The One Page Strategy
PS: This concept is inspired by Julian Cole from Planning Dirty Academy
1- What is SOAP?
SOAP is a one-page document that has the least amount of words (100) with the greatest amount of value
Soaps are basically an optimized and digestible version of the full strategy roadmap (80+ pages)
2- How to create a strategy on a page? (Framework)
A SOAP is composed of these 5 elements:
Business problem______ (brand name/category)
Consumer problem______ (problem is)
Insight_______ (however) => reframe the problem
Solution____ (we need to) => create a new solution
Consumer goal_____ (so that) => Empathy map (say, think, feel and do)
Biz goal_____ (helping to) => What's the impact for the business - make it measurable
3- How can we use it?
SOAP comes in handy when having a 20sec elevator pitch with an investor or when presenting a new strategic problem to a stakeholder who has very limited time and attention to give -
4- What's the outcome of a SOAP?
Find an opportunity in disguise (insight)
Develop a value proposition to achieve a certain goal
Keep track of the industry problem we're trying to solve
Provide context -> how are we meaningfully different?
A fast onboarding process - to go from unknown to known
5- What about the full roadmap document?
"If the roadmap doesn't fit on one page, then you don't have a strategy"
6- SOPs need to be backed up with research, wordcraft, presentation & validation of the strategy, and the brief
7. Advertising examples of SOAP
- Lysol is a category leader in a dying category of germ-killing infections
- PROBLEM IS mothers see germ-kill as over-kill
- HOWEVER for moms protection is an instinctive act of love
- WE NEED TO make the strength of Lysol protection every day, as the strength of a mother's protection
- SO THAT moms feel assured they're doing the most to protect their kids
- HELPING TO increase usage of Lysol products to 20%
That’s it for now.
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