PROCESS FOR ZERO APPROACH
As a startup, you should define your strategic hypothesis. It is slightly different than an existing business because you are starting from a white page.
Part 1- Target, Positioning
Define your key customer target (JTBD, ASPIRATION, PAINS & GAINS). As you are starting your business, you have no information on ENGAGEMENT.
Define your Brand strategy (PURPOSE and POSITIONING) and explain how you will differentiate your brand versus competitors. Explain what could be the VALUES of this brand and your IDENTITY strategy.
Define your Value Proposition (FEATURES, EMOTIONS and PRICING). Describe core, differentiated and unique features/emotions to support your Brand Strategy, matching your customer target and helping you to achieve your financial objectives. Do you have any PROOFS supporting your value proposition?
Part 2- Go To Market
Define your go to market approach and more specifically: Describe funnel journey (pre and post purchase) for your go to market: MOMENTS, EXPERIENCE, CHANNEL and MAGIC. Don't forget to align this with your brand strategy.
Describe your conversation strategy for your go to market. LISTENING, CONTENT, MEDIA and INFLUENCERS if any.
Part 3 - Metrics
Define your hypothesis in terms of metrics for your business: ACQUISITION (speed of acquisition), ARPU (average spending for each customer on the 12 months), LIFETIME (your churn assumption) and BUDGET (amount of € needed for supporting your strategy).