Value-centric app concept development.

A well-developed and solid app & business startup concept statement and description are both an art and a science.
The science comes from having the right elements in the right combination of the equation.
The art comes not just from the language used to bring the elements to life,
but also the creativity & innovation process designed to get you there.
 
The goal is to identify and define the key user benefits and their reason and motivation to start using your app.
Sound easy? It’s usually not. The key to writing smashing concepts comes down to knowing how to put them together.
 

The purpose of concept development.

The purpose of this exercise is to be able to pinpoint how to value innovate your app,
AND get a flying start to build your app innovation, business & marketing strategies & plans.
Don’t wait until your prototype 1.0 is wrapped up. Getting early feedback on your concept will help
empowering strategies and shape your prototype even smarter.
Early Proof-Of-Concept validation (Round 1) is the key to reduce uncertainty and risks.
 
Value-centric concept development is most of all about to explore the potential.
 

The process matters.

Structured brainstorming and creativity put into system.
That is what you get with the One Greater App concept development process.
Don’t attempt to write an app-launch-ready concept in one step.
 
Instead, use a multiple-step process:
First, write a concept outline, later on optimize and refine it. Then get external feedback.
 
7-steps are provided to identify, explore, assess and define how the concept is user-oriented and value-centric for the end-users.
A range of subquestions and examples are worked out to ease the brainstorming process.
The model is a mashup of smart value-centric innovation frameworks combined with design thinking for business.
 

A 7-steps value-centric model.

Start with user-centric insights. An insight should be one of the following:
 

  • A clearly stated, compelling user-centric value (User story of their challenge, problem or hassle)
  • A truth about your target user, customer or consumer’s challenge, problem or hassle.
  • A state of how to deliver unique value for your target user (User/Customer benefits)

 

Identify benefits that motivate the users.

A benefit (High user value) can be functional or emotional; but which is better?
This is an age-old question in marketing. Don’t focus on features in this step.
While we know that consumers ultimately make decisions based on emotion and passion,
that doesn’t mean a rational benefit can’t work.
A rational benefit lets the consumer easily connect to the emotional benefit in their own mind.
 

How do you value innovate?

Are you a First-Mover with radical innovations?
Or are you a Follower with incremental innovations?
Different strategic approaches have their pros & cons hence digital;
marketing, brand awareness & position and user adoption speed.
 
What is innovative? The concept itself? The planned app features? The business model?
Are your innovations radical? (New to the market/users, high novelty)
Or incremental innovations? (Building new greater ways of existing solutions/features)
Or will it be a mix of radical and incremental innovations? (Often a smart choice)
 
Are the planned innovative features balancing complexity (Reducing risk for copyists),
with clearly defined usefulness?
Will it be disruptive? Is the potential there to disrupt existing players?
 

Output of the excercise.

The output will be a one-page concept description.
Making a one-pager is not the goal, it’s the “art of questioning” and what insights you learned to get there.
The results of the concept development shapes the foundation for your strategic direction,
and will enhance your innovation and business strategies and revenue stream models.
 

Final step: Concept-testing & validation.

The final step is all about getting your first draft of concept description evaluated.
This is done by a mix of external target end-users. Refine based on invaluable tips from target users.
This way you will provide solid insights, assessing all the core dimensions of your concept and planned app.
Suggested tools for concept-testing is launching a web survey or Facebook poll for a closed group of early testers,
which later can be a group of motivated handpicked BETA testers.
 
Learn more about the next step, building your innovation & business strategy.
 
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