Ch 17. Pillar 4. Debrief (Your Key Validation Metrics)

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Mastering Post-Launch Analysis: Lessons from Airbnb’s Success

In this episode of 'The Market. Your Message Show', host Jonathan Milligan delves into Chapter 17 of his book 'Validate Your Offer'. He highlights the importance of debriefing and analyzing key validation metrics to optimize business offers. Using the success story of Airbnb founders Brian Chesky and Joe Gebbia, Jonathan illustrates the power of customer feedback in refining business strategies. The episode provides actionable steps for gathering feedback, thoroughly debriefing, and making data-driven decisions to ensure long-term success and customer satisfaction. Listeners are encouraged to reflect on their own past projects to understand the value of post-launch analysis and set the foundation for future success.

00:00 Welcome to the Market Show
00:11 Introduction to 'Validate Your Offer'
00:30 Exclusive Audiobook Access
01:12 Chapter 17: Key Validation Metrics
01:18 The Airbnb Success Story
02:55 The Importance of Debriefing
03:19 The Power of Reflection
05:30 Three Pillars of Post-Launch Analysis
06:10 Steps for Effective Feedback and Debriefing
08:39 Today's Exercise: Reflecting on Past Experiences
10:59 Key Takeaways and Frameworks

Transcript

0:00

Hello and welcome to the market. Your message show. I'm your host, Jonathan Milligan. And we are going through the third book in the series. Validate your offer. This is an important book because a lot of people will start their business online. And then they're trying to figure out how do I create something that people will want and how do I do it without wasting time? And that's what this third book in my book series is all about. Now as a thank you for being a loyal podcast listener, I am making the audio book available one chapter at a time every single week. And as you're listening to this, we are currently going through that. Validate your offer. Now, if you ever want the audio book or you want the book or the workbook, you can go to platform growth, books.com again, it's platform, growth books.com, and you could order one of those. And of course, listen, as you go through the book or use the workbook to implement what you hear. In each episode. So with that being said, let's jump right in to today's chapter.

Speaker 58: 1:12

Chapter 17. Pillar 4. Debrief. Your Key Validation Metrics. Two young entrepreneurs, Brian Chesky and Joe Gebbia, have just launched a little startup called Airbnb. They're offering air mattresses in their apartment to help pay the rent. It's a novel idea, but bookings are slow and they're struggling to make ends meet. Most people in their shoes would have thrown in the towel, chalking it up to a failed experiment. But not Brian and Joe, they knew they were onto something, but they needed to figure out why their offer wasn't quite hitting the mark. So they did something brilliant. They started talking to their customers. They reached out to every single person who had booked a stay with them, asking for feedback. Suggestions and insights. They listen carefully, taking meticulous notes and looking for patterns. And that's when they had their aha moment. Their customers love the idea of staying in a local's home, but they wanted more than just an air mattress on the floor. They wanted a clean, comfortable space with amenities like fresh towels and Wi Fi. Armed with this invaluable feedback, Brian and Joe went back to the drawing board. They upgraded their listings, they added more amenities, and refined their offer. They did this based on what their customers were telling them. And guess what? Booking started to soar. Fast forward a decade, and Airbnb is now a billion dollar company that has revolutionized the travel industry. But none of that would have been possible if Brian and Joe hadn't taken the time to debrief, analyze their customer feedback, and make pivotal changes to their offer. And that, my friend, is what this chapter is all about. We're going to dive deep into the art and science of debriefing right So you can extract every ounce of insight and value from your validation offer. Just like Brian and Joe, the key to your success lies in listening to your customers and using their feedback to guide your next moves. So, buckle up, grab a notepad, and get ready to learn how to debrief like a pro. Trust me, it's going to be a game changer for your business.

Speaker 59: 3:19

The power of reflection. Let's be real. Launching a validation offer is exciting, but it's also exhausting. You've put your heart and soul into making the perfect offer. You've reached out to potential customers and managed all the moving parts. By the time it's all said and done, it's tempting to just move on to the next thing without looking back. But here's the thing. If you don't take the time to properly debrief and assess your validation offer, you're leaving a goldmine of insights on the table. It's like running a marathon and not bothering to check your time or analyze your performance. Sure, you finished the race, but how do you know if you could have done better? When you fail to thoroughly debrief, you limit your ability to learn from the experience and make necessary improvements. You might have a vague sense of what worked and what didn't. But, without a process for gathering and analyzing feedback, You're essentially flying blind. Think about it this way. Your validation offer is like a science experiment. You've got a hypothesis, your offer, and you're testing it out in the real world. But, like a scientist, you can't skip the debrief. They wouldn't conduct an experiment without documenting their methods and results. So, what's the solution? It's simple. You need to follow a clear debriefing process. This process will maximize insights and help you make data driven decisions about your offer and business model. Ask the right questions. Gather targeted feedback. Analyze your results fairly. This will unlock much knowledge. It will guide your next steps. Imagine being able to pinpoint why some customers bought your offer while others didn't. Or finding a key feature that could make your offer great. That's the power of a thorough debrief. This is not just about patting yourself on the back for successes. It's about diving into the details. You should use that information to keep improving your offer. So if you're serious about turning your validation offer into a success, don't make the mistake of skipping the debrief, embrace the power of reflection. Follow a clear process. Watch as your insights guide you to a winning offer in a thriving business.

5:30

The three pillars of post launch analysis, feedback, debrief, and decision making.

Speaker 60: 5:35

Congratulations. You've taken the leap and launched your validation offer. You've put your idea out there into the world, and now it's time to sit back and relax, right? Not quite. In fact, this is where the real work begins. It's time to roll up your sleeves and dive into the crucial process of post launch analysis. This is where you'll gather the insights and data that will guide your next steps and ultimately determine the success of your offer. So what does this process look like? your It all boils down to three key principles, feedback, debriefing, and decision making. Step one, gather feedback. First, let's talk about feedback. After your launch, it's essential to reach out to both your buyers and non buyers to gather their thoughts and opinions. Why? Because this is your chance to get an inside look at what's working and what's not. Your buyers can tell you what they loved about your offer, what convinced them to make a purchase, and what they think could be improved. Your non buyers, however, can give valuable insights. They can say what held them back, what didn't resonate, and what might have changed their mind. Step 2. Do a proper debrief, but gathering feedback is just the first step. Next it's time for the debrief. This is where you'll take a step back and objectively assess your validation offers performance. It's about looking at the data, analyzing the feedback and identifying patterns and trends. A proper debrief. Isn't just a quick glance at your sales numbers. It's a deep dive into the nitty gritty details of your launch. It's about asking tough questions, confronting what didn't work and celebrating what did. Step three. Decide your next best move. And finally, armed with the insights from your feedback and debrief, it's time to make your next move. This is where you'll take all that data and transform it into action. You might refine your offer based on customer suggestions or pivot to a new approach based on non buyer objections. Or scale up based on strong, positive feedback. The key is to let your insights guide your decision making process and trust in the power of data driven action. Now, I know what you might be thinking. This all sounds great, but how do I actually do it? Don't worry. In the coming chapters, we'll dive into the specifics of each of these steps. We'll show you how to gather feedback, then how to conduct a thorough debrief. Finally, how to make decisions based on your findings. But for now, I want you to embrace the power of reflection. Understand that the work doesn't end with your launch. In fact, That's just the beginning. By committing to feedback, debriefing, and decision making, you're setting yourself up for long term success. You're not just launching an offer. You're building a foundation for a thriving, customer centric business. So get ready to dive in, get curious, and most importantly, take action based on your insights. Your Validation Offers success story starts now.

8:39

Today's exercise, Reflection on Past Experiences. Before we dive into the nitty gritty of gathering feedback, Debriefing and making data driven decisions. Let's take a moment to reflect on our own experiences. This exercise will help you understand the value of a thorough post launch analysis and set the stage for the strategies you'll learn in the coming chapters. Step one, think back to a project offer or initiative you launched in the past, whether in your personal or professional life. Step two, write down a brief description of the project. including its goals and outcomes. Step three, reflect on the following questions. Did you actively seek feedback from your target audience or customers after the launch? If not, why? Did you set aside time for a structured debrief to analyze the project's performance? If yes, what insights did you gain? If not, what held you back? Looking back, what decisions did you make based on the project's outcome? Were these decisions data driven or based on intuition? Step four. Now consider how a more thorough post launch analysis process, including feedback and feedback, Debriefing and data driven decision making could have improved the project's outcome or your next steps. Step five, write down at least one key takeaway or lesson learned from this reflection exercise that you can apply to your current or future projects. By completing this exercise, You'll start to recognize patterns in your own experiences and understand how a structured post launch analysis process can lead to better outcomes and more informed decision making. This is the first step in embracing the power of reflection and setting yourself up for success in your future projects. In the coming chapters, we'll build on this foundation and explore each step of the post launch analysis process in detail. You'll learn practical strategies for gathering valuable feedback and Conducting a thorough debrief and making data driven decisions that will take your projects and offers to the next level. So take a moment to complete this reflection exercise and get ready to dive into the world of post launch analysis. Your future success stories start here. Key takeaways. You need a structured debriefing process. It is key for getting the most value and learning from your validation offer. The business validation decision tree. And the four magic debrief questions provide powerful frameworks for gathering and analyzing customer feedback. Your debrief findings will guide your next moves. They will help you make informed decisions. You can use them to refine, pivot, scale, or leverage your offer for ongoing success.