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Fulfillment is the ultimate test in the customer journey for your business. Up until this point, you have made your customer aware, established ways in which customers can evaluate your product or service, and now it is time to deliver. While the other steps certainly build trust, the fulfillment stage is about establishing follow-through. Customer’s ultimately care about if you keep your promises or not. With BROCSWay, our goal is to ensure you are set up for success that you can deliver the product or service at the excellence level you desire. Creating your fulfillment process requires making some essential decisions on your part before you get to the design and delivery stages. 

Defining the Problem

Businesses exist to solve customer’s pain points. A pain point is a root problem your target market has and your product or service is the solution to that problem. For example, an educator might notice that parents have a difficult time helping their children with Common Core Math. The pain point here is that the parents feel a lack of support in being able to help their children with this new approach. The educator then goes and creates a series of how-to videos and builds a business by helping these parents. 

When you are thinking about the right path to take for your business, being able to identify the problem is essential. If you are having a hard time articulating the root problem you want your business to address, there are 4 main types of customer pain points: Financial, Productivity, Process, and Support. 

  • Financial pain points refer to customers paying too much for current solutions on the market. 
  • Productivity pain points refer to customers spending too much time using the current solution or they want to use their time more efficiently. 
  • Process pain points refer to dissatisfaction with current internal systems or processes in place. .
  • Support pain points refer to customers who aren’t receiving the support they need.

When you have determined what pain point you are addressing, you can then decide what particular value your solution will offer to your potential customers. 


Value Propositions

We call the above mentioned value your value proposition. Essentially, it is the statement that identifies the value your solution would create in their lives. Something that should happen at the beginning of your brand creation process but that is an absolute necessity in the fulfillment stage is a clear vision of your value propositions. Essentially, your value propositions are created by asking yourself these three questions: 

  1. What is my motivation in creating this business?
  2. Am I adding value to a customer’s life or taking away a pain point? 
  3. What about my product or service makes me unique? 

Answering these questions leads you to what your value propositions are and, once established, lead you to your fulfillment process. In the fulfillment process, we add on one more question, “How are you going to deliver those value propositions?” 


It is also important to remember that the value propositions you use for your fulfillment process should reflect your target market’s needs. Chances are there are many upsides to your product or service, but the few that matter the most are the ones that apply directly to your target market. 

Product or Service

When it comes to delivering on your value propositions, you can offer a product or a service. Are you going to sell a tangible item or do something for someone else? Some business ideas are very obviously one over the other, but others could go either way. For example, if your mission is to make people’s lives easier by making house cleaning easier, are you going to design a product like a Roomba or offer your cleaning services? Both options have the same mission but what the exact value proposition is can inform which route you take. 

In making the product or service decision, your resources also come into the decision making process. If your monetary capital is not conducive to provide you with the ability to make a prototype, test it, make corrections, and replicate the final design, then providing a service is the route you should go. Or if your goal is to reach national sales and a vast target market, then a product would be a better route for you as it can be easily replicated. 

Digital or Physical

Both products and services can also fall into the digital or physical category and is another decision you will have to make in order to deliver on your value propositions. If you are creating a course or a podcast, you would be delivering a digital product. Freelancers and some softwares are considered digital services. Much like deciding if you will offer a product or service, whether your delivery method is digital or physical will come back to your value propositions. 

Helping You Decide

As you go back to your value propositions, you want your propositions to be unique. If you are having trouble deciding which combination is right for you, conduct research to see how your competition is delivering on their value propositions. Not only will this research help you to identify what makes your brand unique, it can also inform how you will deliver your offering. If you are in the position where you have multiple options, one of your unique factors could be that you are doing it differently than your competitors. 

Design, Develop, Deliver

Once you have made the decision on if you will provide a product or service and if that will be physical or digital, now it is time to work on the offering itself. As you make decisions through each step of the process, it is important to remember what resources you have available to you and which ones you would need to acquire. Depending on how those resources affect your capitals, you could find yourself in a position that requires changes to your approach. 


Whether you are designing a physical product or digital content, there are a few key qualifications your offering should meet. First and foremost, your design needs to be true to your value propositions. It must succeed in either adding value to the customer’s life or provide a solution to a pain point. You also want to be sure your design only contains the needed content or design elements to meet your customer’s needs. Additional bells and whistles, while maybe visually appealing, will only make the user experience more difficult. 

The design process is also heavily influenced by your resources and the ability to replicate your product or service in a timely manner. The quality of your offering should never be compromised and consistency is key. So, when you are designing, you want to make sure your design’s quality is sustainable as your company grows. 

The development stage consists of two phases: build and test. The building stage is obvious in that you need to actually make your product or content. The testing phase, however, differs based on what you are offering. If you have a physical product, making sure it works is essential. Beyond that, all the combinations should be tested on a select group of people to ensure your content or service is interpreted correctly from the customer perspective. 

We will go into more detail about the best tactics to use for testing in other articles. For now, the main lesson from the development stage is that first drafts rarely work the way you want them to, and you should do everything you can to ensure your product or service is market ready before you fully launch. 


The deliver step is your production process if you have a physical offering or how you will get your content to customers if it’s digital. While the process will look different for each combination and business model, there are some overall points to keep in mind as you develop your process. 


The last thing you want is for a customer to want to invest in your brand and product and then the ordering process is difficult. From a design aspect, make sure it is very easy for your customer to follow through with the purchase. Whether it is an actual purchase or scheduling an appointment, the third party integrations you use should work seamlessly. 

Easy ordering goes beyond just the purchase point though. Are you providing the customer with clear descriptions of your product or service? Are elements like shipping costs, delivery dates, and return policies clear if applicable? Have you made it clear that if a customer has any questions, they can contact you? How many options do you provide for payment? All of these elements matter in the ordering process for the customer and should therefore be a priority to you as well. 


If you are offering a physical product then the design of your packaging and the materials you use should be considered for your deliver process. Is eco-friendly a value proposition of yours? Then your process and materials should reflect that. Ease of access for digital content? Then you should be considering how your customers receive files or navigate through your service. 

You may also want to consider how much you can personalize your packaging. This again goes back to the customer being recognized for the value they bring. Maybe it is as simple as a thank you note or some other form of customization. Whatever may be right for your company, take advantage of your deliver process to let your customers know they are not just another sale to you. 


It is impossible for you to anticipate every problem or hiccup that will happen along the way and that’s okay. What matters in that moment is how you respond. Customers are more likely to trust a company who owns the mistake and takes the necessary measures to fix it in a timely manner. Prioritizing transparency and accountability as you deliver your product or service builds trust and appreciation with customers. 


In all of these decision making processes for your company, your available resources should always remain a consideration. The goal is for your to be able to provide a great customer experience and product or service but while still remaining profitable and sustainable. Depending on your industry, this can be a hard balance to find. Obviously time and money are your two biggest resources, but other resources such as packaging, facility space, storage, equipment, and materials all matter as well. Doing a thorough analysis of your resources will help you to realize your limitations and provide insights into where you may need a creative solution. Based on your resources, it is also helpful to map out what are hard lines for you and where there is room to compromise. Identifying these areas will illuminate how resources should be allocated and allow you to bring in revenue as well. 

Now What?

We know that we just gave you a lot of information to process, and there are many elements to consider in this phase. So we suggest first evaluating your value propositions and determine which ones are most appealing to your customers. From there, then make the decision about how you want to deliver your product or service. Those are the two biggest starting points for this phase. And if you are still unsure about which decision is best for you, we encourage you to explore our more in-depth articles about each one of those options. 


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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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