Pre-Sales Smoke Test

In Brief

Pre-sales involves accepting payment in exchange for a promise to deliver the value proposition at a later date. Usually, the value proposition is the product or service itself. This is a highly committed form of smoke testing because it requires actually collecting money from the customer and usually carries a very strong implicit (if not legal) promise to deliver the product or service at a later date. Pre-sales are also known as pre-orders, vaporware, or vaporgoods.

Does the prospect know your product does not yet exist? If not, the pre-sales campaign can be considered a true smoke test and will have different dynamics and results than if the prospect is aware of this fact.

Most, but not all, crowdfunding campaigns are in fact pre-sales campaigns. Pre-sales campaigns can also rely on online platforms built from scratch or platforms like Celery.

The MVP for the pre-sales campaign can include a description of the value proposition, product renderings, mock-up, or simulations, a promotional video, customer testimonials, and so on.

Helps Answer

Is the customer actually willing to pay money for the value proposition?

Tags

  • Quantitative Validation
  • Benchmarking
  • Positioning
  • Value Proposition
  • Audience Selection Strategy
  • Investor Attraction

Description

Time Commitment

1 week to 90 days. Most successful crowdfunding pre-sales campaign involve 30 days of pre-promotion and a 40-day campaign duration (70 days total).

How To

  • Create your MVP (renderings or simulations, promotional media, pricing, testimonials, etc).
  • Establish your pre-sales ecommerce platform.
  • Promote and launch your campaign.
  • Measure results (conversions and total orders).

Interpreting Results

...

Potential Biases

  • Confirmation Bias
  • Invalid Target Audience
  • False Negative

Field Tips

Case Studies

Field Tips

Case Studies

References

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