Before you start, and what strategy is
Before this course: Financial Plan (course 2.3.2). Before that: Business Plan in One Weekend (course 2.3). You already have a one-sentence idea, a price, costs, a break-even number and a 12-month forecast. A map is only useful if the roads on it are real. This course checks the roads: who really wants this, who else is on the road and which turn to take.
- This course assumes you finished courses 2.3 and 2.3.2. You have a one-page plan, 5 customer conversations, a competitor table, a start-up budget and a 12-month forecast with low, expected and high cases, with each assumption written on its own row.
- Strategy here means a set of choices: who your customers are, what you offer them, how you are different, and what you will not do. Choosing means leaving some things out.
- Market research is collecting facts about customers, competitors and the market so you can make better choices. Secondary research uses information that already exists. Primary research collects new information yourself (BDC).
- BDC's advice is to start with a scan of secondary sources for a high-level view before primary research. Before starting primary research, decide what business decisions it should inform, who to talk to and the single question that matters most.
- BDC also warns not to rely only on the web, your personal network or anecdotal feedback.
- A research plan has four lines: Decision (what will I choose after this?), Question (what do I need to know?), Source (where will I look or who will I ask?) and Rule (what result would change my mind?).
- Research does not guarantee success. It lowers the chance of being surprised by facts you could have checked.
- Your forecast assumptions from course 2.3.2 are the raw material for this course. Each weak or "guess" assumption becomes a research question.
- Open your course 2.3.2 assumptions tab.
- Mark every assumption that is a guess (for example "20 new customers a month", "customers will pay $12").
- Pick the three guesses that would change your plan the most if they were wrong.
- For each, write the four lines: Decision, Question, Source, Rule.
- Write one sentence that names your single most important question.
- Check: you have three research plans with a rule that says what result would change your mind.
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Read the video script
[Host] "A map is only useful if the roads on it are real."
[Text on screen: Decision. Question. Source. Rule.] "Before you research, write four lines: the decision, the question, where you will look and what result would change your mind."
[Screen: an assumptions list with three rows highlighted] "Start with the guesses that would change your plan the most if they were wrong."
[Text on screen: BDC: scan existing sources first, then ask people] "BDC advises starting with existing sources and only then collecting new information."
[Host] "Research lowers surprise. It does not promise success."
Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses.
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I'm learning "Strategy & Market Research: position, compete and pivot" on The Future Market. Lesson 1: "Before you start, and what strategy is". What the lesson teaches: - This course assumes you finished courses 2.3 and 2.3.2. You have a one-page plan, 5 customer conversations, a competitor table, a start-up budget and a 12-month forecast with low, expected and high cases, with each assumption written on its own row. - Strategy here means a set of choices: who your customers are, what you offer them, how you are different, and what you will not do. Choosing means leaving some things out. - Market research is collecting facts about customers, competitors and the market so you can make better choices. Secondary research uses information that already exists. Primary research collects new information yourself (BDC). - BDC's advice is to start with a scan of secondary sources for a high-level view before primary research. Before starting primary research, decide what business decisions it should inform, who to talk to and the single question that matters most. - BDC also warns not to rely only on the web, your personal network or anecdotal feedback. - A research plan has four lines: Decision (what will I choose after this?), Question (what do I need to know?), Source (where will I look or who will I ask?) and Rule (what result would change my mind?). - Research does not guarantee success. It lowers the chance of being surprised by facts you could have checked. The exercise I'm working on: Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses. I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "Before you start, and what strategy is" from the course "Strategy & Market Research: position, compete and pivot". Here's what the lesson says: Before this course: Financial Plan (course 2.3.2). Before that: Business Plan in One Weekend (course 2.3). You already have a one-sentence idea, a price, costs, a break-even number and a 12-month forecast. A map is only useful if the roads on it are real. This course checks the roads: who really wants this, who else is on the road and which turn to take. The activity: Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses. Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Sources
- BDC, How to conduct market research for small businesses: www.bdc.ca/en/articles-tools/blog/how-conduct-market-research-small-bu
Secondary research: size and shape the market
This lesson is part of full access: every course and every level for one payment.
Primary research: customers, surveys and privacy
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Competitor analysis
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SWOT and positioning: choose your place
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Test your assumptions
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Pivot or persevere, and update your plan
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Final project
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Quiz
What is the difference between secondary and primary research?
Secondary uses information that already exists; primary collects new information first-hand.
What four lines make a research plan?
Decision, Question, Source and Rule.
What is a smart step before primary research?
Scan secondary sources, and decide what decision the research will inform.
Why write the date and source link beside every number?
Numbers get old and others should be able to check them.
Why ask about the past instead of "would you buy this?"
People are polite; what they did is stronger evidence than what they say they might do.
Which is stronger proof: a compliment or a pre-order?
A pre-order.
Which kind of law usually covers collecting customers' personal information?
Your country's privacy or data protection law.
Name three common competitor types.
Direct, secondary and substitute.
How often is it sensible to do a full competitor analysis and a quick refresh?
A full one at least once a year and a quick refresh every couple of months.
What do the letters in SWOT stand for, and which are internal?
Strengths and Weaknesses are internal; Opportunities and Threats are external.
What is a pass rule?
A result you write down before a test that says what counts as success.
What is a pivot?
A structural course correction to test a new fundamental hypothesis, based on what you learned.
Final exam
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Certificate
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