PUT YOUR IDEA TO THE TEST1. What’s your big idea?   ______________________________________________________________________...
PUT YOUR IDEA TO THE TEST6. What is the pain extraction question/value proposition message if you get in front of your ide...
PUT YOUR IDEA TO THE TEST     ___________________________________________________________________________________         ...
PUT YOUR IDEA TO THE TEST7. What are customers willing to pay for your solution? 1/10 the key competitor’s price? Same pri...
PUT YOUR IDEA TO THE TEST   3. What pain extraction questions correspond to that value? In other words, if a sales rep get...
PUT YOUR IDEA TO THE TEST__________________________________________________________________________________   10. What are...
PUT YOUR IDEA TO THE TEST     ___________________________________________________________________________________5.   What...
PUT YOUR IDEA TO THE TEST   ___________________________________________________________________________________12. What is...
PUT YOUR IDEA TO THE TEST       ___________________________________________________________________________________   19. ...
PUT YOUR IDEA TO THE TEST       ___________________________________________________________________________________       ...
PUT YOUR IDEA TO THE TEST       ___________________________________________________________________________________       ...
PUT YOUR IDEA TO THE TEST15. Do you have the resources to staff all the projects that lead up to the milestones?      ____...
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Test your idea questionnaire

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Test your idea questionnaire

  1. 1. PUT YOUR IDEA TO THE TEST1. What’s your big idea? ___________________________________________________________________________________ ___________________________________________________________________________________2. What are the features and benefits of your product/ services?______________________________________________________________________________________________________________________________________________________________________3. What problem does your product/service solve? ___________________________________________________________________________________ ___________________________________________________________________________________4. What is the profile of your ideal target customer? ___________________________________________________________________________________ ___________________________________________________________________________________ a. What is the profile of your ideal target user (within the target company)? b. Age, gender, sexual preference marital status etc. c. What are they passionate about? d. Where do they live? Where do they work? e. What types of people, places or things do they like? f. How do they learn and where do they like to go to learn? g. What do they read? When do they read it? Where do they read? h. What shops, Web sites, etc. do they purchase products from? i. What meetings, groups, and classes do they attend? ___________________________________________________________________________________ ___________________________________________________________________________________5. How does the user currently solve the problem in question?______________________________________________________________________________________________________________________________________________________________________
  2. 2. PUT YOUR IDEA TO THE TEST6. What is the pain extraction question/value proposition message if you get in front of your ideal customer?______________________________________________________________________________________________________________________________________________________________________7. What is the usage model of the product?______________________________________________________________________________________________________________________________________________________________________8. What are some compelling use cases?______________________________________________________________________________________________________________________________________________________________________9. Which market? Which segment? Why?______________________________________________________________________________________________________________________________________________________________________10. How big is the market? Is it big enough? How do you expand, if not? Should you expand, or should you focus within a niche?______________________________________________________________________________________________________________________________________________________________________11. What is your technology? ___________________________________________________________________________________ ___________________________________________________________________________________12. What is the application of this technology? ___________________________________________________________________________________
  3. 3. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________ Competitive Positioning & Pricing1. Who is the competition, and how do you differentiate from them? ___________________________________________________________________________________ ___________________________________________________________________________________2. What are the various classes of products in immediate and related categories? ___________________________________________________________________________________ ___________________________________________________________________________________3. What, of those, compete directly with you? ___________________________________________________________________________________ ___________________________________________________________________________________4. Which ones are likely to move into your space? ___________________________________________________________________________________ ___________________________________________________________________________________5. How do your product features compare with the competitions? Can you compete on the basis of functionality? ___________________________________________________________________________________ ___________________________________________________________________________________6. How does your product pricing compare with the competitions? Can you compete on the basis of price? ___________________________________________________________________________________ ___________________________________________________________________________________
  4. 4. PUT YOUR IDEA TO THE TEST7. What are customers willing to pay for your solution? 1/10 the key competitor’s price? Same price? 200% the price? ___________________________________________________________________________________ ___________________________________________________________________________________8. What price can you charge based on perceived value? ___________________________________________________________________________________ ___________________________________________________________________________________9. Can you offer both better performance and lower price? ___________________________________________________________________________________ ___________________________________________________________________________________10. Whom do you need to partner with to offer a full solution? ___________________________________________________________________________________11. Can you turn some of the competition to partners/channel relationships, so not to go head-to-head? ___________________________________________________________________________________ ___________________________________________________________________________________ Sales and Marketing1. What is your value proposition ? ___________________________________________________________________________________ ___________________________________________________________________________________2. How do you communicate that value in 20 words or less? ___________________________________________________________________________________ ___________________________________________________________________________________
  5. 5. PUT YOUR IDEA TO THE TEST 3. What pain extraction questions correspond to that value? In other words, if a sales rep gets a relevant stakeholder on the phone, what should she ask? Or, what should she ask in a succinct email, to gain permission for further engagement? ___________________________________________________________________________________ ___________________________________________________________________________________ 4. What are the top target segments (verticals, size, and geography)? ___________________________________________________________________________________ ___________________________________________________________________________________ 5. What is the best way to generate a list of the target accounts within the segments? ______________________________________________________________________________________________________________________________________________________________________ 6. What job titles are we after within those accounts?__________________________________________________________________________________________________________________________________________________________________ 7. What is the organizational map within the account that maps to the sales cycle?____________________________________________________________________________________________________________________________________________________________________ 8. What are the names of the stakeholders who correspond with the economic buyer, the technical decision maker, etc.?__________________________________________________________________________________________________________________________________________________________________ 9. What is the pain extraction question/value proposition message if someone with the right job title gets on the phone?__________________________________________________________________________________
  6. 6. PUT YOUR IDEA TO THE TEST__________________________________________________________________________________ 10. What are the criteria for a qualified lead? ____________________________________________________________________________________ 11. What lead generation programs do you plan to pursue? Google PPC advertising? E-mail campaigns? Tradeshows? Other forms of online advertising? _______________________________________________________________________________ _______________________________________________________________________________ 12. How do you plan to qualify the leads? Telemarketing? Outsourced? In-house? ______________________________________________________________________________________________________________________________________________________________________ Business Development 1. What is the appropriate channel strategy (direct, resellers, system integrators, telesales)? ___________________________________________________________________________________ ___________________________________________________________________________________ 2. Are there channel conflicts? How do you resolve? ___________________________________________________________________________________ ___________________________________________________________________________________ 3. What paid proof-of-concept/pilot engagement/evaluation framework will get you to a deal within a short time? ___________________________________________________________________________________ ___________________________________________________________________________________ 4. What are the appropriate sales cycle steps, next steps, and duration breakdown? ___________________________________________________________________________________
  7. 7. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________5. What is the likelihood of a deal by sales cycle steps? How do you forecast? ___________________________________________________________________________________ ___________________________________________________________________________________6. What are the must-have key target accounts? Why? What do you need to accomplish in those engagements to be able to achieve high leverage for reference selling, proof-points, and metrics? ___________________________________________________________________________________ ___________________________________________________________________________________7. Do you have reference accounts? What is the best strategy to leverage the reference accounts and proof points? ___________________________________________________________________________________ ___________________________________________________________________________________8. How do you build new reference accounts? Who is your target? Why? How do you penetrate, sell, and demonstrate ROI? ___________________________________________________________________________________ ___________________________________________________________________________________9. Are there must-have channel relationships? What do you need to do to appropriately establish and manage them? ___________________________________________________________________________________ ___________________________________________________________________________________10. What kind of channel discount do you need to provide to enlist the channel to perform on your behalf?______________________________________________________________________________________________________________________________________________________________________11. What is the competition, and how do you position against them? ___________________________________________________________________________________
  8. 8. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________12. What is the business model? On-Demand? Subscription? Advertising – CPM? CPC? CPA? Transaction fee – fixed? Commission? Final value fee?________________________________________________________________________________ ___ ___________________________________________________________________________________13. How do you build traffic? What FREE incentive can you offer to bring users en-masse to your site? ___________________________________________________________________________________ ___________________________________________________________________________________14. What premium service can you offer that users would want to pay for? How much would they pay? ___________________________________________________________________________________ ___________________________________________________________________________________15. How do you plan to sell ads? Internal ad sales force? Ad networks? Which ones? What kind of ad rates can you command? ___________________________________________________________________________________ ___________________________________________________________________________________16. What ad management system will you use if you do it internally? ___________________________________________________________________________________ ___________________________________________________________________________________17. Are you going to advertise online to recruit customers? Google/Yahoo! PPC? On blogs and other sites? Which sites? Using which ad networks? ___________________________________________________________________________________ ___________________________________________________________________________________18. What are your search engine marketing/search engine optimization strategies? What keywords are you trying to own/position around? How expensive are they? ___________________________________________________________________________________
  9. 9. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________ 19. For your category, what are the most influential blogs? How will you get them to talk about you? ___________________________________________________________________________________ ___________________________________________________________________________________ 20. What are the top mainstream media properties that you need to get written up in? ___________________________________________________________________________________ ___________________________________________________________________________________ 21. Whom do you need to partner with to offer a full solution/whole product? ___________________________________________________________________________________ ___________________________________________________________________________________ 22. Whom do you partner with to generate traffic? Under what terms? ___________________________________________________________________________________ ___________________________________________________________________________________ 23. Do you have a widget strategy for Facebook, iPhone, Hi5, MySpace, etc. to generate traffic and visibility? ___________________________________________________________________________________ CORPORATE1. What is the product roadmap for the company?______________________________________________________________________________________________________________________________________________________________________2. What is the unifying theme that positions the company and leverages its strengths (technology, product,channel, current customers, references, etc.)?
  10. 10. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________ ___________________________________________________________________________________3. Is there a platform strategy? A point-product strategy?A solution strategy? What holds all thesetogether? How do you position to make it into an integrated big story? ___________________________________________________________________________________ ___________________________________________________________________________________4. What products/pieces need to be repositioned/repackaged to align with the corporate strategy? ___________________________________________________________________________________ ___________________________________________________________________________________5. What is the full story? Is it a powerful, differentiated story that can go beyond a point-product/one-trick ponyto become a category leader? ___________________________________________________________________________________ ___________________________________________________________________________________6. What is the category? Do you define a new category, or position within an existing one? ___________________________________________________________________________________ ___________________________________________________________________________________7. What technology/product/channel/media elements need to be introduced/influenced to make it into a largerstory?___________________________________________________________________________________ ___________________________________________________________________________________8. What broad scale industry trends can you impact based on your offering, and how do you position to alignwith such trends? ___________________________________________________________________________________ ___________________________________________________________________________________9. What is your funding strategy? How do you position, package, and sell?
  11. 11. PUT YOUR IDEA TO THE TEST ___________________________________________________________________________________ ___________________________________________________________________________________10. What is your exit strategy? How do you position, package, and sell? ___________________________________________________________________________________ ___________________________________________________________________________________ EXECUTION ROADMAP 1. What is your next major milestone? (Product launch, funding round, exit)? ___________________________________________________________________________________ ___________________________________________________________________________________ 2. What derivative milestones/related projects do you need to accomplish to be able to stay on track and execute on the strategy? ___________________________________________________________________________________ ___________________________________________________________________________________ 3. What is the project-resource-timeline map tracking to the next milestone? ___________________________________________________________________________________ ___________________________________________________________________________________ 13. What is the messaging matrix? ___________________________________________________________________________________ ___________________________________________________________________________________ 14. What is the PR strategy? ___________________________________________________________________________________ ___________________________________________________________________________________
  12. 12. PUT YOUR IDEA TO THE TEST15. Do you have the resources to staff all the projects that lead up to the milestones? ___________________________________________________________________________________ ___________________________________________________________________________________16. Who will manage lead sourcing/lead generation/lead qualification? ___________________________________________________________________________________ ___________________________________________________________________________________17. Who will manage the PR process, pitches, follow-ups, etc.? ___________________________________________________________________________________ ___________________________________________________________________________________18. Who will write the collateral? (Web site, sales pitches, data sheets) ___________________________________________________________________________________ ___________________________________________________________________________________19. Who will design and produce the Web site? ___________________________________________________________________________________ ___________________________________________________________________________________20. What is the key additional hires/timeframe? ___________________________________________________________________________________ ___________________________________________________________________________________21. Does everything align with your operating plan/budget? What tradeoffs do you need to make? What are the prioritization algorithms? ___________________________________________________________________________________ ___________________________________________________________________________________

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