Customer Development Plan for VibeCheck

VibeCheck aims to create a unique social platform focused on authentic emotional expression and connection for the Gen Z demographic, leveraging music integration to enhance user engagement. This customer development plan outlines steps for validating VibeCheck’s concepts by directly engaging with potential customers.

1. Customer Discovery Plan

Key Assumptions/Hypotheses

1. We believe that Gen Z users (ages 10-25) have a strong desire for authentic and unfiltered interaction on social media platforms.

2. We believe that Gen Z users face emotional well-being challenges that are not addressed adequately by current social platforms.

3. We believe that music integration will enhance emotional expression for Gen Z users seeking to share feelings and moods on social media.

4. We believe that ephemeral content is increasingly appealing to Gen Z users, driven by the desire for privacy and spontaneity.

5. We believe that Gen Z would be willing to pay for premium features that enhance the emotional expression experience, like unique mood analytics or special music-sharing capabilities.

Interview Questions

1. For Desire for Authentic Interaction:

   • How do you typically express your emotions and experiences on social media?
   • Can you describe a time when you felt your expression was misunderstood or misrepresented on existing platforms?
   • What elements do you value most in a social platform? (e.g., authenticity, privacy, creativity)

2. For Emotional Well-being:

   • Do you find social media impacts your mental health? In what ways?
   • How do you think a social platform could better support your emotional well-being?

3. For Music Integration:

   • How do you typically share music with friends? What platforms do you use?
   • Would the ability to share specific songs that reflect your mood enhance your social media experience? Why or why not?

4. For Ephemeral Content Appeal:

   • How do you feel about content disappearing after a period of time? Does that appeal to you?
   • Which platforms do you think do a good job at making you feel like your sharing is spontaneous and uncurated?

5. For Willingness to Pay:

   • Would you be willing to pay for features that help you express yourself better, such as advanced mood tracking or special music sharing options?
   • What value would those features need to provide for you to consider paying for them?

Finding and Approaching Customer Segments

• Target Segments: Focus on high schools, universities, and music festivals where Gen Z congregates.
• Approach:
  1. Reach out to friends and community groups on platforms like Snapchat or Instagram to identify potential interview candidates.
  2. Attend events or meet-ups where Gen Z is present (e.g., music concerts, art events) to conduct in-person interviews or distribute surveys.
  3. Utilize social media ads directed at Gen Z to solicit participation in interviews.

2. Problem Validation Strategy

Step-by-Step Process to Validate the Problem

1. Conduct Interviews: Use the questions from the previous section to gather insights.
2. Surveys: Create an online survey to quantitatively measure similar sentiments. Share through social platforms frequented by Gen Z.
3. Focus Group Sessions: Assemble small groups to discuss their experiences with existing platforms and emotional wellness desires.
4. Referral Tracking: Ask participants to refer others who fit the target demographic, expanding the feedback loop.

Landing Page Design

Landing Page Copy:

Headline: Share Your Feelings Freely with VibeCheck! Subheadline: Discover a new platform that merges music with emotional expression—making it easier to connect genuinely.

Features:

• Feel Me: Let your friends know how you feel today alongside your favorite tracks.
• Night Mode: Share your mood in a low-pressure, fun way with ephemeral content.

Call to Action (CTA): Join the waitlist! Be the first to experience VibeCheck.

Email Sign-up Box: “Stay connected and get updates on our launch!”

Measurement Methods

• Measure sign-ups and engagement on the landing page.
• Track responses to survey questions to quantify the existence of the problem.

3. Solution Validation Approach

Simplest Possible MVP

• MVP Concept: A community-based manual version of VibeCheck where users can express emotions through music playlists shared among a small user group through existing social media channels (like Discord or Messenger).

Implementation Steps

1. Create a Facebook Group or Discord Server: Invite a select group of users to join and test sharing playlists that reflect their moods.
2. Host Weekly Challenges: Encourage users to share song recommendations based on different emotions (e.g., “Feel-Good Friday”).
3. Collect Feedback: Regularly survey participants on their experience, satisfaction, and suggestions for feature enhancements.
4. Time Estimate: Set up the group/server within 1 week, conduct music challenges over 2-3 weeks, and collect feedback throughout.

Wizard of Oz Approach

• Provide playlists with pre-curated mood themes initially to test users’ emotional reactions.

4. Customer Validation Plan

Pricing Test Strategy

1. Freemium Model: Start by offering the base app for free, then gauge interest in premium features through direct feedback during MVP testing.
2. Subscription Trials: Offer a one-month free trial of premium features (like mood analytics) and track conversion rates post-trial.
3. Price Points: Experiment with different pricing for premium features ($2.99, $4.99) and gather user feedback on perceived value.

Feedback Framework

• Regular feedback sessions should be scheduled (every two weeks) to analyze responses. Use a scoring system for features (1-5) based on perceived value.

5. Get Out of the Building Action Plan

2-Week Validation Sprint Activities and Goals

Locations and Communities

• Local High Schools/Colleges: Attend events or set up informational booths.
• Music Festivals: Engage with individuals at concerts/festivals.
• Online Communities: Platforms like Reddit (r/GenZ and related music forums) for discussions.

Outreach Scripts

Cold Outreach Template via Email or DM:

Subject: Help Us Shape the Future of Social Connection!

Hi [Name],

I’m [Your Name], the founder of VibeCheck, a new platform designed to empower Gen Z like you to express feelings and share music authentically. I’m reaching out because I’d love to hear your thoughts on emotional expression in social media.

Would you be open to a short chat? Your insights would be invaluable as we build something exciting!

Thank you,
[Your Name]
[Your Contact Information]

Conversation Starter

• “What do you think about the current options for sharing your emotions online? Are they providing the connection you’re looking for?”

By taking these comprehensive steps, VibeCheck can validate its business concept effectively and ensure that it resonates with its target audience before fully developing the platform. This customer development plan emphasizes directly engaging with potential users to shape a product that best meets their needs and desires for authentic emotional connections, further enhancing their experience with music.