We’ve all been there. Management have initiatives they want to test. Marketing have hypothesis that need proving. There are new markets to explore. New products to launch. New segments to investigate. And limited resources and limited time to do it all in.
What’s more, you don’t know everything you need to know to get going, but you have to get going. You could be tied up in planning and focus groups for another six months but by that time the market could have changed. There’s a need to get out there quickly, and to do it efficiently. And there is a need to not blow the year’s budget on trying things out. In fact, first of all, you need to know what is worth investing time and money in.
Which is where our minimum viable prioritisation comes in.
The principle is simple. We use technology to create discreet live test scenarios. Creative deliver a minimum viable offering. It looks the part, it says what you need but they don’t sweat it. Creative aren’t getting precious over the delivery because they are testing propositions not delivering the creative executions. And it is agree upfront what the very least is that you need to test a proposition, and they deliver it, in a planning role. Everyone knows it isn’t perfect. But it’s there so that you can get out there quickly and test multiple propositions real time and in a live situation.
And then the fun begins.
What bombs gets drop –you haven’t invested much time in it so it’s no real loss.
What works well you develop. You invest the time spend time crafting it and making it as good as it can be.
And with modern technology this means you can run a minimum viable test on Monday morning and have a feel for it by Tuesday. You can shift weighting in real time and move so much faster. Working in this way we have delivered a very simple, but functional test website for a new product launch in less than 2 weeks and using facebook ads we were able to test 4 different creative routes. It proved the hypothesis and then enabled buy in and agreement on the business case to spend the time developing the real site afterwards.