Starting a new program / service without an in-depth understanding about what your customers need, want and desire, is a missed opportunity for revenue growth. It also leaves the door open to competing alternatives.

Reduce Your Risk

Preliminary research and analysis revealed a nonprofit botanical organization had strong adult education programming and camps for kids - but few inroads to the fast-growing startup / entrepreneurship ecosystem and a specific customer segment.

​A strategic approach was recommended to further explore the opportunity, instead of jumping in right away and launching events, courses and offering room rentals.  Steps included:

1. Deeply understanding underserved stakeholders (and their communities) through customer interviews, and discover their needs using Steve Blank’s Lean Startup / customer development methodology;
   
   
2. Focusing on highest-value innovation after initial hypotheses were tested and validated with real-world evidence. After the highest lifetime value customer segments were identified and qualified, and the organization would know who would be engaged and mobilized with the proposed initiative.
   
   
3. Ensuring alignment with the strategic objective of diversifying the organization's funding base;
   
   
4. Developing programs with confidence that product/market fit was firmly established and aligned to the needs to a validated customer segment for sustainable growth and success;
   
   
5. The organization would then be able to pursue targeted opportunities for grant funding, corporate partnerships; increased profile; thought leadership and recognition.​

Links & Resources:

• 3 Things I Learned at the NYC Botanical Gardens, (reference to cancer drugs), in Allure
• The Hottest Wellness Startups Are Selling Houseplants, in Fast Company
• The Growing Entrepreneurs Program & Partnerships

Randy S. Fisher

I am an advisor to Innovation Within, a SaaS software startup focused on customer discovery. I mentor startups, and am a mentor in the Rutgers University i-Corps program, a national network initiative of the National Science Foundation. 

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