Week 2 - Market Research

MARKET RESEARCH

Tuckers video Welcome to Week 2

By now you should have picked out a few possible ideas for your software and its time to do some more research on it.

Your software most likely solves some sort of problem in a specific niche, so we need to understand everything about that niche in order to confirm that this is actually a good idea and that it solves a big enough problem that people are willing to pay for it.

Lets look at a few ways we can do this.

Identify Your Target Audience

Determine your ideal customer persona. Consider factors such as demographics, job titles, industries, pain points, and behavior patterns. Consider some of these questions when identifying target audience. This is your “Dream Customer.”

1. Online Presence and Behavior

Where do they hang out online?
- Assess the current solutions available and how they are addressing the problems identified. Consider whether you can offer a better solution or a new angle on the problem.

Content Consumption:
- Assess the type of content they engage with. Are they more inclined towards video tutorials, in-depth articles, podcasts, or webinars? This can guide your content marketing strategy we cover later, to ensure it resonates with your audience.

2. Industry Size and Opportunities

How large is the industry?
- Research the overall size of the industry you are targeting. Look into market reports, industry forecasts, and financial analyses from sources like IBISWorld, Statista, or industry-specific publications. Understanding the industry size helps in estimating the market potential for your software.

IBIS World

Statista

Growth Trends:
- Beyond current size, it's vital to understand whether the industry is growing, stagnant, or declining. This will inform the longevity and scalability of your solution within the market.

3. Demographics

Are they older or younger?
- Knowing the age range of your target audience is crucial for many reasons, from product design (user interface and experience considerations) to marketing channels and messaging. Different age groups will have varying preferences and needs.

Geographic Location:
- Where in the world are your dream customers? Location, language, and cultural nuances play a significant role in how you develop and position your software.
- This may also dictate the different technologies you have to use as some have geographic restrictions.

4. Income Levels

Do they have high or low incomes?
- Knowing the age range of your target audience is crucial for many reasons, from product design (user interface and experience considerations) to marketing channels and messaging. Different age groups will have varying preferences and needs.
- Knowing the age range of your target audience is crucial for many reasons, from You need to know if your audience can afford your product!!

Additional Considerations for Identifying Your Target Audience:

Pain Points:
- Conduct surveys, interviews, and focus groups to get a deep understanding of the challenges and problems they face that your software can solve. This insight is critical for product development and messaging.
- To do this, you need to join communities. Unless you are in the industry already and have contacts of your dream customer.

Decision-Making Process:
- Determine if this is a B2C or B2B
- Understand who makes the purchasing decisions and what factors influence these decisions. In B2B scenarios, this might involve multiple stakeholders.

Technology Adoption
- Gauge their openness to adopting new technologies. Early adopters in tech-savvy industries may be more willing to try out new solutions compared to traditional sectors resistant to change.
- Nonetheless, if it solves a big problem, people will adopt it

Competitive Market Analysis

Study your competitors to identify their strengths and weaknesses. Analyze their features, pricing models, customer reviews, and market positioning. Tools like SEMrush, SimilarWeb, and competitor websites can be helpful.

SimilarWeb

SEMrush

But make sure you are looking at the specific problems they are solving for and try to find where they are missing value add and carve out your slice of the pie.

1. Feature and Offering Analysis

Comprehensive Feature Comparison
- Create a detailed comparison of your competitors' features versus your own. This helps in identifying the unique selling points of your product. Consider user interface, ease of use, customization options, scalability, and integration capabilities.

Pricing Models:
- Examine how your competitors structure their pricing. Are they using a subscription model, one-time fees, freemium models, or tiered pricing? Understanding this will help you position your product competitively in the market.

2. Market Position and Brand Analysis

Brand Perception:
- Use social media, customer reviews on platforms like Trustpilot, and Google My Business to gauge how customers perceive your competitors. Look for recurring praises or complaints.

Trustpilot

Market Positioning:
- Identify how each competitor positions themselves in the market. Are they targeting the premium segment, focusing on affordability, or emphasizing innovation? This analysis will guide you in finding a unique position for your product.

3. Customer Feedback and Satisfaction

Customer Reviews and Testimonials
- Deep dive into what users are saying about your competitors on review sites, social media, and forums. Look for patterns in feedback that highlight strengths and weaknesses.

Support and Service Analysis
- Evaluate the level of customer support and service your competitors provide. This can be a significant differentiator, especially in software markets where technical support is crucial.
- You want your response time to be as close to live as you can be.

4. SEO and Online Presence

Website Traffic and SEO Strategy: Tools like SEMrush and SimilarWeb provide insights into your competitors' website traffic, source of traffic, and keywords they rank for. Analyzing this data helps in optimizing your own SEO strategy and understanding their digital marketing effectiveness.

Content and Social Media Analysis: Examine the content strategy of your competitors, including the type of content they produce, the platforms they are active on, and the engagement they receive. This can inform your content marketing strategy.

5. Gap and Opportunity Identification

Solving Specific Problems
- Look for the specific problems your competitors are solving and identify any they might be overlooking. This could reveal niche opportunities for your software to address.

Value Addition
- Determine areas where competitors are not fully satisfying customer needs or where there is room for improvement. This could be in features, user experience, customer support, or technology.

SWOT Analysis

Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify your SaaS product's position in the market and potential areas for improvement.

SWOT Analysis

Joining Communities

At this point you need to start joining communities where your target audience is to start making a presence, building repour and making connections.

Here is where your first users will be hanging out.

Here is what you get by joining these communities

Valuable feedback on your app

Relationships with target audience

Build trust

Get your first users and supporters

Share your apps progress along the way

Word of Mouth

Joining Communities

A simple google search of of your target audience + “community”You will find so many places where they randomly hangout online but I will share some big ones.

You will find groups you can join on all these platforms and I recommend that you do join as many as you can.

You can find all of these with simple google searches or using hashtags related to your target market on social media apps.

Now, if you are already in this market/industry you chose, then you probably know of where these people hangout online, so go there!

Another form of online communities is associations. As shown in our market research video we found an association specifically for home cleaning services.

Discord

Reddit

Indie Hackers

Facebook

Twitter

Slack

Tuckers Video on Market Research

Future Dev Courses to take (for those learning no-code)

Module #3

1. Database Setup
2. Navbar
3. Home Page
4. User Registration
5. Menu Dropdown
6. Trips Page
7. Manage Property Page
8. Add Property UI
9. Add Property Pop Up Workflows
10. Property Page
11. Property Page Workflows
12. Navigation Search Bar
13. Navigation Search Page
14. Edit Listing
15. Settings Page
16. Geolocation API Integration
17. Conclusion

Marketing / Lead Gen Training

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Read through the notion in its entirety

Schedule out your week

Watch all associated videos

Complete Future dev Module 3 (if applicable)

Complete Hormozi Leads training Lessons 1-8

Identify your target audience

Identify industry/niche size

Identify growth trends

Identify demographics

Identify where your target audience is online

Identify target audience income levels

Perform competitive analysis

Identify market position

Review testimonials of competitors

Compare competitor features / prices

Perform SWOT analysis

Identify your value add

Join communities of target audience

Finalize idea / value add / feature/features improvements

MARKET RESEARCH

Week #2 Classroom
March 17th

Welcome to Week 2

Identify Your Target Audience

Determine your ideal customer persona. Consider factors such as demographics, job titles, industries, pain points, and behavior patterns. Remember, this is your “Dream Customer.”

1. Online Presence and Behavior

Where do they hang out online?
- Assess the current solutions available and how they are addressing the problems identified. Consider whether you can offer a better solution or a new angle on the problem.

Content Consumption:
- Assess the type of content they engage with. Are they more inclined towards video tutorials, in-depth articles, podcasts, or webinars? This can guide your content marketing strategy we cover later, to ensure it resonates with your audience.

2. Industry Size and Opportunities

How large is the industry?
- Research the overall size of the industry you are targeting. Look into market reports, industry forecasts, and financial analyses from sources like IBISWorld, Statista, or industry-specific publications. Understanding the industry size helps in estimating the market potential for your software.

IBIS World

Statista

Growth Trends:
- Beyond current size, it's vital to understand whether the industry is growing, stagnant, or declining. This will inform the longevity and scalability of your solution within the market.

3. Demographics

Are they older or younger?
- Knowing the age range of your target audience is crucial for many reasons, from product design (user interface and experience considerations) to marketing channels and messaging. Different age groups will have varying preferences and needs.

Geographic Location:
- Where in the world are your dream customers? Location, language, and cultural nuances play a significant role in how you develop and position your software.
- This may also dictate the different technologies you have to use as some have geographic restrictions.

4. Income Levels

Do they have high or low incomes?
- Income level affects purchasing power and willingness to pay for your software. It helps in determining your pricing strategy and can also influence the features you prioritize. High-income segments may seek premium features and services, while lower-income groups might prioritize affordability and essential functionalities.
- You need to know if your audience can afford your product!!

Additional Considerations for Identifying Your Target Audience:

Pain Points:
- Conduct surveys, interviews, and focus groups to get a deep understanding of the challenges and problems they face that your software can solve. This insight is critical for product development and messaging.
- To do this, you need to join communities. Unless you are in the industry already and have contacts of your dream customer.

Decision-Making Process:
- Determine if this is a B2C or B2B
- Understand who makes the purchasing decisions and what factors influence these decisions. In B2B scenarios, this might involve multiple stakeholders.

Technology Adoption
- Gauge their openness to adopting new technologies. Early adopters in tech-savvy industries may be more willing to try out new solutions compared to traditional sectors resistant to change.
- Nonetheless, if it solves a big problem, people will adopt it

Competitive Market Analysis

SimilarWeb

SEMrush

But make sure you are looking at the specific problems they are solving for and try to find where they are missing value add and carve out your slice of the pie.

1. Feature and Offering Analysis

Comprehensive Feature Comparison
- Create a detailed comparison of your competitors' features versus your own. This helps in identifying the unique selling points of your product. Consider user interface, ease of use, customization options, scalability, and integration capabilities.

Pricing Models:
- Examine how your competitors structure their pricing. Are they using a subscription model, one-time fees, freemium models, or tiered pricing? Understanding this will help you position your product competitively in the market.

2. Market Position and Brand Analysis

Brand Perception:
- Use social media, customer reviews on platforms like Trustpilot, and Google My Business to gauge how customers perceive your competitors. Look for recurring praises or complaints.

Trustpilot

Market Positioning:
- Identify how each competitor positions themselves in the market. Are they targeting the premium segment, focusing on affordability, or emphasizing innovation? This analysis will guide you in finding a unique position for your product.

3. Customer Feedback and Satisfaction

Customer Reviews and Testimonials
- Deep dive into what users are saying about your competitors on review sites, social media, and forums. Look for patterns in feedback that highlight strengths and weaknesses.

Support and Service Analysis
- Evaluate the level of customer support and service your competitors provide. This can be a significant differentiator, especially in software markets where technical support is crucial.
- You want your response time to be as close to live as you can be.

4. SEO and Online Presence

Website Traffic and SEO Strategy: Tools like SEMrush and SimilarWeb provide insights into your competitors' website traffic, source of traffic, and keywords they rank for. Analyzing this data helps in optimizing your own SEO strategy and understanding their digital marketing effectiveness.

Content and Social Media Analysis: Examine the content strategy of your competitors, including the type of content they produce, the platforms they are active on, and the engagement they receive. This can inform your content marketing strategy.

5. Gap and Opportunity Identification

Solving Specific Problems
- Look for the specific problems your competitors are solving and identify any they might be overlooking. This could reveal niche opportunities for your software to address.

Value Addition
- Determine areas where competitors are not fully satisfying customer needs or where there is room for improvement. This could be in features, user experience, customer support, or technology.

SWOT Analysis

Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify your SaaS product's position in the market and potential areas for improvement.

SWOT Analysis

Joining Communities

At this point you need to start joining communities where your target audience is and start making a presence, building rapport and making connections.

This is where your first users will be hanging out.

Here is what you get by joining these communities

Valuable feedback on your app

Relationships with target audience

Build trust

Get your first users and supporters

Share your apps progress along the way

Word of Mouth

Finding these Communities

A simple google search of of your target audience + “community.” You will find so many places where they randomly hangout online but I will share some big ones.

You will find groups you can join on all these platforms and I recommend that you do join as many as you can.

You can find all of these with simple google searches or using hashtags related to your target market on social media apps.

Now, if you are already in this market/industry, then you probably know where these people hangout online, so go there!

Another form of online communities is associations. As shown in our market research video we found an association specifically for home cleaning services.

Discord

Reddit

Indie Hackers

Facebook

Twitter

Slack