Target Market Interviewing Tips and Examples [Product Design and Development]

I feel that target market interviewing is one of the best ways that growth hackers, product developers, entrepreneurs, and investors can spend their time.

In this lecture, you’ll find some tips regarding asking questions of interviewees, receiving their feedback, how to take notes, and more.

You can also find a free target market interview script on Eazl’s free student resources page.

This lecture is part of Eazl’s Business Launch Program  and we also reference it in our Growth Hacking Masterclass. Enjoy and share!

From Kissmetrics: Your Customers Don’t Care About Your Product

To learn more about the Jobs to Be Done concept, check out our Customer Service 2.o certificate course.

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“It’s true. Your customers don’t care about your product. Don’t worry, they don’t care about your competitor’s products either. Your customers don’t care about any products. Thankfully, your customers do care about something, which is why they buy your product.

Your customers care about the progress they will make as a result of using your product.

As Growth Marketers and Product Builders, it’s our job to make sure customers understand how our product will change them for the better. Then we can create an efficient customer funnel that turns potential customers into loyal, repeat customers. We use data to optimize each stage of the user lifecycle. However, it’s easy to get bogged down in user data and product features. When we lose sight of whether or not our customers have realized the better life we’ve promised, the customer becomes stuck in our funnel and we lose our customer.”

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Finding Mastery Podcast

This is a guest post from Eazl community member Amanda Rose. Connect with her on LinkedIn by clicking the image below.

Amanda Rose Eazl

On my daily excursions with my best friend, Tumbles, I play a game with myself. While she’s smelling bushes and gopher holes, I examine the houses on our route. As we pass each house, I question myself about the family inside, and I wonder about how they achieved suburban splendor. “What do they do for a living? How did they achieve their goals? What did they overcome? Was it a sink or swim situation? Were they a child prodigy?” Some of the questions I ask myself might seem silly, but it’s a direct reflection on my personal desire for progress. I project that these people have found their purpose, something I have yet to do for myself.

These seemingly successful people are all around me, and often times, all around us. It’s not easy to strike up a conversation with a total stranger, especially if you’re hoping to glean some insight about yourself from them and their story. That’s why the podcast movement is so important for young professionals like myself – phenomenal interviewers can delve into the minds and lives of highly successful people, and we get to eavesdrop. The Finding Mastery Podcast is currently one of my favorites.

Finding Mastery Podcast Eazl

Finding Mastery makes titans of athletics, business, and art accessible to the public. The host, Dr. Michael Gervais, is a high-performance psychologist who, over the course of each episode, examines and dissects the guest’s journey through life and the struggles they’ve faced, the guest’s psychological framework and how they interact with the world, and the mental skills and values necessary to become successful in intense, performance driven environments. Hearing wildly successful professionals discuss their own hurdles and shortcomings is both comforting and inspiring, and I can better see how my path is developing by learning from the experience of others.

dr. michael gervais eazl

Michael is a wonderful interviewer. His experience working in high stakes environments gives him the insights necessary to provide a space where his guests can open up and share personal anecdotes of failure and triumph. These honest conversations are the key to what make the podcast great. Michael believes, and I agree, that these honest conversations are important as “informal education” – lessons learned outside of a classroom and through experience. I have no interest in a glossy puff-piece on someone’s success. I’m a work-in-progress, and knowing that my situation isn’t unique, helps motivate me to keep improving and striving for greatness.

Guests on the Finding Mastery Podcast include world record holding athletes, gold medallists, CEOs, head coaches, and more. There really is an interview here for everyone. However, the most impactful guest for me has been Amy Hood, CFO for Microsoft.

Amy’s leading position in a global corporation is hard for me to imagine in my current stage of life, but the challenges, motivations, and self-descriptors that she and Michael identify during the interview resonate deeply with me.

Eazl Amy Hood Microsoft

Amy remarked that she’s viewed as intense, “bitchy” as she jokes in the interview, and that her self-worth has always been determined by performance output. She lived in fear of failure and was very hard on herself when she didn’t succeed as she intended. Most notably for me, she mentions that she can be unintentionally intimidating because she thinks quickly and speaks with confidence in front of others. As a woman, I know this behavior is often misinterpreted or dismissed. I also think and speak quickly and with confidence when I’m problem-solving with a group, and I have personally felt members of the group disengage out of intimidation. Michael and Amy discuss her moments of self-realization and the tools she uses to “round the edges”, so she can communicate more effectively, as well as how she shifted her perception from “perfection” to “progression”.

Amy speaks on how these lessons helped her create an inclusive corporate culture – one that didn’t promote the radical pressure that she unnecessarily placed on herself for so long. I was excited by her passion for providing her coworkers a sense of belonging. Shifting her own mentality, as well as her coworkers’, has encouraged much more success and growth in the company. Her episode is a must-listen, and I was literally vibrating with inspiration afterward.

An informal education strengthens a formal education, and I highly recommend the Finding Mastery Podcast as a means for rounding out your experience and finding inspiration. Dr. Michael Gervais provides a space for some of the most successful people in the world to share their tips, tricks, and techniques for mastery with me and you. The variety of industry, experience, race, gender, and creed is astounding, and I’m sure you’ll find multiple people whose stories resonate with you and encourage you to seek mastery for yourself. Now when I’m out with Tumbles, I’ll think to myself, “I create my own purpose. I’ve got this.” And so do you!

Finding Mastery also has a closed Facebook group with an engaging community looking to help anyone along their current journey and you can follow their Facebook Business page here.

Being an Entrepreneur is Hard

Being an Entrepreneur is Hard

Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

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If you’re reading this, share your self-employment experiences with me. I want to get to know you!

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How Startup Funding Works

Let’s talk about 💰 and new business ventures. The most important thing for a new venture is that has a product or service that people really love. The second most important thing is that the team is able to get the money they need to be able to tell people about what they’re doing. They need to grow their audience. So, how did this usually work?

Funding Rounds
Usually, each time a business receives investment from outside people (not banks) they’re selling some kind of ownership stake in the company. For example, if your dad invests $25,000 to help you get started with the understanding he’ll get an ownership percentage later, that would be a funding “round.”

If a year later, a group of 3 angel investors got together and each put in $50,000 to buy some of the company, that’s a “funding round” too. And if you did really well and a venture capital fund invests $2 million later, that’s a “round” too.

Most people would call your dad’s investment a “Friends & Family” round, the angel investor funding a “Seed” or “Angel” round, and the venture capital investment (the third step) a “Series A” round.

Angel Investors
Angel investors are usually the first people to invest in a company after the founder herself or the founder’s friends & family gets things moving. Angel Investors usually put in relatively small amounts of money and often work actively to help the company make progress.

In the real world, you’ll often run into “Angel Groups” like the North Bay Angels who were involved with Eazl in the early days. These groups are clubs for angel investors who look at companies together and sometimes partner up to make investments in startups. The individuals in the groups usually like to ask the other angel investors what they think before they make an investment.

Venture Capital Funding
Once the company shows that people really interested in whatever it has created, the company might be able to get venture capital funding. The Series A round usually means the first time venture capitalists invest in a company, and usually they make an investment of $1-5 million.

If the company successfully grows using the Series A money, it can raise a larger amount of venture capital money which would be the Series B round and so fourth.

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These Brands are Killing It on Instagram

these brand are killing it on instagram

I love finding branding and marketing inspiration on Instagram and I’m loving the platform in general these days because the user experience is a lot more enjoyable than the toxic environment on Facebook. You can find out more about how we feel about THAT whole sitch here.

In my feed, I like to see posts from a mix of different kinds of companies because, as a marketer, I’m constantly paying attention to what other marketers are doing well. If you are a marketer or a small business owner, you might know what I mean. And I’d LOVE to see what profiles you’ve been following for ideas and inspiration. You can leave a comment below or Tweet at me and I’ll check it out your favorites.

Lately, I’ve been feeling an intense amount of marketing love for a few companies in particular.

  1. Moondeli
    Moondeli makes healthy tonics that can be added to nut milk, coffee, juices, and smoothies. Their ingredients feature some of the highest quality, most potent rainforest plants like turmeric, maca, and cacao.

Their branding enforces the “alternativeness” or, shall I say, traditional kind of health products they sell. (I always think it’s funny to call ingestion of ingredients that have been known for their health properties for hundreds and hundreds of years “alternative” just because we’ve made advancement in medicine. You can have both, you know?)

With Moondeli’s branding suite, you really do feel like you’ve been pulled into a community and an experience that centers around beauty and natural health. From their logo and typography to the corresponding symbols on their different products, they’ve created something that is attractive; something that possesses all of the right elements to get their target market’s attention.

 

They invest a lot in their photography as well. They are consistent in their themes, layouts, and colors -a ton of the flatlays feature crystals with a color palette of pinks, blues, greens, and greys. It’s that kind of ethereal feel that is earthy yet coming on trend. It’s just pretty and fun to look at.

🌑💜💭✨ #energytonic ✨ #almondmilk ✨ #amethyst ✨ #intentions

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Something else they are doing right? User generated content. They’ve created a culture where their community feels so connected to Moondeli’s product, strangers are tagging away and the company ends up with a ton of free, beautiful content to fill their Instagram feed and build their credibility. Not only that, but it also seems that the community has taken cues from the company on what the aesthetics of a photo featuring a Moondelli product should look like.

And it’s in the customer’s interest to create a photo that Moondeli might share because it might help them grow THEIR OWN audience.

See what they did there?

Stunning capture by the radiant @sidneybensimon 🙌🌞💙✨#gratitude #plantmedicine #love

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Finally, I love that Moondeli breaks down the barrier and rids the customer of the burden of HOW IN THE HECK to use their products. They frequently give tips on on new uses and include recipes in many of their posts. There’s also a recipes page on their website. This serves the purpose of eliminating hesitation to purchase because the viewer already knows specific ways they will use the product.

Enjoy some more of Moondeli’s eye candy and check out how I used some of their products here.

  1. The Grievous Angel
    Shiyana of The Grievous Angel is a ceramicist who runs her entire business with just an Instagram account (over 90k followers) and a SUPER SIMPLE website that currently features all of her sold out creations. Think about that next time you get caught up opening accounts and building elaborate websites when you should be focusing on your product.

 

My favorite handmade indulgences all in one- 🌿Pottery 🌿Rings 🌿Body Care

A post shared by Shiyana (@oxandotter) on

Shiyana creates beautiful, one of a kind ceramic mugs and bowls and is a self-described Ceramic Artist Glaze Witch. What’s fun about The Grievous Angel is that you are following HER -the creator of the beautiful pieces that you might someday get to purchase if you can catch a mug in your cart before they all sell out. Since you see her often, posing with her Black Wave and Midnight Rose works of art that happen to hold coffee, you feel a much stronger connection with the brand. It’s that feeling of friendship that social media is so capable of creating between a person and their stranger-followers.

The Grievous Angel has a look that users are clearly responding to, so Shiyana is smart to focus on creating variations of the same kind of design, “milking” what is already working for her.

One thing that I love most about Shiyana’s content is the amount of effort she puts into her photoshoots. Rest assured, there WILL BE color coordinated nail polish that compliments the mug on display and everything from her makeup and clothes to the background reinforces the branding. Really, it’s just her taste that is very unique, beautiful, and focused.

  1. Liberated Heart
    With the ultimate summer/festival wear, Liberated Heart is also tapping into the witchy, celestial vibe that Moondeli and Ox and Otter have done so well. They operate mainly between their Instagram Account and website.

When the brand launched in 2013, it gained a cult following and became a  leader in festival fashion and, after that an additional surge in attention when model Candace Swanepoel was photographed wearing one of their dresses. Then, the company focused on engaging the influx of commenters on their Instagram photos, which really paid off for them.

I think that Liberated Heart manages their ratio of content expertly. It’s a good mix of straight product promotion to sell specific items for their catalog and themes like desert scenes, palm trees, beach frolicking that support the branding so well.

Weekend setup vibes ✨✨✨ @lisadanielle__

A post shared by LIBERATED HEART (@liberatedheart) on

 

  1. Room Service Vintage
    I used to shop at Room Service for most of my furniture and a lot of my decor during the time I lived in Austin, Texas. I continued following them for years after I moved because I love to torture myself with vintage steals that I can never have because they don’t ship.

Room Service uses their Instagram account to sell the pieces they post by allowing a 2 hour hold on items. They even keep the posts updated with their “sold” status and it obviously works well for them.

Cherry Blossom Pink Recliner with Cane sides, 42″ t x 25″ w x 28″ d, $149.00 -SOLD-

A post shared by Room Service Austin, Texas (@roomservicevintage) on

Their photos aren’t that fancy and there aren’t any posts created “just for looks” -this is a purely functional account. It simply a catalog and they get enough high quality pieces in to be able to develop leads on Instagram.

It’s these little tricks that can work for small business -something you might want to keep in mind if you deal with one-of-a-kind retail.

 

Do you have any favorite non-major brands that you follow on Instagram for inspiration? I’d love to know what you are paying attention to. Tweet at me or respond in the comments below.

Jeff Bezos Has Too Much Power

Jeff Bezos Has Too Much Power

Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

LOCATIONS MENTIONED
Art Institute of Chicago
Chicago Athletic Association

CONTENT MENTIONED
Direct Brain/Computer Integration is (Really) Close

Manufacturing Consent

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If you’re reading this, tell me how you feel about Amazon acquiring Whole Foods.

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What’s In My Work Bag?

What’s In My Work Bag?
I reveal what’s in my work bag at 7:40.

You can find the Brain Boost on Ethereum and Bitcoin here.

About This Vlog
Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

Products & Stores I Mentioned
I can’t remember the name of the store in Sayulita. Sorry!
Artillery in San Francisco
Henry Beguelin clutch/toiletry bag
Veriditas Essential Oil (Mental Clarity)
Egyptian Magic Skin Healing Cream
Dr Jart BB Cream
Coola Sport SPF 50
Diptyque Parfum Solide

Want to watch more vlogs? Check out my other videos here.

Let’s connect!
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If you’re reading this, tell me what’s in your bag in the comments below!

Working from Home is More Productive

Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

FIND THE BOOK I MENTIONED
Guerrilla Marketing by Jay Conrad Levinson

FEATURED MUSIC
Eastminster by Kevin MacLeod is licensed under a Creative Commons Attribution license
Source
Artist

If you’re reading this, tell me what some of your favorite marketing or entrepreneurship books, blogs, or courses.

Thanks for watching See you tomorrow!

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There are Big Opportunities in Craft Products

Big brands like Coke, Budweiser, and FritoLay are seriously vulnerable to locally-made craft competitors. I think that there are big opportunities to take market share and then either hold it or sell a craft brand you’ve built on to big firms for large amounts of money. This Brain Boost is all about these big opportunities for smart, locally-focused, craft entrepreneurs.

The Craft Beer Takeover
In 2006, around 8m barrels of craft beer was shipped in the US. A decade later, in 2016, nearly 24m barrels of craft beer was made–nearly triple in just 10 years. Meanwhile–who was losing out? It was Budweiser. During the same period, Budweiser’s US shipments halved. That’s why AB InBev, Budweiser’s Europe-based parent company, has bought 10 American craft brewers in the last 10 years.What we’re seeing in beer makes sense to replicate in many other product categories: a locally-made, craft production takeover.

Craft Producers Have a Sustainable Advantage: Authenticity
Stanford MBA professor Glenn Carroll recently ran a massive survey which found that what drives sales in advanced economies like those in Europe, Australia, and the US is authenticity. He said “consumers are buying on the basis of their interpretation of the product and its story.” Craft products will always have a better story than industrial products because people want to feel a connection to the creators of a product.

Many Sectors with Opportunities
There are so many vulnerable product categories that it’s basically a menu for local teams ready to capture market share in their cities. Sodas and sparkling water is the fastest growing category and others include beer, liquor, and cider, snack foods, healthy packaged foods, dishware and ceramics and many more.

Our staff here at Eazl would be interested in helping your team take market share with locally-made products. Reach out to us any time at care@eazl.co–let’s talk!

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