Creating a Landing Page Instead of a Business Canvas

Creating a landing page to validate interest in and willingness to pay for your product is an oft-mentioned strategy in the lean startup community.

But landing page development can be an easy way to generate excitement and shared vision with an internal team as well.

You may be familiar with the Gamestorming idea called Design the Box, where teammates get to tap into their creativity to come up with the vision, marketing and positioning for the new product.

The Gamestorming “Design the Box” exercise can be energizing for some, and intimidating for others!

With so many landing page tools readily available, you can take away any hesitation anyone has about using markers and glue, and rapidly design something that almost looks real!

Because templates like those from LandingSumo have sections for common elements like testimonials, benefits and pricing, the team has to address these aspects of the idea. Through the design process, they naturally start to identify the hypotheses that need to be tested.

It’s more traditional in the Lean Startup community (if anything based on a book from 2011 can be considered traditional) to start with a lean canvas to explore the overall business model.

The Lean Canvas is a way to capture your business model, ideally in 20 minutes

But that’s a template, and there are some team members who are just not going to be energized by filling in boxes. The landing page approach gives them the chance to articulate their vision and identify the unknowns without feeling constrained by structure.

Next time you’re working on describing a new product, consider focusing on how you’ll articulate the customer experience, and then back into how you’ll get there.

Sr UX Specialist with Canada Revenue Agency, former web dev and product person. 🔎 Lifelong learner. Unapologetic introvert. Plant-powered marathoner. Cat mom.

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