™

F R A M E WO R K

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 Framework

Goal Setting

• What do I want to accomplish?

• Why do I want to accomplish this?

S
• What are the requirements?
• What are the constraints?
PECIFIC

• How will I measure my progress?

M
• How will I know when the goal
is accomplished?
EASURABLE

• How can the goal be accomplished?

A
• What are the logical steps
I should take?
CHIEVABLE

• Is this a worthwhile goal?

• Is this the right time?
• Do I have the necessary resources

R
to accomplish this goal?
• Is this goal in line with my long
ELEVANT term objectives?

• How long will it take to accomplish

this goal?
• When is the completion

T
on this goal due?
• When am I going to work
IME-BOUND on this goal?

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Customer Persona
Quote:

Name, Gender, Age:

Relationship Status:

Number of Children:

Location:
Needs / Value:
Education:

Occupation:

Income:

Device, Platform:

Books, Magazines:

Blogs, Websites:
Problems / Pain Points:
Association, Groups:

Hobbies, Events:

TV Shows, Movies:

Brands:

Influences, Experts:

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Customer Profile

INS
A
G

JOBS

PA
I NS

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 Framework

Value Map

GAIN CREATORS
PRODUCT SERVICES

PAIN RELIEVERS

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 Framework

Needs Ranking

JOBS PAINS GAINS

Important Extreme Essential

Insignificant Moderate Nice to have

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Solution Messages

GAIN ME T R IC S PAIN M ETRICS

SOLUTION MESSAGES

Our ( ) help(s) ( )

who want to ( ) by ( )

( ) and ( ) ( )

unlike ( )

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Creatives Ideas

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Value Ladder
VALUE

Ascend

Promote

Qualify

Nurture

Capture

Engage

PRICE

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Funnel Planner Framework

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Targeting List
CORE AUDIENCE

CUSTOM AUDIENCE

LOOK A LIKE AUDIENCE

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Extract Hypotheses

EXTRACT HYPOTHESES
More Critical

Less Critical

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#
Test Card
STEP 1: HYPOTHESIS
We believe that

Qualitative Data :

Quantitative Data :

STEP 2: TEST
To verify that, we will

Duration :
Targeting:
Budget :

STEP 3: TOP METRIC

And measure

Secondary metrics:

STEP 4: CRITERIA
We are right if

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#
Learning Card
STEP 1: HYPOTHESIS
We believe that

Qualitative Data :

Quantitative Data :

STEP 2: OBSERVATION
We observed

Sample Size :

Duration :

STEP 3: LEARNING AND INSIGHTS

From that we learned that

The hypothesis is: VALIDATED INVALIDATED UNCERTAIN

STEP 4: DECISIONS AND ACTIONS

Therefore, we will

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Actionable Insights
ACTIONABLE INSIGHTS REFERENCE

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Testing Framework

1 (RE)SHAPE YOUR IDEA 2 EXTRACT HYPOTHESES

WHAT TO TEST

Offer Customer Targeting Message Funnel

Profile

Test Backlog

TEST 3 DESIGN YOUR TEST

TEST
HOW TO TEST

4 TEST & ANALYZE

BUILD MEASURE LEARN

LEARNING

INVALIDATED UNCERTAIN

5 LEARN & OPTIMIZE

VALIDATED

6 MEASURE PROGRESS 7 SCALE

WHAT’S NEXT

ACTIONABLE INSIGHTS

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Additional Information

Goal Value Map Customer Profile

Customer Persona Creatives Idea Solution Messages

Needs Ranking Funnel Planner Value Ladder

TEST

Targeting List Extract Hypotheses Test Card

LEARN

Learning Card Actionable Insight Progress Measures

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