1. The best way to get your
idea off the ground
Whenever I have a client trying to get
a new product off the ground, I give
them the same advice. It's the same
strategy I use in my own business -
100 coffees in 90 days. That’s 100
strategic conversations with your
ideal clients.
What if I don’t know 100
ideal clients?
The good news is that you can still
kick off your 100 coffees. Start with
3, then at the end of those 3 conver-
sations, ask them to introduce you to
2 people they know who would be a
good fit for your product. Don't know
3 people? Find the 3 people in your
existing network who know your
market, can advise you on how to
proceed, and who could introduce
you to 2 potential clients.
This is not a sales pitch
Don't pitch these conversations as a
sales conversation. You're just looking
to speak to a few people who fit the
profile of your target market to
deepen your understanding of your
market.
People typically love to be asked for
advice and most people will be happy
to give you 30 minutes if you are
flexible on timeframes (e.g. ask to
meet sometime in the next month or
two). Although, don’t say ‘can I buy
you a coffee’ or ‘can I pick your
brain’. Be specific, and treat their
time as far more valuable than $4.
Use your 100 coffees to build a deep
understanding of your clients, their
needs and wants, their headaches,
and the language they use when
speaking about your product. Refine
the pitch as you go. Sales will follow.
How to use this template
You can keep it simple and tick off
each meeting as you go. Or, you can
use your own coding or colouring
system, such as:
Whatever works for you! At the end
of the day, this is about forcing
yourself out of the analysis paralysis
phase. Don’t wait until your product
is perfect. It’s never perfect, and the
real test is always what your market
thinks, and what they will buy.
Cheers,
Jenny Vandyke
Author of The innovation Recipe
/ booked
X meeting complete
 successful referral or sale

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