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Daphne Tideman/Complete Message-Market Fit Programme
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  • £595

Find Message-Market Fit in 12 Weeks

  • Course
  • 156 Lessons

Resonate with your target audience and save £1,000s.

This online programme will guide you through:
  •  7-step guide to finding Message-Market Fit
  • Easy to use templates and action points 
Includes optional support to guide you through points of friction and to hold you accountable.

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Finding the right setup for you

All options are fully online with immediate access to be the complete programme.

Complete Message—Market Fit Programme

£595

Self-paced—Independent
  • Access to the complete programme with 150+ lessons available to complete at your own pace.
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Add-on: Private Coaching

+£595 (Total: £1,195)

Self-paced—Supported
  • Two 45-minute private coaching sessions where, together, we'll work through any challenges you're experiencing.
  • In-depth review of all of your findings before the sessions to maximise value and next steps.
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How the programme helped JRNY

Jamal Ayton-Brown shares how the message-market fit programme shared JRNY and who they feel would benefit from following the programme.

What we'll cover in the 12 Week Programme

Week 0: Introduction to Message-Market Fit

Here we will cover: why finding Message-Market Fit is non-negotiable; what it is; and the 7-step process to finding Message-Market Fit. If you've already completed my message-market fit crash course in the past, skip this section.

Introduction to the Message-Market Fit course
Impact of improving your messaging
Do you have a messaging problem?
What is message-market fit?
What is positioning?
What are "jobs to be done" and why are they important?
What is the language element of message-market fit?
Working out the right audience
How to find message-market fit
Step 1: Review mining
Step 2: Competitor analysis
Step 3: Surveying your customers
Step 4: Interviewing your customers
Step 5: Defining and testing your messaging
Step 6: User test your messaging further
Step 7: Increasing the ROI of your new messaging further

Week 1: Review Mining & Swipe Files

This week's content will include information on what review mining is; why it's important; the different types of data you can gather here; and how to use a swipe file.

What is review mining?
What are other sources of data for review mining?
How to complete your swipe file
The "do"s and "don't"s of review mining
Completing the swipe file—Example
How to speed up the review mining process
Using AI to automate your tagging
TEMPLATE: Swipe File
ACTION POINT: Fill in your swipe file
Why you should review mine your competitors
ACTION POINT: Analyse competitor reviews
How to analyse and use your swipe file
ACTION POINT: Analyse your swipe file
ACTION POINT: Use your swipe file to write copy

Week 1: Competitor Analysis

In week 1 we will also focus on competitor analysis. We will go through how to undertake a competitor analysis using the template; why it's important; and how to use these insights to your advantage to inspire and inform your messaging. By the end you will start to see why your customer’s love you and why they love / don’t love your competitors to identify gaps.

Introduction to the competitor analysis
How to complete the competitor analysis template
How to automate some of the competitor analysis
Competitor analysis—Example
TEMPLATE: Competitor Analysis
How to use competitor analysis insights
ACTION POINT: Fill in your competitor analysis

Week 1-2: Surveying your existing customers

During Week 1-2 there is also the option to survey existing customers. We will walk through the steps needed to develop a strong survey with the right questions, the email template and checking for Product-Market Fit. By the end of the survey section, you will start to see trends in your potential Jobs to be Done, which you can dive deeper into during the interview stage.

Introduction to surveys
Checking for Product-Market Fit
Audience size for the survey
Other questions to include in the survey
Why we use open-ended questions in the survey
TEMPLATE: Survey Questions
ACTION POINT: Setup your survey
Offering a reward for the survey
Emailing the survey
TEMPLATE: Survey Email
ACTION POINT: Send out your survey
Analysing the survey data
ACTION POINT: Analyse your survey data

Week 3-5: User interviews

Here we will explore why these are an essential piece of the Message-Market Fit puzzle; how to schedule interviews; how to run interviews and what questions are applicable to ask. By the end of the interviews you will have a clearer insight into why customers aren’t satisfied with competitors and love you.

Introduction to user interviews
Who should you interview?
Rewards for user interviews
What tools should you use to schedule user interviews?
Email template for user interviews
TEMPLATE - Email - Survey sent first
TEMPLATE - Email - No survey sent
Tools to use for conducting and recording your interviews
ACTION POINT: Send out the email to schedule your user interviews
Objectives and learnings you want to gain from user interviews
ACTION POINT: Define what you'd like to learn
Introduction to user interviewing, including questions template
TEMPLATE: User Interviewing Questions - Google Sheet
TEMPLATE: User Interviewing Questions - Document Alternative
Walkthrough of the template
Understanding your demographic, and questions to ask
Questions to ask to learn about the user's first impression(s)
Questions, concerns and challenges questions
Ways to uncover your direct and indirect competitors in interviews
Understand your existing customers better
Bonus: Referral questions
Addressing previous customer questions
Adding your own questions
ACTION POINT: Decide which questions you are going to ask
What are the best practices to conduct user interviews?
Recommended flow of questions
Fun little interview situation
Handling negative feedback
The 2 critical questions to ask when you're interviewing
Test run interviewing
ACTION POINT: Test run a user interview (Optional)
ACTION POINT: Conduct the user interviews

Week 6: Analysis

Here we will discuss the most efficient ways to collectively analyse all of the data you've gathered thus far. This will include position mapping; determining Jobs-to-be-Done; creating personas; and brainstorming copy for testing based on all of your insights.

Introduction as to how you can analyse your data
What is position mapping?
What's the best way to complete a position map?
TEMPLATE: Position Mapping
ACTION POINT: Setup your position map
How to map out your Jobs-to-be-Done
Narrowing down your jobs to be done
TEMPLATE: JTBD & Brainstorming copy
ACTION POINT: Map out your potential JTBDs
Mapping out your persona
Preview
Creating a persona—Example
Preview
TEMPLATE: Persona
ACTION POINT: Create your persona
How should I start to brainstorm my copy?
ACTION POINT: Brainstorm Copy

Week 7-10: Testing your messaging

We will explore different types of testing (Meta ads, email, 5-second tests); the importance of testing; how to set up your test to have optimal conditions to yield accurate results; and analyse your results for each testing type.

Introduction to testing your messaging
How should you test your messaging?
How to test with lower-intent traffic
Meta ads—What budget will be needed?
Meta ads—How do you use a budget calculator?
Meta ads—How can you reduce your testing budget?
TEMPLATE: Calculating budget for Meta Ads
ACTION POINT: Check what budget you'll need to run your test
Meta ads—What copy and imagery should you use?
ACTION POINT: Setup your creative and copy for the test
Meta Ads—What is the best type of landing page to use?
Meta ads—How should you set up your test?
ACTION POINT: Run your meta ads test
Meta ads—How do you analyse the results?
ACTION POINT: Analyse your meta ads results
Email—Introduction to email testing
Email—How can you determine if you can test via email?
ACTION POINT: Calculate if you can test via email
Email—How do you establish an audience to email?
Email—How should you set up your email experiment?
ACTION POINT: Setup your email and send out your test
ACTION POINT: Analyse your email test results
Email—How should you continuously test via email?
ACTION POINT: Decide if you are going to test further via email
5-second testing—Introduction to 5-second testing
5-second testing—What types of tests exist?
ACTION POINT: Decide what type of test you'd like to test
5-second testing—What testing platform should you use?
5-second testing—What are alternative testing platforms?
5-second testing—How do you recruit a test panel?
ACTION POINT: Decide on your platform and if you will recruit a panel
5-second testing—How do you set up a 5-second test?
5-second testing—How do you set up a preference test?
ACTION POINT: Setup your 5 second/preference test
5-second testing—How do you analyse the results?
ACTION POINT: Analyse the results of your 5 second/preference test

Week 11-12: User testing

Here we will walk through how to test the language on your website to see if it resonates. As well as understand better how someone unfamiliar with the brand experiences the website to make your messaging even more impactful. By the end, you will have a clear backlog of improvements to ensure your new positioning translates more effectively to your website for new customers.

Introduction to user testing
How to define your user testing task
Recruiting users for user testing
Rewards for user testing
Email template for user testing
TEMPLATE: User Testing Email
ACTION POINT: Go out and recruit users for user testing
How to conduct a rainbow analysis
TEMPLATE: User testing rainbow sheet
Key considerations for running your user test
What questions should I ask when screening?
How should I guide my user throughout the test?
What follow up questions should I ask after the test?
ACTION POINT: Conduct the user tests
How to analyse the results
ACTION POINT: Analyse the data and decide next steps
TEMPLATE: User testing rainbow sheet

Week 12: Onwards—How to keep testing

Message-Market Fit is an ongoing process; you are likely to continue to be testing. We will walk through how to continue to 2-3x the impact of your new messaging and squeeze everything out of your new messaging to improve performance across channels and your website.

Introduction to where to go from here
Ways you can continue to test
How you can start implementing your messaging
Worried you're not seeing a difference in results?
How to segment your messaging even further
Feedback
Buy now

Results-driven stories

"I found the programme to be eye-opening around the way I thought about the relationship between our customers and product.

Thinking in terms of Jobs-to-be-Done enables you to distil the value you bring into simple, testable statements and ensure they’re directly relevant to the deeper needs of potential customers, not just a list of features that you reel off in the hopes they resonate.

It was simple to understand, extremely actionable and, most importantly, I expect to see lifts in all the relevant metrics. I’d highly recommend it."

Jamal Ayton-Brown

Founder of JRNY

"As a marketer who likes to figure things out, I always wondered what's the best and fastest way to figure out a company's positioning, value propositions and benefits that deeply resonate with their audience without going through 6 months of persona and customer research.

This course will teach you exactly how to find insights at rapid pace, regardless if you are an early or later stage company.

This is the systematic way to discover the "insights" you always wanted to grow your business."

Aazar Shad

Growth Marketing Consultant

"Daphne is a no nonsense growth coach to DTC brands.

We had a first Message-Market Fit workshop with Daphne which already proved to be really useful, and we are on a bit of a self-discovery journey as a brand as a result."

Anna Marcovici

Founder of Manifesto Nutrition

"Daphne has mastered the art and science of Message-Market Fit. In very competitive markets, she found the nuance in messaging, which turned words into profits. 

Get the guidance from somebody who has been in the trenches and has proven her worth."

Chris Out

Investor, Author, Speaker

"Daphne has helped us to dive deeper into the why and uncover a handful of customer insights, and better express the pains. 

We are still on a journey, but we are looking forward to making our messaging more effective through testing with Daphne. I highly recommend working with her.''

Bilguissa Balde

Head of Growth & Marketing of Fiils

"I have been working with Daphne for over a year, and I must say it is refreshing to work with someone who is so passionate and committed for our business to be successful.

The value and IP Daphne brings is invaluable. I would highly recommend working with Daphne."

Darren O'Reilly

Founder of Whole Supp

Who is behind the course?

Hi, I'm Daphne!

After five years leading at a growth agency, I became Head of Growth at a braincare startup, Heights, where I helped them scale from 28K MRR to 343K MRR in just 18 months.

I now equip the best eco-friendly, wellness D2C startups with the skills needed to grow faster. 

For years I've been passionate about Message-Market Fit, but I felt there was no structured or affordable way for startups to achieve it.

I've spent thousands of hours supporting brands find Message-Market Fit. I wanted to turn this approach into an accessible programme to help more startups achieve the same results.

If you have any questions about the programme, please reach out!
Linked_inWebsiteMail

Curious what a lesson looks like?

Here is a sample video of the 5-second testing section - a method we use for testing your messaging after you've conducted the research.

Other videos in this section cover: when to use 5-second testing, which platform to use, the costs involved, using a panel to recruit users and analysis.

Frequently asked questions

For which type of companies is this suitable for?

This course is designed with B2C startups in mind from pre-launch to scaling up. Messaging challenges come at different stages of your growth journey so I've kept that in mind.

Whilst many of the learnings will be able to B2B, it has not been designed specifically for them.

Who in the startup should follow this course?

Depending on who you have in your team, I recommend founders, growth/product team members and marketing team members to follow this course. 

If you'd like to follow this as a solo founder, I'd definitely recommend doing one of the supported options or finding someone else to walk through your findings with.

Can other team members receive access?

If they have the same company email address, I'm happy to give free access to up to five team members. That way, you can all follow it together. Just drop me an email at hello@daphnetideman.com and I will sort it out. 

Can I sign up for a supported option later on?

After checking out the Message-Market Fit Programme, you get the option to purchase either the Self-paced Supported option (£595) or the Complete in Q2 option (£895). 

You can always reach out later to choose the Supported option, but this depends on space. I will work with a maximum of 10 startups for each option.  

How much time will it take for me to complete the action points?

I’m not going to pretend to find message-market fit is a one-day job. You will need to invest 50-150 hours (depending on your size) of your own time to collect data, conduct interviews, analyse and experiment. This is time invested building your business vs working in your business and I’ve found that businesses (though they continued to experiment) were able to use the insights for years afterwards.

Can I complete this in less than 12 Weeks?

Definitely! I've spread it out over 12 weeks because I'm conscious you are also working on other areas as a startup.

If you want to complete it in less than 12 weeks, I would advise:
  • Skipping the survey step 
  • Getting the JTBD interviews planned in immediately
  • Using more budget if you are testing via Meta ads to test quicker

The quickest I believe you could complete this is 6-8 weeks depending on how much research you already have.

  • £45

Not ready for the full programme yet?

  • Course
  • 19 Lessons

You can start with the shorter introductory programme to familiarise yourself with Message-Market Fit. You'll gain high level explanations of the 7-steps used throughout the full Message-Market Fit Programme.
Learn more