Founders looking for Proof of Concept

Shauli Gur Arieh and Ami Meoded founded of LittleOne.care. When I first met them they were looking for a proof of concept (POC) for a wearable tech device for monitoring babies' wellbeing and checking if they can find a market fit for the product.

Founders wanted a single video for their marketing efforts and check on social media campaigns if American millennial parents would be interested in their potential new product before actually producing a single unit.

I presented the founders with an innovative approach to producing a modular explainer video. Meaning we will be able to check different messages, pain points, and features of the product while still going out to one single shooting day, when all we change is the narrator's words and some editing, but still using similar visuals.

User-centric analysis

Client problem

• We need to validate our idea in the US market before manufacturing the actual product.

• We need to demonstrate clear indicators of POC to our stakeholders.

End-User problem - Fresh parents, first child, in the US

• How to check if the baby is ok?

• How can I learn more about my baby?

• How to provide the baby with safety while I'm away?

Suggested Solution:

1. Producing a modular video project featuring 5 videos, each video focusing on different pain points and features.

2. Launch campaigns for testing most engagement to understand the right MVP.

3. Testing various pricing ranges to learn about conversion rates and possible market-fit.

What is a Modular Video?

Modular Video is a content solution that tests and analyzes which content, creatives, and messages perform better with various target audiences.

To make a modular video, considering the required variables to test in advance is key to understanding what are you trying to discover from modular video.

Combining modular video with an A/B test is a valuable method that allows not only displaying various content but allows measuring marketing KPIs.

In LittleOne.Care, founders conducted their own A/B test with our content and measured social media campaigns, measuring views, comments, and early-bird registrations.

This allowed discover the target audience’s most notable pain points and focus the lean development of the startup on what matters for the founders.

In this project, my role was product lead and strategic consultant.

The team combined mainly a film crew director, scriptwriter, a videography crew, a location manager, actors, 2 adorable toddlers as actors, a video editor, a video animator, 3d animator.

What do Modular Video deliverables look like?

Made 5 videos, each video content addressing a different pain point.

What key points to consider in modular video content solutions?

1. Set clear goals - Coming to such a project without having your priorities defined can be time-consuming in conducting prior research.

2. It’s an in-depth process, not necessarily a fast one. Modular video is convenient because of the clear advantage of having multiple products one with the production effort of one product.

3. Potential for repurposing content - Once multiple contents completed their original role, you may want to repurpose it for other uses, such as a case study, a website application, and more.

Bottom line, Modular videos as a prototyping tool.

I believe that content and modular videos specifically from a “lean management” perspective can work as a great prototype tool for the evaluation of a business market fit.

Launching an A/B test campaign to check what value proposition will be most accurate for audiences, and what pricing ranges are more engaging.

Consequently saving resources in making an actual product and reducing business risks of opening a business entity, offices and hiring staff overseas, and so on.

Before you are ready for solving problems with modular video solutions proof of concept, localization efforts should be followed by further market research and a clear go-to-market strategy where content will impact the most.