Thursday, July 15, 2010

My Launch Story -- Product Launch Formula Worksheet

Who is your prospect? Pretend your prospect is sitting across from you right now... define him or her in great detail. How old are they? What gender? What are their interests or passions? What do they like and dislike? Where do they live? Are they married? Have kids?

Paying customer is parents of a Jewish child age 7-12. The average age of Jewish Bostonian mothers at first childbirth would be
approximately 28.5 years old. Assume 4 years between children, and two children in total. Expected maternal age at Bar Mitzvah in Boston would be age 43 and at Bat Mitzvah would be age 42. This demographic has a 30% to 34% divorce rate.
So, 3/10 will be single parents relative to that child, but 2/3 of those will have remarried. Given one Jewish parent, there is
a 53% that the other parent (or step spouse) will be Jewish.

Our ideal target is already affiliated with a Conservative or a Reform synagogue, although some will affiliate for the Bar Mitzvah or Bat Mitzvah.

While the Mother carries the "Jewishness," it is often the father who passes on the Jewish learning to the next generation.

Our core target audience is Jewish Married (to original spouse) Couples in Boston. Approximately 35% (70% are still married to original spouse, 50% of spouses are Jewish) of Jewish Boston kids fit that criteria. We will later expand to reach a broader segment of the Jewish community.

What does your avatar REALLY want? What are their inner core desires?

* Continuity: Deep down, they want to have Jewish grandchildren.
* Social status: Want their children to have high social status and to belong; themselves want social status.
* Connection: With tradition and other people.

What are their major HOT points?

* Juggling expenses with social status
* Respect gained by their child in synagogue

* Will their children be sought after marital partners?
* Will their children marry a Jewish spouse?
* WIll their children be happy and not get divorced?
* Will their children have children?
* Will those children be Jewish and have a Bar Mitzvah or a Bat Mitzvah?

What are their top fears and frustrations- what keeps them up at night?
What makes them mad? What do they worry about?

* Having Jewish grandchildren raised in a stable home
* Range from closeness to Judaism and comfort with Judaism, to general fear of unknown and not knowing whom to trust

What are their top wants and desires? What’s the outcome that they really want in whatever area of their lives that we’re involved in? What are they really after? What is the end goal they think they want?

* Many think they want a big party
* Many want social status for themselves and their child

What does your product do or give your prospect that he or she doesn’t know about?

* Increases their child's knowledge
* Enables child to gain status in their community through knowledge
* Be noticed by other Jewish kids
* More likely to build commitment to Judaism and to marry a Jewish spouse
* More likely to raise kids as Jews

How did you find or create your product/solution?

* Early employee at Oracle Corporation
* Sabbatical (5 years) studying Bible in Israel
* Experienced Entrepreneur
* Built contacts with leaders in Israeli and American Jewry, particularly in Bible field

Seeking to help Bar Mitzvah children learn to read Torah and Haftorah (Prophets) to increase long-term Jewish retention.

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