(SERIES: TAMING THE TWO HEADED BIZ MONSTER) - WK6: BUILDING DEMAND - WHERE TO START - DONNA KUNDE & WILLIAM EASTMAN

We are picking up from last week on going all in on creating demand - getting people excited about our offer and raising their hands for more information.

EPISODE 21:  NETWORK EFFECT & USER FRIENDLY = nFx + ux 
Now that is a mouthful, two different topics smashed together to build a powerful model. What we have done at IBGR is to combine the strategic model of network effective (nFx) with the tactical approach of user friendly (ux).  We are not trying to make this difficult, rather to find an easy way of making it impossible for the excited to leave the process.

Topics

• First is excitement, second is user friendly

Keywords:

EPISODE 22: (nFx) FREQUENCY, RELEVANT, UNIQUE, VALUE, DISTANCE
Starting with the strategic view first, this is based on a 'math formula' we we picked up from the Network Effect Guild. We love it because on the surface it makes sense then when you at how it describes the success of technologies over the last 25 years - we were convinced enough to make it our strategy to become an Unicorn. We will address 5 of the variables during this segment.

Topics

• Build social networks to reduce the DISTANCE between you and the members, and between the members to increase the networks INFLUENCE;
• by increasing the FREQUENCY of contact, make sure the information is RELEVANT and UNIQUE,  and creates long-term VALUE - not just one time consumption;

Keywords:

EPISODE 23: (ux) LOOK, FEEL, USABILITY
Now that the big picture is out of the way the question being answered is HOW? When we started IBGR in early 2020 the first visible representation of our existence was a website. Given our executive team had worked with several software companies we were familiar with the concept of user friendly or UX. Although it's purpose was software and later websites, it is really a killer model for looking at the business from the customers perspective. The goal is like Hotel California - once in you never leave.

Topics

• Look: Effectiveness, Efficiency, Engagingness, Error Terror, Ease of Learning;
• Feel: Words, Visual Representations, Physical Space, Time, Behavior;
• Usability: Utility, Desirability, Brand Experience

Keywords:

EPISODE 24: ONE MODEL, ONE APPROACH
The fun segment - how does it all fit together. In order to create awareness and then enough excitement to start the engagement process - what should my presence on all platforms and media look like.

Topics

• ​Emphasize: understand what the visitor is looking for and what type of experience will make them return (nFx).
• Define: bring the visitors needs and wants into the site design by defining it into requirements and specifications (nFx).
• Ideate: think outside normal boundaries where everything is possible, don't comprise (ux)
• Prototype: bring reality into the picture by building your 1.0 version and make the right compromises (ux).
• Test: make the site available (2.0 version) as a soft launch, gain user interaction to feed back into the process (ux/nFx).

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