Our Digital Innovators work in various industries and organisations. During one of our innovation projects, we helped Powerly through the Discovery and Validate phase, a service that helps people make their homes more sustainable.
Want to know more? Contact Jasper Brand via firstname.lastname@example.org or +31610960766
The challenge at hand
NN believes that the current way of insurance is finite in the long term. That is why they want to innovate in the field of sustainable living through a platform strategy. Many people want to make their homes more sustainable, but ultimately do not take action. Our job was to find out what problems people were facing and how we could solve these problems through Powerly, a platform that connects consumers with suppliers of sustainability solutions. After validating the platform, our job was to grow the proposition and prepare it for scaling.
The first goal was to find a Problem/Solution fit by launching the first low fidelity MVP. We started by mapping the competitive landscape and by conducting qualitative interviews. Next, we conducted quantitative experiments around sustainable living to identify the customer segments, their problems, and their needs. This helped us to define the initial low fidelity MVP for a sustainability platform proposition. Via online quantitative experiments, we tested the platform proposition and prioritized pains and gains for the target audience.
Next, our goal was to prove Powerly’s potential by growing the user base and validating the business model. Continuous testing and optimization were necessary to discover the best way to reach our ideal customers. We tested different SEA campaigns alongside Facebook campaigns to define the best converting channel. After selecting our primary lead source, the aim was to discover new sources of growth. On the one hand, we focused on free sources of growth like creating a Facebook community, tapping into different forums, and using platforms like Pinterest. On the other hand, we used out-of-the-box marketing channels like a WhatsApp newsletter, personalized email campaigns based on website activity, and a direct mailing to preferred customers. To prepare the proposition for scaling, a sound CRM and backend were required. We implemented the CRM and automated most of the contact with customers, to minimize the manual labor. This allows Powerly to scale without needing too much manpower.
- Validated that the problem ‘sustainable measures are too expensive’ exist at scale
- Combined offline and online validation to ensure validated personas.
- MVP with a validated business model
- An optimized marketing funnel with a lower cost per acquisition, continuous quantitative customer insights, and validated marketing channels and campaigns
- Defined sales strategy with sales templates
- Implemented CRM system with automation