Defining the market & JTBD of brand

We now have defined the product and ICP. The next step is to understand the market and based on that, understand the core JTBD of your brand. This is the last step, after which, we'll go on to craft the core value prop for your brand.

Understanding the product
Understanding the ICP
Understanding the market and JTBD

First, understand if you are a new product in a new category or new product in an existing category.

Airbnb was a new product in a new category. Even though travel & hospitality industry existed, Airbnb wasn't really operating in that industry. Initially, there was no established market for renting out personal spaces as short-term accommodations, which meant Airbnb had to create a new category. They had to educate both hosts and travellers on the value of sharing homes as opposed to staying in hotels.

Next, understand if your product is a pull or push product.

To understand if your product is a pull / push product. Here is a framework to decide:

Airbnb started as a push product. They had to convince both hosts and travelers to trust the idea of home-sharing. It required extensive marketing and trust-building initiatives. Over time, as the market became familiar with the concept, Airbnb became more of a pull product, with customers actively seeking unique and affordable accommodation options.

Once you've figured out the the category & type of product, jot down the JTBD of the brand.

Here is a JTBD matric based on category & type of product:

	Push Product	Pull Product
New Category	JTBD: - Educate the market about the new category - Create awareness and build trust	JTBD: - Create awareness about the product - Create preference over existing solution
Existing Category	JTBD: - Educate the market about the category - Differentiate from existing players	JTBD: - Create a brand preference - Create a strong brand recall

In this section

you need to understand the category and JTBD of your brand:

Figure out if your product is in a new / existing category
Figure out if your product is a pull/push product
Figure out the JTBD of your brand. Also get some ideas on how will your brand fulfil the JTBD. For eg. if your brand's current JTBD is education, think directions in which you can educate. if it is highlighting the USP think about the USPs and best way to highlight it

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