3+ emotionally charged questions are asked per person interviewed

Success point - proceed with offer to give further information

Orange light : ask more questions to elicit response

Failure point - No emotionally charged questions are asked per person interviewed

Red Light: discontinue the channel as not viable

edited on 25th April 2019, 22:04 by Kirrily Mann

Andrew Vild 10 months ago

Status label added: Experiment adopted

Reply 0

Lily Partridge 10 months ago

What are your assumptions that you are trying to test surrounding your customer and their hypothesised problem (literally validating your problem synthesis stagement)? How do these then inform the success metrics and channels you've proposed? All of these are important to inform the reasoning behind your channels and the success metrics you've indicated.

Channel 1: USSD is a good way to guage interest! Cool!
However, you haven’t linked your metrics to your CTA or your potential reach. Is 150 good? What I mean by this is, if 50 people visit the clinic each day and over a week 350 people total. The success metric would therefore be 43% for 150 people to engage with the USSD code for more information. If you want a 60% conversion (required for targeted customer segment), this should be 210. Your success conversion may be less given that this channel may not be as saturated with EAs as others.

Channel 2: This is a good idea! Again, if you can give a scope of potential reach, that would also be good to indicate how many 60% actually is - you would fudge based on rough data estimates or previous engagement.

Channel 3: 'Face to Face' is not a channel, this is just a method of approaching a channel. I have no idea what's going on with your success metrics; what they refer to, what qualifies an 'emotionally charged question'; is orange just based on continually asking questions until you get them to say something? These stories and engagements are great, however without a consistently quantifiable CTA they're difficult to move you into the next stage.
Changes to this entire channel/test will be reflected in the results post - make sure you have a look to see how Face to Face can be done more concisely.

This will all become clearer once you can gather more data around these areas to shape your metrics however to truly validate these segments, you need to start thinking about this in terms of emotions on a big scale, and getting people to act on these emotions. (EOI form, USSD, etc.)

Reply 0