1. John Richardson, SCORE Mentor
“You don’t know if you have a real product until someone you don’t know buys it!”

2. What are the we going to cover today?
The importance of assessing all aspects of your Brand (Product/Customer/Competition)
What are your electronic channel options for test marketing your product?
How to use Amazon to test market your product

3. Product/Customer/Competition - Product
Name/Logo
Short Description
Benefits/Features
Images
Pricing
Brand Voice

4. Product/Customer/Competition - Customer
Demographics
Age
Gender
Geographic
Location
Interests
Affinity Groups
Behavior
New vs. Returning
Frequency
Online search phrases/keywords

5. Product/Customer/Competition - Competition
Product Name/Description
Benefits/Features
How do they “talk” to their Customer
Images
Price
Variations
Keywords
Sales Volumes
Customer Reviews

6. What are your electronic options?

7. What are your electronic options? - www.yourcompany.com
The key to this is your ECR (eCommerce Conversion Rate)
Number of Sales/Number of Visitors (2.5% on an average eCommerce Site)
The question is how long will it take you to get the traffic you need to verify your Product
Are the results because:
You did not do a good job a driving traffic
The traffic you got is not your ideal Customer
Your pricing is not inline with Customer
Nobody cares!!

8. What are your electronic options? - www.yourcompany.com

9. What are your electronic options? - www.yourcompany.com

10. Amazon Test Market - mesh beach bag

11. Amazon Test Market - Product Descriptions

12. Amazon Test Market - Competition/Pricing/Customer Reviews

13. Amazon Test Market - Pricing/Volumes/Customer Reviews

14. Amazon Test Market - Competition/Choices/Descriptions

15. Amazon Test Market- Images/Features/Customer Reviews

16. Amazon Test Market - “Voice”/Customer Feedback

17. Amazon Test Market - Competition Customer Choices

18. Amazon Test Market - Customer Search Keywords/Phrases

19. Amazon Test Market - ECR Metrics

20. Amazon Test Market- Advertising Metrics

21. Amazon Test Market - Costs/Time
If you have your company information, Product images and have developed the initial Product name, features and description, you should plan on about 16 hours to setup your first Store.

22. Leverage Amazon to Test Market your Product!
Finally!
You don’t know if you have a real product until someone you don’t know buys it!
Leverage Amazon to Test Market your Product!
Or at least leverage the information you can gain from assessment of current Amazon Stores

23. John Richardson, SCORE Mentor
Thanks!