As a business you sell "products" to "customers". If the business cannot define what that product is or who their customers are, it has failed.
To understand what a "product" means to a "customer" we can take a look at an example of a wireless karaoke set that be setup at home:
At first glance, we see the wireless microphone. Is that the product?
Of course, the microphones does not work alone, it needs the accompanying mobile app that allows you to select songs and control the karaoke system. Is the mics + the app the product?
If you dig deeper, the customers who wants the product wants to be able to sing at home with their spouse or when hosting friends. So is "singing" the product?
Why do people want to expel air through their vocal cords which vibrates and create sound waves, especially when most of us sound so bad? The answer is "fun". So is "fun" the product?
Why do we bother to have fun with friends or loved ones? Maybe there is a deeper need for love and belonging! So is "love and belonging" the product?
What we put in the box:
Let's consider what the company can put into the box on the shelves. It's simply the microphone set and the instructions to download the mobile app. So in the most basic way you can say "the microphone set is the product".
How we tell people what's in that box:
However, the website uses a combination of vibrant colors and simple messages such as "Let's Sing" & "Make your living room your stage" to sell the idea that you can have tons of fun with this product. So in a slightly more abstract way you can say "to have fun singing at home is the product".
And that creates an emotional response to the purchase!
Let's take a look at what is the product at Bluejay. It is not:
A litmus test is that "If you have to ask why people wants this, it is not the product".
So what IS the product for us? The "what we put in the box" answer could be one of the following:
Now, before we think about the "how we tell people what's in the box", we need to think about who the customer is.
You can never have a product without understanding the customer first.
It is likely that there is not just a single archetype of customers in this case when a myraid of products are offered on the Earn marketplace. In that case, it's important to figure out who wants what, instead over overgeneralizing the range of products offered and the segments of customers.
So the first stab at segmenting the customer could look like:
Once we've a better understanding of the different segments of customer that fits the range of product, the "how we tell people what's in the box" answer might therefore be:
So, there you have it, Bluejay is offering
<insert how-we tell-people-what's-in-the-box answer> to you as a
<insert corresponding customer-segment answer>.
Yes, it will be a different statement for different people.
As a company we also want to be careful about not trying to sell ideals such as "access" or"financial inclusion" early on.
The reason is that the customers do not have an immediate need for these, at least until your brand identity has been established. To sell "Access" early on is like: