Understand the product

Suggested Time Allocation for This Section: 3-4 hr

Now that we have begun understanding our users, lets also understand the product.

User
Product
Market

Just imagine: you want to make your favorite meal but you start cooking without knowing your ingredients, you might mix things that don’t go together, cook at the wrong temperature, which ends up with a meal no one wants to eat.

Understanding your product deeply ensures your strategy is tailored to its strengths, making it more effective.

So how do you do that?

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Core Value Proposition

We now have a list of all the insights for your brand related to the product. The next step is to nail the core value prop for your brand. This will help everyone in your team understand what you brand is really about, in one line. It answers the core question of "who would buy my product and why?".

Articulate the core value prop for your brand. The template to use here is:

For [target customer] who [needs X], our [product/service] is [category of industry] that [benefits/provides pain relievers]

The core value prop for Airbnb will be:

For travelers who want to experience authentic local stays and avoid traditional hotels, Airbnb is the home-sharing marketplace that provides unique, affordable, and community-driven accommodation experiences.

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