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Proposed Experiment

[Experiment Proposal]: Validating customer archetypes. Fuel Fiji, January 2019.

Lean Phase: Value Proposition, Customer Segmentation

 

Assumption: Testing 6 assumptions with the same success metrics and experiment builds.

 

  1. The preference for firewood as cooking fuels presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural and coastal villages, predominantly female, Native Fijian populations and mothers.

 

  1. The preference for portability for everyday functionality presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural and coastal villages, male, occupation in the agricultural sector, with an age range between 30-45.

 

  1. Those who express lower cost due to the use of firewood as a fuel and the efficiency in the use of the amount of firewood as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural villages, male, Native Fijian, limited economic resources.

 

  1. Those who express convenience as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being returning customers, female, aged 20-40, mothers, occupations in the tourist industry, largely located in urban and coastal environments.

 

  1. Those who express health and safety as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being male, 30-40 years of age, educated and fathers

 

  1. The preference for recreational use presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from coastal villages, male with an age range between 30-40 and of middle-class socioeconomic status.

 

Time Box: 4 weeks (Ongoing)

 

Key Metrics:

  • Number of people who identify any of the above reasons as a motive for purchase
  • Number of people who identify each of the above reasons as a motive for purchase

Success Point

  • 80% of the sales made for the Bukka stove identified one of the above reasons as a motive for purchase
  • Minimum of 6 people identified each of the above reasons as a motive for purchase (i.e. there are at least 6 people who said they bought the Bukka stove for portability, at least 4 people who bought it for health and safety reasons, etc...)

Green Light

  • Identify the most effective methods to reach and market the identified customer segments
  • Customer segments are solidified
  • Write results experiment and black label them on Crowdicity

 

Orange Light Point

  • 40% - 79% people respondents identified one of the above reasons as a motive for purchase
  • Between of 3-6 people identified each of the above reasons as a motive for purchase (i.e. there are at 3-6 people who said they bought the Bukka stove for portability, at least 4 people who bought it for health and safety reasons, etc...)

 

Orange Light Optimise

  • Readjust the demographic, geographic and psychographic features that define customers within this archetype is necessary.
  • Identify further motives that are not included in the above 6 assumptions and validate these

 

Failure Point

  • 39% people or less identified one of the above reasons as a motive for purchase
  • Less than 3 people identified each of the above reasons as a motive for purchase (i.e. there are at 3-6 people who said they bought the Bukka stove for portability, at least 4 people who bought it for health and safety reasons, etc...)

 

Red Light Failure

  • Identify further assumptions that can be made about why our customers buy the Bukka stove based on conversations held during the execution of this experiment and repeat the experiment using these motives

 

Experiment Build

  • Review files from December team and assess whether other catagories are appropriate to add.
  • Merge customer archetype document with EOI's and Misc into the Master Customer document.
  • Add new categories to the master document, including Archetypes, where they heard about the product, EOI/Already bought, and various demographics.
  • Prepare google forms survey for collecting data - Add questions from distribution team, and provide the survey to the sales team to distribute to interested customers
  • Go through the master document calling people and filling out any missing information, and most importantly the archetype.
  • Assess the customer responses and compare to the success metrics - If no archetype is identified, create new archetype in case of a yellow/red light result.
  • Green Light: Assumption is correct. Orange Light: Identify which category is incorrect. Red Light: Figure out which new customer archetypes are apparent and perform the experiment with these new archetypes in mind.

 

 

 

edited on 8th January 2019, 01:01 by Edward Baldry

Fiona Aaron 3 months ago

Could you please upload the script? Also, is this being adopted? It's a 4 week experiment and we are already 1 week into the month. Thanks

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Edward Baldry 3 months ago

Hi Fiona,
We've changed from a phone script to a google form survey, which we will go through on the phone with the customers, which can be found here: https://goo.gl/forms/BEicLgtvdrGBJM4C2

As for its adoption, we're still awaiting Jess' approval, which we should hopefully get soon!

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Edward Baldry 3 months ago

Hi Fiona,
We've changed from a phone script to a google form survey, which we will go through on the phone with the customers, which can be found here: https://goo.gl/forms/BEicLgtvdrGBJM4C2

As for its adoption, we're still awaiting Jess' approval, which we should hopefully get soon!

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Jess Riley 3 months ago

Status label added: Proposed Experiment

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