Distribution Hypotheses

The right distribution and pricing strategies are as critical to success as the solution itself. They ensure that your offering reaches the right people in the right way, a notion deeply rooted in the principles set forth in "The Four Steps to the Epiphany."

Distribution Channel

A distribution channel is the route through which a solution travels from the producer to the end-user. It is important to define and describe the chosen method—be it direct sales, e-commerce, partnerships, or brick-and-mortar retail—to ensure that the solution is accessible where and when customers need it.

1. Which distribution channels offer the best access to our target market?
2. How do variances in channel selection affect the customer journey?
3. What partnerships or alliances can amplify our reach and credibility?
4. Can multiple channels be managed simultaneously without compromising quality or message?
5. How will logistics, such as delivery or service implementations, influence our choice of distribution?

Demand Creation

Creating customer interest and educating the market about new services and solutions can be achieved through a variety of means. Your strategies should resonate with how your target customers prefer to learn about and engage with new offerings.

1. Which promotional activities are most effective for reaching our audience?
2. How can we leverage digital platforms to foster awareness and demand?
3. What community or industry events offer opportunities for customer education and engagement?
4. How can existing customers become advocates that help create more demand?
5. What measures are in place to track the effectiveness of demand creation efforts?

Creating Customer Demand

To generate demand, it is key to employ a mix of strategies that guide potential customers along the journey, from awareness to consideration to purchase.

1. Which marketing tactics align best with our offering's value proposition?
2. How can storytelling and content marketing be used to demonstrate the solution's impact?
3. What role will customer testimonials and case studies play in demand creation?
4. In what ways can engagement and feedback mechanisms foster a sense of community and belonging?
5. How do various market segments react to different demand creation methods?

How Customers Hear About You

Awareness is often the first step in a customer's discovery of a service or solution. Understanding the preferences and habits of the market can direct your communication efforts effectively.

1. Do they go to trade shows?
2. What books/magazines/websites do they read or visit?
3. Which ones do they trust?
4. What do their bosses read?
5. Who are the best salespeople they know?
6. Who would they hire to call on them?
7. What online forums or discussion groups do they engage with?
8. How do industry-specific trends influence where and how they source information?

Influencers

Identifying key influencers—those who sway public opinion or shape industry trends—enables you to orient your marketing outreach toward thought leaders who can effectively communicate the value of your service or solution.

1. How will we map our industry's influencer landscape?
2. What partnership or endorsement opportunities exist with these influencers?
3. How can we collaborate with influencers to reach a more targeted audience?
4. What content or experiences can we offer that will resonate with influencers and their followers?
5. In what ways can we measure the impact of influencer engagement on customer perceptions?