ATBA-UK Product/Market Fit
How do we make sure that the products we deliver (competitions, membership, instructor training, etc) are want our customers (riders, parents, instructors, centre owners, retailers, etc.)?
Product/Market Fit has been described as if 40% of your customers would be disappointed if they could no longer use your products. This easily applies to competitions, I’m pretty sure most of the people who come to the comps would be disappointed if we didn’t run them, but what about our other products? They don’t have the same customer engagement and loyalty, and if they stopped, most people probably wouldn’t care.
We need to change that. But how? It’s relatively easy to survey the riders at a competition, but surveying about membership and instructor training is much harder. The question, ‘What does the customer want?’, is difficult to answer when the customer doesn’t know what they want.
So, we continue to add benefits and extras to things like membership and instructor training to improve the inherent value of the product, but we still can’t be sure we’re heading in the right direction.