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Milestone 5: Verification
At this stage, clients understand their
market, have uncovered opportunities, are well positioned and have
established a compelling business model. Typically, they are
comfortable with product development and have customers as well.
Most companies prematurely declare victory at this juncture
and are ready to commit to full-scale, expensive marketing. However, VPM recognizes that to achieve market success a product has to
deliver on its positioning promise.
VPM's methodology invokes three levels of verification representing
increasing levels of customer endorsement:
-
The product sells!
Purchase reference-ability
-
The product works!
Product reference-ability
-
The product delivers results! ROI reference-ability
Shortcutting this critical VPM milestone with a "premature
launch" is often fatal.
|
Don't declare
victory prematurely...
deliver on your
positioning promise!
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