Understanding the USA

As a New Zealand manufacturer, the prospect of breaking into the lucrative US market can be both exciting and daunting. With a vast consumer base and diverse preferences, it's crucial to understand not just what Americans buy, but why they buy it.

‍

Enter the Jobs to be Done (JTBD) framework, a powerful tool championed by innovation expert Bob Moesta. It shifts the focus from product features to the underlying motivations and desired outcomes of your potential customers.

‍

What Jobs Are Your Products Hired For?

‍

In the words of Bob Moesta, "People don't want a quarter-inch drill, they want a quarter-inch hole."  So, what "holes" are your products helping American consumers create? What progress are they seeking to make in their lives?

‍

Consider these questions:

• Functional Jobs: What practical tasks or problems do your products solve for American consumers?
• Emotional Jobs: How do your products make your customers feel? Do they provide a sense of accomplishment, belonging, or status?
• Social Jobs: How do your products help customers connect with others or express their identity?

‍

By understanding the "jobs" your products are hired for, you can tailor your messaging and marketing to resonate with the specific needs and aspirations of your target audience.

‍

Uncovering the 'Struggling Moment'

‍

Moesta emphasizes the importance of identifying the "struggling moment" – the point at which a customer realizes they need a solution to a problem. What triggers the decision to purchase your product? Is it a specific event, a change in circumstances, or a growing dissatisfaction with existing solutions?

‍

By pinpointing this moment, you can position your products as the ideal solution at the precise time your customers are seeking them.

‍

Addressing Anxieties and Habits

‍

In addition to understanding motivations, it's equally important to address potential anxieties and habits that might inhibit a sale. Are American consumers concerned about the quality, safety, or sustainability of your products? Are they hesitant to switch from familiar brands or established routines?

‍

By acknowledging and addressing these concerns head-on, you can build trust and alleviate any doubts that may be holding potential customers back.

‍

Crafting Your US Market Strategy

‍

Armed with insights from the JTBD framework, you can now craft a targeted and compelling market entry strategy:

‍

• Identify Your Ideal Customer: Who are the American consumers most likely to "hire" your products? What are their demographics, psychographics, and pain points?
• Tailor Your Messaging: Develop marketing messages that speak directly to the specific jobs your products fulfill and the progress your customers seek.
• Address Anxieties: Proactively address any concerns or hesitations potential customers may have.
• Highlight Your Unique Value Proposition: Clearly communicate how your products stand out from the competition and offer superior solutions to the jobs your customers need done.

‍

Remember, successful market entry isn't just about having a great product; it's about understanding your customers on a deeper level and providing solutions that truly resonate with their needs and aspirations. By embracing the JTBD framework, you can unlock valuable insights and position your Kiwi-made products for success in the competitive US market.

‍

Need Help?

‍

If you're a New Zealand manufacturer looking to expand into the US market, Market Leap is here to help. Our team of experts can guide you through the process of understanding your target customers, developing a winning market entry strategy, and achieving sustainable growth. Contact us today to learn more.

‍