Startup and Innovation Management

Question What type of “MVP” test
you will go for your
product ?

Thank You

“Eyes of Idea” III

Test Marketing

Baba Gnanakumar



8111 views in
youtube



Test  Test marketing is a tool used by companies to provide
marketing insight into the probable market success of a new product
or effectiveness of a marketing campaign

Why Test know how your new know what people think of
Marketing ? message and brand platform your brand?
resonates with your
audience? know what people think of
your latest campaign?
pre-test campaign themes
before launch to best
optimize for success?

understand what visuals are
going to drive action?



Types of
Test
Marketing





Alpha testing

Calibration
of

UV
spectrometer

BetaTesting

Beta testing

Testing //
Demo with
User

Case of
Bamboo India

Alpha
Testing

 Sales Wave Research
 Beta Tests

Simulated
Test
Marketing

Beta test

Controlled
Test
Marketing

Beta test

Market
Tests

Gamma testing













Test
Marketing

Kia Sonnet







Outputof Test Marketing = MVP

Minimum Viable Product

 A minimum viable product is the most rudimentary form factor or feature set that
early adopters will use and contribute feedback to during the product
development phase.



MVP

MVP





 MVP Approach





Customer  This is essentially an unscripted interview with customers
interviews designed to elicit information about the problem your
product is trying to solve. These interviews are meant to be
exploratory rather than as a sales pitch for your product,
functional or otherwise. This process can be continued by
listing down the problems you assume your product will
solve and then asking what the customer thinks about them
as well as how they would rank each problem.

Landing pages  The “Landing Page” is the first page visitors and
potential customers come to when they’re led down
the funnel towards your product. It’s a marketing
opportunity where you can explain your product’s
features and have them sign up, but at the same
time and for the same reasons, it’s also a great MVP
that lets you test your product against real-world
market expectations.

A/B Tests are used to test the effectiveness of any changes A/B Tests
to your product or marketing. Various analytics tools can
be used to test how visitors react to the design decisions
you make, eliminating the guesswork when it comes to
improving the product.

A/B testing allows you to test two versions of the page or
marketing copy and let visitor interactions determine
which one performs best.







Ad  Perhaps counter intuitively, ad campaigns are a great way of
Campaigns running market validation surveys. Google and Facebook are
platforms that allow you to drill down demographics to the
particular target customer you’re trying to reach, and this lets
you run a low-fidelity test to see which features or aspects of
your product are most appealing to them. Running a campaign
through these services gives you statistics like click-through-
rates and conversions which can be valuable information in
determining what your product will be and how it will run.
These can be combined with A/B tests.

 Crowdfunding websites like Kickstarter and Indiegogo, Fundraising
among others, also provide a great platform for running
MVP tests. These websites are essentially collections of
MVPs where the market response is judged by the interest
people show in the form of contributions to the
campaigns.

 If a picture is worth a thousand words, then a video
demonstrating your products user experience is worth a
million. It began with a 3-minute video that demonstrated.
The video was targeted to tech-savvy early-adopters
appreciated the easter-eggs and humorous references
throughout the video itself.

Explainer videos