CHAKMAKIAN
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Customer Validation


It is critical for companies to continuously validate their beliefs about the overall market and their customers, to ensure they have a sustainable business, develop the right offerings, and position the company and products appropriately.

Problem
Early-stage companies typically do not have the benefit of many ongoing customer relationships for product validation and refinement. They can only make educated guesses from readily available market research or talking with potential customers, partners or industry analysts about their proposed offerings. This is typically not enough to build a solid business plan, make financial projections, raise capital, refine offerings, or be confident about how to best position the offering to the target market. Early-stage companies often rule out customized research because it can be time consuming and expensive.

Solution
In the absence of real customer feedback, targeted customer validation research is the best way to get clarity on numerous business and product questions. The sooner and more frequently it is done, the more quickly the organization can make critical business and development decisions. Karen is experienced in working with organizations to put together thoughtful, informal customer surveys. She has also executed formal research studies via email, websites and meetings with potential customers in person and by phone. When appropriate, she refers this work to a firm with more than 15 years of experience with development and execution of successful customer validation and win/loss studies.

Results & Benefits
Properly designed and executed customer validation studies can be one of the most significant marketing values for early-stage companies or organizations that are repositioning themselves or developing and launching new products. These studies bring together a wide variety of customer feedback enabling critical business and development decisions. They can also clarify how the company is perceived externally and provide benchmarks at various points in time. Lastly, they can be designed so that the marketing organization can publish the positive results in various outbound communications to improve corporate credibility.