Predictable Innovation's growth strategy framework

Truth is that is a framework of strategy frameworks. Let's drive you through all of them!

The Customer Alignment Lifecycle™ by Warren Schirtzinger, our lead consultant and co-creator of "The Chasm", aggregates several strategy frameworks to develop product marketing, go-to-market, and growth strategies for SaaS and tech. It has been a fundamental method to help more than 200 products grow over 30 years.

The Technology Adoption Lifecycle

Identify your market category and adoption phase

TACL growth strategy framework

The customer's characteristics for any given technology market change. As the market matures, the psychographic characteristics, needs, and motivations of potential customers change.

The Technology Adoption Lifecycle is a sociological model that can help you understand why some people and businesses are more likely than others to adopt your new product, and how any growth strategy should be adapted as the market matures.

The study of this process has given rise not only in understanding how society functions but is what helps us make innovation predictable, hence our name and logo!

How does it help with growth?

  • Understand the technology adopters' characteristics, needs, and motivations as the foundation to develop growth, product marketing, and go-to-market strategies for SaaS and tech.
  • Stay ahead of the market evolution by knowing the next wave of adopters' needs and motivations.

The Market Infrastructure Pyramid

Assess market opportunities and boost market influence

infrastructure pyramid growth strategies

Every market has a player infrastructure between your product and the customer. 10% of the market players in the infrastructure influence the other 90%. Understanding the market infrastructure forces and the top 10% influencers is critical to increasing Word-Of-Mouth to diffuse your product and grow your revenue.

The Market Infrastructure Pyramid is a powerful framework to validate products, introduce products in new or existing markets, invigorate Word-Of-Mouth communication, and guide market strategy assessments.

How does it help with growth?

  • Understand the sources of influence by having a clear picture of the market layers and top-tier players.
  • Guide an external growth strategy assessment to inform the strategic planning by interviewing the top-tier members in the different layers of your infrastructure.
  • Validate new tech products and find barriers to success by interviewing the different players.
  • Build solid relationships with the top-tier people and organizations to drive influence.
  • As a product launch guide that dictates the order in which a product should be introduced (layer by layer, from bottom to top).
  • Reduce CAC by ensuring positive Word-Of-Mouth communications and increased reach.

The Bowling Pin Strategy

Focus your penetration strategy by prioritizing customer segment and use cases

bowling pin strategy market development

Many SaaS products lose growth traction because they fail to define customer segments and understand how to serve their different needs when the market becomes highly competitive.

We've found that managers often think that they need to invest more in tactical marketing and content strategy to ignite revenue growth during this market phase. An investment that may be worthless if you don't have a clear roadmap of opportunities and segments to win.

The bowling pin growth strategy framework helps tech and SaaS products to prioritize market opportunities, focus their market development strategy, and have a roadmap to develop a strong market position.

How does it help with growth?

  • Prioritize customer segments and use cases to penetrate the market.
  • Have a roadmap with both short-term and long-term targets to penetrate the market.
  • Understand how to develop your product and market to keep growing in adjacent segments.
  • Develop a strong market position and increase market share.

The Low-Risk Recipe™

Expand market acceptance and build sustainable advantage

whole product development framework

We have found that most managers in SaaS and tech believe that building more or better tangible features will help products grow faster. That may be true to gather initial traction with new products, as innovators and early adopters care about technology and product. However, they are just 16% of any given technology market. To grow past product-market fit and achieve sustainable growth, all you need is to reduce the risk perception by adding intangibles to your offering.

The Low-Risk Recipe™ is our version of the whole product that helps to reduce risk perception and eases the buying decision for prospective customers while building sustaining advantage.

How does it help with growth?

  • Understand the 12 intangible attributes to reduce the risk perception in technology-based products.
  • Guide on what to improve in your business model to expand market share.
  • Guide on your business model elements that build lasting competitive advantage and sustainable growth.
  • Building barriers of entry for new entrants.
  • Evaluate how potential partnerships, acquisitions, and strategic alliances would complete your offering by positively impacting the 12 elements of the framework.
  • Develop a whole product development plan.
  • Reduce CAC, sales cycles, and break growth plateaus.

The Messaging Evolution

Help your audience "get" the value you deliver for them

growth strategy messaging evolution tech

As a product moves through the Technology Adoption Lifecycle, prospective customers have different approaches to value. At each stage, you should know and adapt to what customers want to hear about.

By using the messaging evolution framework you'll have a sense of what prospective customers want to hear, allowing you to adapt your key positioning messages to their needs so that they will more quickly understand how you can help with your product.

How does it help with growth?

  • Understanding the sources of differentiation depending on the maturity of your market category or the adopter profile.
  • Guide what kind of messages to communicate to resonate with your potential adopters.
  • Have a sense of the changes in sources of differentiation as the market matures to plan ahead of the market evolution.
  • Reduce CAC, increase conversions.

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