SETTING UP A PILOT PROGRAM
Pilot programs are truly one of the BEST ways to validate a new product or service.
A Pilot Program gives you the insights and understanding of your ideal clients and how you can ensure your product or service meets their needs and expectations, it also allows you to build features and capabilities that you KNOW they need and want.
A pilot program, also known as a beta testing program, involves assembling a group of ideal clients to validate and provide feedback on a product or service. Whether you're in retail, software, or any industry, this approach allows you to capture feedback, validate features, and refine your offering before a full-scale launch. These programs typically run for six to 12 weeks, but the duration may vary based on your specific validation needs.
Choosing who to invite is an important aspect. If you already have clients, an invite only approach can be effective, leveraging existing relationships to gain valuable insights. For those without existing clients, targeting your ideal clients with a compelling invitation can bring in positive results.
It’s important to put an emphasis on what’s in it for them - whether it's free access, onboarding support, or other perks.
Group settings allow participants to learn from each other, fostering a collaborative environment for feedback; whereas 1:1 interactions allow you to get more specific and usually see the participants open up further.
During the pilot program, consistent feedback capture is crucial.; Regularly check in with participants, whether through interviews, surveys, or weekly updates, to understand their experiences, expectations, and potential gaps.
“The ultimate goal is to gather social proof, testimonials, and feedback to enhance your offering.”
Setting clear goals for the program and planning the next steps to integrate new clients into your business are essential consider offering incentives, such as extended free access or discounted pricing, to encourage continued engagement post-program.
Now, onto some crucial questions.
Can we have a mix of client sizes or stick to one?
The answer ties back to your goals and ideal client profiles. If you're dealing with small, medium, and large clients, the feedback and goals may differ. Sticking to one size means linear feedback, while a mix offers varied insights. Consider running multiple programs, validating one type of client first, and then bridging the gap with others.
Next up, the debate around charging for pilot programs.
While some opt for discounts, consider the value of asking for their time over a few extra dollars. If you're just starting out, offering the program for free is recommended. Understand that during a free pilot program, participants are investing their time, providing valuable feedback, and can be used as testimonials. Charging is an option, especially if there are associated costs, but consider the potential impact on your ideal client's decision to participate.
Remember to stay flexible, learn from the outcomes, and continuously improve based on the feedback received. A successful pilot program sets the stage for a well-informed and impactful project in the future.
We would love to hear from you if you are running a pilot program. Let’s connect on LinkedIn - click here or send us an email at harriet@yoursalesco.com with your thoughts.