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1) DEFINING IDEA
Let’s start with the basics: What is your idea as you see it?
My idea about the SuCo which is a product support you to drink water everywhere
with inovative style. Suppose I’m a marketing team member of SuCo and I want to
reach who study to university exams, university students, professionals and who
loves trackin or travelling.
Now that we have the idea, what is the message you want to spread?
I want to give a message who forget the drink water because of time or consistency.
Now take two minutes (keep it short) to explain your idea to someone, perhaps
a friend or a coworker. Then ask them to repeat it back to you. What did they
say?
They said, they like to “you are like a water” because it feels good themselves. Per
contra, our friends said that, this motto can not feel core aim of product so their
suggestion was “SuCo like a water, it can be fit everywhere.”
Does what you wrote above match the way you envision your idea and
message? If not, where did the communication break down?
Yes, it matches. Just, our specific examples don not remembered by them.
For instance, SuCo is easy to carry by new mothers because of product
style. Generally, they thought it is like a normal plastic bottle.
2) DETERMINING THE GOAL
Why do you want to get people to talk? What is the ultimate objective of
people spreading this message?
For our product, I want to get feedbacks and first impressions to people who
experience it. Also, when I want to learn more about something, I want to talk
about it who would give me an informations or who try it. The last objective,
people spreading this message really like it by consumers and believe that add
value to environment.
Take a moment to consider the impact of word-of-mouth on your product or
idea. What happens if people talk about it as much as possible? What happens
if people don’t talk at all?
If people talk about Suco, it would be the most effective marketing for it. Because,
SuCo should be the part of the life and it can be directly using it. After using,
people should talk about it for spreading. When someone like the SuCo, it effects
lots of complement at the same time such as emotion, public. If people do not talk,
there is notthing happens for product, it can not develop.
3) EVALUATING THE IDEA
Now comes the hard part: Objectively evaluating your idea. What does your
idea do well? Where is your idea lacking? The more honest and objective you
are now, the better off you will be later.
Our idea motivate, support and help to more healthy life for people who forget the
drink water frequently. Our idea lacking, in the market there is lost of plastic bottle
and very cheap. Also if people can not find water when first one is finished. It
might be seems waste for them.
Grade how your current idea stands on each of the six key STEPPS, using
scores of 1 through 10. Be honest—not everything is a 10, let alone on every
element of the framework. Truly understanding where you can improve will
help you get there.
S o c i a l C u r r e n c y:
4
T r i g g e r s:
2
E m o t i o n:
5
P u b l i c:
2
P r a c t i c a l V a l u e:
6
S t o r y:
2
T o t a l s c o r e:
21
Given these grades, which STEPPS do you want to focus on? You should still
work through each element in the next section, but deciding what to hone in on
now will help you dig deeper in the right places.
Firstly, triggers. The biggest problem for SuCo is plastic bottled. Everyone thought
to buy them when they thirsty so company should fit to to the SuCo with water
needed or thristy. When this top of mind increases people would use it so it directly
touch the public point. For increase the awereness users should see the logos
everywhere such as water stations or public transportations.
a) SOCIAL CURRENCY
When people talk about my product or idea, they look; sportive and innovative
If that’s what you want, how can you cement that? If not, how can you change
it?
We would cement it with using influencers who want to part of this moment and
this events might be with normal people who want to meet this in influencers. Also,
university events. If people try SuCo, they would want to use in daily life. If our
look can not cement, we might change our channel which we try to reach our
segment and also change the motto.
How can you unleash your idea’s inner remarkability (see p. 37-44)? Is there
something surprising or amazing that people might not realize? Remember
“Will It Blend” (p. 14-18). Even seemingly mundane products like blenders get
people talking by finding their inner remarkability.
With saying “everyday SuCo” → We realize to people with style of SuCo because
it can be everywhere.
Other thing might be colobration with “Kaft” which has a great story. We might
apply Kaft’s designs on the SuCos.
How can you leverage game mechanics to get people talking (see p. 44-51)?
What elements of performance or behavior can you gamify? How can you
create badges that people can share publicly?
When people share their own SuCos with their instagram accounts, we can take
