In Sketch 1 we met Tim and saw how Passacaglia helped him to evolve his idea into a business: DinoDeliveries. In Sketch 2, Tim faces a new challenge.
Sometimes the true value of your product lies in satisfying a need you didn’t know existed. Listening to your customers can be unlock surprising opportunities...
An idea fails to thrive...
01 DinoDeliveries was not thriving and Tim was worried. Investors were unimpressed by sales and plans to expand had been put on hold. But Tim knew his Dinos had potential. He needed to take a step back and align his product to its market.
02 Tim discussed DinoDeliveries with Passacaglia. His biggest service challenge was adhering to the delivery schedule: delays were introduced by children crowding around the dinos and begging for rides. The dinosaurs’ popularity became DinoDeliveries’ biggest stumbling block.
To make matters worse, two strong competitors launched in the parcel delivery sector and Tim found it hard to compete with their turnaround times. It was time to talk to the market.
Listening to your customers
03 Tim reached out to his customers and found that households with children were overwhelmingly positive and loyal users of DinoDeliveries, in spite of the slower turn-around times.
04 Tim worked with Passacaglia to make sense of the feedback. He recognised that his best customers were seeing a value in DinoDeliveries that was unrelated to its offering an efficient delivery service.
Finding your true value
04 Passacaglia helped Tim pivot towards his new understanding of what customers actually valued about his offering. The nascent technology was repurposed to deliver what his customers actually wanted...
05 Tim’s engagement with his customers paid off. He transformed the fortunes of his company by identifying a market where his offering was truly valuable and which was quite different to the one he originally had in mind. Tim saved his Dinos from extinction and found a way to serve his true customers.
From mediocre to magnificent
06 Being in the market and engaging customers enabled Tim to develop insight into what value he could really deliver: Dinosaurs not for parcel delivery, but for entertainment. Remaining open to the pivot enabled Tim to turn potential failure into a viable business, and pursue his passion for dinosaurs to boot.
07 With more customers came more feedback and new ideas and we continue working with Tim to continually improve his offering.
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