Catapult your brand to success by focusing on the High Expectation Customers

Crepe Runner Skyrocketed to Success, Propelled by the Force of High Expectation Customers. It took me years of trial and error to master the elusive art of understanding product-market fit. Having embarked on my entrepreneurial journey at the age of 18, I navigated the intricate world of marketing, learning valuable lessons from every triumph and setback. Now, let me share a hack with you that can elevate your ideas, ensuring they resonate with a scalable audience right from the start.

Positioning for Success with High Expectation Customers (HXC)

In the ever-evolving landscape of business, High Expectation Customers (HXC) serve as the anchor to successful positioning. Identifying and understanding these discerning individuals is crucial to focus, avoid confusion, and pave the way for widespread promotion. Here are five essential questions to kickstart this journey:

1. Who craves your product or service the most? Dive deep into your target audience to pinpoint the ones who yearn for your offering.
2. Why does your product matter to them? Uncover the intrinsic value your product or service brings to fulfill their needs and desires.
3. How do they emotionally connect with your offering? Explore the sentiments your product or service evokes in your ideal users.
4. What tangible benefits do they derive? Identify the real-world advantages that make your offering indispensable to them.
5. Will your product surpass their expectations? Strive to not just meet but exceed the expectations of your High Expectation Customers.

Characteristics of High Expectation Customers (HXC)

The journey to successful positioning begins with recognizing the characteristics of your ideal users, the HXC:

• Discernment: They are the most discerning individuals within your target demographic.
• Value Appreciation: They acknowledge and enjoy your product or service for its maximum benefit.
• Research Inclination: They actively look up and research products and services.
• Innovative Thinkers: They contribute ideas for new products or services that save time, money, and enhance productivity.

Remember, if your product surpasses the expectations of HXC, it has the potential to resonate with a broader audience.

Caution: Early adopters are not necessarily High Expectation Customers. HXC align with the company's vision and values.

Finding the High Expectation Customers: Research is Key

Effective research is the cornerstone of identifying and understanding High Expectation Customers. Leverage various channels:

• General population or decision-maker surveys
• Single-question and open-ended surveys
• Embedded questions in sales or marketing calls
• Phone interviews
• Social media reviews
• Google reviews
• Customer service channels
• Product Intercept surveys
• App store reviews

Guiding Questions for Interviews and Customer Interactions

• What was expected and unexpected from the interviews and interactions?
• What direction do the results point to?
• How does this align with your current strategy, roadmap, and team?
• Who looks up to this person? Are they relatable or aspirational figures?
• Can you envision your product from their perspective?
• What might disappoint them, and how can you prevent it?

The Step-by-Step Blueprint

1. Set up your survey: Craft questions that elicit emotional responses, like "How would you feel if you could no longer use [your brand]?"
2. Segment your audience: Identify and categorize supporters to paint a vivid picture of your High Expectation Customers.
3. Analyze feedback: Transform on-the-fence users into fervent supporters by addressing concerns and building on what they love.
4. Roadmap improvements: Double down on features that resonate positively and address obstacles hindering broader adoption.
5. Track product/market fit: Constantly monitor and refine your approach, using product/market fit as your North Star metric.

Incorporating these steps into your strategy will not only unveil your High Expectation Customers but also propel your business toward sustained success. Remember, the journey to understanding your audience is ongoing – adapt, refine, and conquer the market.

About Salaam

Abdus Salaam, a four-time national award-winning serial entrepreneur, has woven success stories in Sri Lanka. His journey began at 18, balancing multiple jobs while spearheading his startup. Salaam, is a self-taught obsessive, resilient Marketer and an AKA Entrepreneur.

Leading Crepe Runner, he transformed it into a household name in Sri Lanka with global expansion on the horizon. Salaam's resilience and unconventional problem-solving position Crepe Runner for rapid growth.

Abdus Salaam's journey is a testament to entrepreneurial spirit, innovative marketing, and transformative leadership, contributing significantly to Sri Lanka's Local QSR Chain business landscape.