Module 2 – Top 3 Customer Problems – Solutions

Interview 1

STEP 1: WELCOME
Briefly set the stage for the purpose of this interview, set approximate timeframe and thank the respondent for taking time.  Use the area below to script your welcome message.

 

Hi there! Thanks for taking the time to chat with me today, this survey should only take about 5 to 10 minutes to complete. What I am hoping to find out today is the major problems that people like yourself encounter regularly that prevent you from performing the activities of daily living you want to be doing or perhaps what is getting in the way of making a change in your life you’ve been intending on making.

 

 

 

 

 

 STEP 2: PROBLEM RANKING (TEST PROBLEM)
State the top three problems you identified with your initial assumptions in a list format  and ask your prospects if any of these problems are important for them and also if yes, rank them in importance.

Use inquiry format, i.e. “Do you find <problem> to be an issue for you today?  If yes, how would you rank it?”

 

PROBLEM

 

RANKING

 

Has neck pain been an issue for you over the last week? If yes, how would you rank it? Yes – 2
Has low back pain been an issue for you over the last week? If yes, how would you rank it? No – 3
Has shoulder pain been an issue for you over the last week? If yes, how would you rank it? Yes – 1

 

STEP 3: EXPLORE CUSTOMER’S WORLDVIEW
Ask survey subjects to elaborate on how they address the problems today.
Allow them to engage in open dialogue.  Ask questions regarding the solution, current provider, selection process of the current provider and pricing details.

Current solution:

Stretching as much as possible, trying not to sit for extended periods of time.

Interviewee indicated current solution is the same for both neck and shoulder pain.

 

 

Current provider:

Themselves

 

 

How current provider was selected:

Based on a complete lack of budget for health care.

 

 

 

Price and terms  of current solution:

N/A

 

 

 

STEP 4: TEST SOLUTION
Go through each Problem identified in Step 2 and describe/illustrate how your product/service addresses it with a solution. The questions should center around:

What resonates with the survey subject from this solution the most.

What can they live without.

What is missing – additional features.

  Solution 1:

Cervical Mobs/SMT

 

 

Solution 2:

Scapular mobilizations, Thoracic/rib SMT, TENS, Guided Stretching, exercise

Solution 3:
What resonates most

 

Likes that its provided by a health care practitioner. Multiple treatment options N/A
What can be left out

 

 

Nothing Nothing N/A
Missing

 

 

 

Massage Heat/Ice N/A

 

STEP 5: TEST PRICING
Describe your initial pricing model (i.e. per unit, per hour, subscription, project, etc.) including the intended price point/s, terms and conditions.  Gauge response immediately and note any comments.

Acceptable price:

$45 per treatment session

 

 

Preferred terms:

Conversation about treatment, changes, recommendations (exercises, streches etc..)

* Same for solution 1 & 2

 

Other comments:

 

 

 

 

STEP 6: COLLECT DEMOGRAPHICS
Test Customer Segment. Use the table below to script your specific questions.

If you plan to offer products/services B2C, ask for age and income ranges, profession and family size.

If you plan to offer products/services B2B, ask for years in business, budget range for your offering, decisionmaker for purchasing and number of employees/staff.

 

B2C

 

B2B

Age Range:

18 – 25

 

 

Years in Business:
Income Range:

$20000 – $40000

 

 

Budget Range:
Profession/Occupation:

White Collar

 

 

Decisionmaker:
Family size:

2

 

 

Number of Employees:

 

STEP 7: WRAPPING UP
Ask permission to follow up.  Also seek referrals for other interview subjects.

Permission to follow up (yes/no):

Yes

Preferred contact information (name and contact):

Prefered to be anonymous

 

 

 

Referrals:

N/A

 

 

 

 

 

Interview 2

STEP 1: WELCOME
Briefly set the stage for the purpose of this interview, set approximate timeframe and thank the respondent for taking time.  Use the area below to scipt your welcome message.

 

Hi there! Thanks for taking the time to chat with me today, this survey should only take about 5 to 10 minutes to complete. What I am hoping to find out today is the major problems that people like yourself encounter regularly that prevent you from performing the activities of daily living you want to be doing or perhaps what is getting in the way of making a change in your life you’ve been intending on making.

 

 

 

 

 

 STEP 2: PROBLEM RANKING (TEST PROBLEM)
State the top three problems you identified with your initial assumptions in a list format  and ask your prospects if any of these problems are important for them and also if yes, rank them in importance.

Use inquiry format, i.e. “Do you find <problem> to be an issue for you today?  If yes, how would you rank it?”

 

PROBLEM

 

RANKING

 

Has neck pain been an issue for you over the last week? If yes, how would you rank it? Yes – 1
Has low back pain been an issue for you over the last week? If yes, how would you rank it? No
Has shoulder pain been an issue for you over the last week? If yes, how would you rank it? No

 

STEP 3: EXPLORE CUSTOMER’S WORLDVIEW
Ask survey subjects to elaborate on how they address the problems today.
Allow them to engage in open dialogue.  Ask questions regarding the solution, current provider, selection process of the current provider and pricing details.

Current solution:

Moving head around when it hurts, taking muscle relaxants

 

 

Current provider:

Themselves

 

 

How current provider was selected:

Convenience

 

 

 

Price and terms  of current solution:

Price of muscle relaxant (approx $10/bottle)

 

 

 

STEP 4: TEST SOLUTION
Go through each Problem identified in Step 2 and describe/illustrate how your product/service addresses it with a solution. The questions should center around:

What resonates with the survey subject from this solution the most.

What can they live without.

What is missing – additional features.

  Solution 1:

Cervical Mobs/SMT

 

 

Solution 2:

N/A

Solution 3:

N/A

What resonates most

 

Likes the hands on active treatment aspect N/A N/A
What can be left out

 

 

Not sure about adjusting the neck N/A N/A
Missing

 

 

 

Medical reccomendation? N/A N/A

 

STEP 5: TEST PRICING
Describe your initial pricing model (i.e. per unit, per hour, subscription, project, etc.) including the intended price point/s, terms and conditions.  Gauge response immediately and note any comments.

Acceptable price:

$50 per treatment session

 

 

Preferred terms:

Doesn’t want to be held to a treatment plan that has them coming in too often

 

Other comments:

 

 

 

 

STEP 6: COLLECT DEMOGRAPHICS
Test Customer Segment. Use the table below to script your specific questions.

If you plan to offer products/services B2C, ask for age and income ranges, profession and family size.

If you plan to offer products/services B2B, ask for years in business, budget range for your offering, decisionmaker for purchasing and number of employees/staff.

 

B2C

 

B2B

Age Range:

30 – 40

 

 

Years in Business:
Income Range:

$40000 – $60000

 

 

Budget Range:
Profession/Occupation:

White Collar – Office Clerk

 

 

Decisionmaker:
Family size:

4

 

 

Number of Employees:

 

STEP 7: WRAPPING UP
Ask permission to follow up.  Also seek referrals for other interview subjects.

Permission to follow up (yes/no):

Yes

Preferred contact information (name and contact):

Jamie Collins

Jamie.Collins@Ymaill.com

 

 

 

Referrals:

N/A

 

 

 

 

Interview 3

STEP 1: WELCOME
Briefly set the stage for the purpose of this interview, set approximate timeframe and thank the respondent for taking time.  Use the area below to scipt your welcome message.

 

Hi there! Thanks for taking the time to chat with me today, this survey should only take about 5 to 10 minutes to complete. What I am hoping to find out today is the major problems that people like yourself encounter regularly that prevent you from performing the activities of daily living you want to be doing or perhaps what is getting in the way of making a change in your life you’ve been intending on making.

 

 

 

 

 

STEP 2: PROBLEM RANKING (TEST PROBLEM)
State the top three problems you identified with your initial assumptions in a list format  and ask your prospects if any of these problems are important for them and also if yes, rank them in importance.

Use inquiry format, i.e. “Do you find <problem> to be an issue for you today?  If yes, how would you rank it?”

 

PROBLEM

 

RANKING

 

Has neck pain been an issue for you over the last week? If yes, how would you rank it? No
Has low back pain been an issue for you over the last week? If yes, how would you rank it? Yes – 1
Has shoulder pain been an issue for you over the last week? If yes, how would you rank it? No

 

STEP 3: EXPLORE CUSTOMER’S WORLDVIEW
Ask survey subjects to elaborate on how they address the problems today.
Allow them to engage in open dialogue.  Ask questions regarding the solution, current provider, selection process of the current provider and pricing details.

Current solution:

Sees GP, uses muscle relaxant, nsaids. Gets regular massage from RMT

 

 

Current provider:

GP, RMT

 

 

How current provider was selected:

Went to GP, was recommended to RMT

 

 

 

Price and terms  of current solution:

GP – covered, RMT partially covered by insurance

 

 

 

STEP 4: TEST SOLUTION
Go through each Problem identified in Step 2 and describe/illustrate how your product/service addresses it with a solution. The questions should center around:

What resonates with the survey subject from this solution the most.

What can they live without.

What is missing – additional features.

  Solution 1:

Cervical Mobs/SMT

 

 

Solution 2:

Scapular mobilizations, Thoracic/rib SMT, TENS, Guided Stretching, exercise

Solution 3:

Lumbar/Pelvic SMT, mobs, Guided stretching, ergonomic recomendations

What resonates most

 

N/A N/A Likes the diverse approach and being able to limit medication use
What can be left out

 

 

N/A N/A Isn’t sure if his employer will follow ergonomic recomendations
Missing

 

 

 

N/A N/A Would like to continue massage

 

STEP 5: TEST PRICING
Describe your initial pricing model (i.e. per unit, per hour, subscription, project, etc.) including the intended price point/s, terms and conditions.  Gauge response immediately and note any comments.

Acceptable price:

$55 per treatment session

 

 

Preferred terms:

Wants agreement between providers

 

Other comments:

 

 

 

 

STEP 6: COLLECT DEMOGRAPHICS
Test Customer Segment. Use the table below to script your specific questions.

If you plan to offer products/services B2C, ask for age and income ranges, profession and family size.

If you plan to offer products/services B2B, ask for years in business, budget range for your offering, decisionmaker for purchasing and number of employees/staff.

 

B2C

 

B2B

Age Range:

30 – 40

 

 

Years in Business:
Income Range:

$60000 – $80000

 

 

Budget Range:
Profession/Occupation:

Lawyer

 

 

Decisionmaker:
Family size:

2

 

 

Number of Employees:

 

STEP 7: WRAPPING UP
Ask permission to follow up.  Also seek referrals for other interview subjects.

Permission to follow up (yes/no):

Yes

Preferred contact information (name and contact):

Yvan Larocque

 

 

 

Referrals:

N/A

 

 

 

 

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