Acquisition project on Uber edited...

Understand the user

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

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Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table

Criteria	User 1	User 2
Name
Age
Demographics
(refer the table below)
Need
Pain Point
Solution
Behaviour
(refer the table below)
Perceived Value of Brand
Marketing Pitch
Goals
Frequency of use case
Average Spend on the product
Value Accessibility to product
Value Experience of the product
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

B2B Table:

Criteria	ICP1	ICP2
Name
Company Size
Location
Funding Raised
Industry Domain
Stage of the company
Organization Structure
Decision Maker
Decision Blocker
Frequency of use case
Products used
in workplace
Organisational
Goals
Preferred Outreach Channels
Conversion Time
GMV
Growth of company
Motivation
Organization Influence
Tools Utilized in workspace
Decision Time
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

Criteria	ICP 1	ICP 2
Adoption Curve	High	High
Appetite to Pay	Low	High
Frequency of Use Case	Medium	Low
Distribution Potential	High	High
TAM

Understand the product

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)

Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

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Detailing Organic Research

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)
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Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

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