Monday, April 19, 2010

value prop / some changes

To implement three different programs will be very expensive considering especially the program will be implemented by government funding. Taking some advice from earlier comments and talking to Professor, I decided to slightly narrow down my targets. For FE, doing umbrella brand part does not change, but the mode of implementation will be the same. For example, before I was thinking all three programs will promote fun but the mode of promoting fun will be different.
Promote fun / Exercise with your coworkers and friends while building camaraderie /
implementation through emphasizing and marketing the efficient use of time when going exercise

Also, I want to change my MV and DV.
...I feel bad for changing everything every time around …. :(

MV will be actually efficient time use
(want to appeal to people who do not have much spare time)

DV will be Fun! (or taking a short break)
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5 boxes :

Current belief
I do not have time to exercise

Consumer proposition
By participating in Dfun@12 I will benefit from healthy Fun break in a time-efficient way

Desired belief
Exercising during lunch time (@12) is time efficient and fun way to take a break from work

Current do
I do not exercise regularly

Desired do
I take break from work @ 12 to participate in Dfun
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2 comments:

  1. UnknownApril 19, 2010 at 5:40 PM

    i like this 5-square. One thing that might help you down the road is defining the current belief a little further. Is this person upset he/she doesn't have time to exercise? Or is it just an excuse because she doesn't want to? Is it "I wish I had time?" I guess this goes more into your Target Audience, but it might be helpful to hammer out here.

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  2. Jeremy KingApril 21, 2010 at 4:59 PM

    In addition to Noam you might want to adjust the desired do to be parallel with the current do. "I do not exercise regularly" -> "I exercise regularly" or "I don't participate in Dfun" -> "I participate in Dfun" Also you would like to build parallelism in to the current and desired belief. This simplifies your permission to purchase in the 5th box.

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