PCF (Product-Category Fit) in 8 MUST-HAVE moves!

Becoming a (new) market (category) ‘MUST-HAVE’ means reaching ‘PCF’ (Product-Category Fit) and today it’s a 8-stage science.

TMARA creates market MUST-HAVES through its 8-stage PCF process housed in its early-stage investment vehicle called the ‘MCG’ (Market Category Generator) and even comes with a guarantee for startups invited in.

The guarantee offered to start-ups entering the MCG is – “if we can create (for you) what we call a ‘VGTC’ (Value Guarantee that Counts) that hits your market’s sweet spot, then we guarantee you’ll become a (new) market (category) MUST-HAVE.

Becoming a market MUST-HAVE means you’ve offered your market (what they consider) an unrefusable offer – or VGTC and you’ve reached PCF where demand now outstrips internal capacity (to meet) demand.

The VGTC becomes the leverage point to becoming a market MUST-HAVE. But the VGTC does so much more. Not only does it serve to create the new market category king by becoming a MUST-HAVE, but the VGTC can serve to capitalize the business and ultimately defend it from would-be be competitors – they would have to think VERY carefully should they wish to match our VGTC – Given its unique construction and the business’ unconventional means to support it.

Here is how we build and test the efficacy of the VGTC…!

First the VGTC construction blocks:

The outputs from each of these steps, become the inputs required to build the VGTC, as follows:

Identify the ideal customer (a large enough target market) we intend to make the VGTC to.
Determine the intrinsic value spec. for which these customers would consider your VGTC to be a must-have.
Validate the innovation can indeed live up the VGTC (actually diminish the limitation for the market)
Measure the level of value realization for those accepting the VGTC and adopt the new rule

Now building the VGTC:

Build the VGTC from the construction block outputs above and ensure it has the full desired effect of a catalytic mechanism

Finally test the efficacy of the VGTC:

Test the power of the VGTC in sales conversion
Promote the effect of the proven VGTC in the eco-system via a lightning strike event.
Test for having reached PCF by measuring word of mouth being more effective that self-promotion (Growth Hacker Test)

Image 1 below describes the 8 stages in sequence, highlighting the VGTC in the black block being the leverage point.

Image 2 below describes the criteria for failing any of the 8 stages above:

The video below now describes the 8 stages in less technical terms ie, more customer-friendly ‘moments of truth’ (relating to the 8 stages)

And finally, for those who have suffered through this or just want to know how to get to PCF – here is a deeper version:

https://tmaragroup.com/the-journey-to-becoming-and-investing-in-emerging-new-market-category-kings/