One-Page Scenario as Beachhead Selection Device

"This is a classic case of “So many segments, so little time”—exactly the sort of thing that target customer scenarios are best for. A representative format for any given scenario is illustrated in the following section. A finished scenario should be limited to a single page. As you will see from the example, this is a highly tactical exercise in microcosm, but it has major implications for how marketing strategy is set overall. So as we work through the example, we will also keep an eye out for the broader implications."

"A DAY IN THE LIFE (BEFORE) The idea here is to describe a situation in which the user is stuck, with significant consequences for the economic buyer."

"A DAY IN THE LIFE (AFTER) Now the idea is to take on the exact same situation, along with the exact same desired outcome, but to replay the scenario with the new technology in place. Here you need to capture just three elements: •    New approach: With the new product how does the end user go about the task? •    Enabling factors: What is it about the new approach that allows the user to get unstuck and be productive? •    Economic rewards: What are the costs avoided or benefits gained?"

"Number and publish the scenarios in typed form, one page per scenario. Accompanying the bundle, provide a spreadsheet with the rating factors assigned to columns and the scenarios assigned to rows. Break the rating factors into two subtotals, showstoppers first, then nice-to-haves."