Introduction to Software Products and Startups 2013

1 — Products

Software Development From Code to Product

Is this a restaurant?

From Code to Product Lecture 1 — Products — Slide 2 gidgreen.com/course

Tasty, nutritious food

Is this a product?

From Code to Product Lecture 1 — Products — Slide 3 gidgreen.com/course

Some leading products

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Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

From Code to Product Lecture 1 — Products — Slide 5 gidgreen.com/course

Course objective

“Learn how to turn a core

technology or idea into a software

product which delights users,

succeeds in the marketplace and

becomes a profitable business.”

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Our assumptions

•  You can program

•  You are web savvy

•  You know English, ish

•  No other experience

•  Technical founder(s)

•  No investors (yet)

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Syllabus and Exercises

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Introduction to products The entrepreneurship process The big picture

User interface principles Practical interface design User interface

Advertising as a business model Selling products and services Business model

Marketing for startups Search engine visibility Marketing

Customer facing APIs Analytics and optimization

Localization Technical stuff

Spec for MVP

UI mockups

Landing and pricing pages

Design an API

Final Project

•  Choose 3 competing products – Desktop/web/mobile (or a combination) – Lecturer approval required

•  Explain problem •  Compare products – Functionality, UI, business model, marketing

•  Conclusion •  Independent analysis

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We won’t cover…

•  Raising money •  Forming a company •  Recruiting •  Legal issues •  Enterprise sales •  Management •  Exit strategy

From Code to Product Lecture 1 — Products — Slide 10 gidgreen.com/course

Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

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Products are for people

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People are physical

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Eyes

Hands

Brain

People are emotional

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People are impatient

“The vast majority of people who visit your site… will arrive with their finger poised on the Back button… So your site has to say: Wait! Don't click on Back. This site isn't lame. Look at this, for example.”

— Paul Graham, Y Combinator

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People are irrational

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People are self-interested

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People are skeptical

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“The average American is exposed to several hundred ad messages a day and is trying to tune out.”

— Prof. Philip Kotler, 2005 “On average, Americans are subject to some 3,000 essentially random pitches per day.”

— Inc.com, 2005 “Not too long ago, the average American was exposed to over three thousand advertising messages in the average day. Today, you get that many before breakfast!”

— Newspaper Association of America, 2002

People are followers

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People are short on cash

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$20,000

$25,000

$30,000

2010 2008 2006 2004 2002 2000 1998 1996 1994 1992

US Inflation-Adjusted Median Income

Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

From Code to Product Lecture 1 — Products — Slide 21 gidgreen.com/course

What is a software product?

Code that solves problem

+

Inputs and outputs

+

User packaging

+

Can generate cash

From Code to Product Lecture 1 — Products — Slide 22 gidgreen.com/course

Mar

keti

ng

Layers of a product

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Core

Less unique

Less technology

But more visible to end users

(in general…)

Mic

roso

ft O

ffic

e

Layers of Microsoft Excel

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Calculation engine

PR,

Gm

ail,

Map

s, …

Layers of Google

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PageRank

Code Breakdown Example

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Algorithm Core

48% 13% 14% 5% 9% 11%

What’s the core of PayPal?

•  High volume transaction processing?

•  Integration with external systems?

•  “…PayPal is: a security company

pretending to be a financial services

company” — Max Levchin, Founder

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An ideal core

•  New •  Clever •  Invisible •  Hard to reproduce •  Research-based •  Optimized for speed •  Improve with usage

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Objective: Barrier to

entry

An ideal core interface

•  New Familiar •  Clever Simple •  Invisible Obvious •  Hard to reproduce •  Research-based •  Optimized for speed •  Improve with usage

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Objective: No barriers

to usage

Product Technology Interface

Desktop P2P + VoIP Config-free

Web Messaging 140 characters

Mobile Super effects Instant posting

Combining the ideals

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Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

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Major platforms

PCs Web Smartphone Tablet

Initial adoption 1977 1993 2007 2010

2012 shipments 350 million — 717 million 120 million

Jan 2013 users 1.5 billion 2.5 billion 1.1 billion 150 million

Annual growth ~5% 8% 42% 150%

Core platforms

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Web on Mobile

From Code to Product Lecture 1 — Products — Slide 33 gidgreen.com/course

http

://w

ww

.kpc

b.co

m/i

nsig

hts/

2012

-int

erne

t-tr

ends

-upd

ate

Historical user growth

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0

1 billion

2 billion

1980 1985 1990 1995 2000 2005 2010

PCs Web

Touchphone Tablet

Operating system shipments

From Code to Product Lecture 1 — Products — Slide 35 gidgreen.com/course

http

://w

ww

.kpc

b.co

m/i

nsig

hts/

2012

-int

erne

t-tr

ends

-upd

ate

Other platforms

•  Mainframes •  Supercomputers •  PC servers – Linux, FreeBSD, Windows Server

•  Game consoles – Wii, Xbox, PlayStation, handhelds

•  Other mobiles – Blackberry, Symbian

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Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

From Code to Product Lecture 1 — Products — Slide 37 gidgreen.com/course

What does a startup do?

•  (Raise money) •  Development •  Monetization •  Marketing •  Publicity •  Biz dev •  (Exit)

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Baseline scenario

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Revenue

Time

Steady growth by word of mouth 5% per month = ~80% per year

Monetization

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Revenue

Time

More revenue per user

Business development

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Revenue

Time

Gain partner

Lose partner

Marketing

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Revenue

Time

Constant flow of extra users

Publicity

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Revenue

Time

Euph

oria

Depression

Diminishing returns

Example: Not so Cuil

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Mar 07 Sep 07 Mar 08 Sep 08 Mar 09 Sep 09 Mar 10 Sep 10

Raised $8m

Raised $25m

Launched as Google Killer

Didn’t Kill G

oogle

Relaunched as Cpedia Dead

Everything but the Product

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Revenue

Time

Revenue

Time

Revenue

Time

Revenue

Time

Product development

From Code to Product Lecture 1 — Products — Slide 46 gidgreen.com/course

Revenue

Time

Incr

easi

ng

grow

th r

ate

Growth by word of mouth

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Monthly 1 year 2 years 5 years 10 years

3% 1.4x 2.0x 5.9x 35x

5% 1.8x 3.2x 19x 349x

7% 2.3x 5.1x 58x 3358x

On marketing schemes…

“The one thing we learned over 5 years is that nothing works better than just improving your product. Every minute, every developer hour we spent on any one of these crazy things… was nothing compared to just making a better version of the product and releasing it.”

— Joel Spolsky, Fog Creek Software

From Code to Product Lecture 1 — Products — Slide 48 gidgreen.com/course

Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

From Code to Product Lecture 1 — Products — Slide 49 gidgreen.com/course

Startup founders

•  2 or 3 people –  If just one, get lots of advice

•  Complementary skills – Vision + Product – Technology

•  Friendship + trust •  Shared goals •  Everyone vests

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Founder goals

•  Make money

•  Have fun

•  Be free

•  Create something

•  Do good

•  Get famous

•  Make money

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How much annual income?

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$1,000

$10,000

$100,000

$1,000,000

Feel good

Extra money

Lifestyle

Working rich

How big an exit?

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$2 million

$20 million

$200 million

$2 billion

Something neat

Team + technology

Scaled business

Scare someone big

Lecture 1

•  About this course

•  Products and people

•  Layers of a product

•  Software platforms

•  What does a startup do?

•  Founders and goals

•  External resources

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Books

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Some websites

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Hacker News Links to news news.ycombinator.com

Mashable Social media news mashable.com

Mixergy Interviews Interviews with founders mixergy.com/interviews

OnStartups Answers Q&A for startups answers.onstartups.com

Quora Q&A popular with startups quora.com

ReadWriteWeb In-depth startup blog readwriteweb.com

TechCrunch Leading startup blog techcrunch.com

Thought leaders — Entrepreneurs

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37 Signals Ruby on Rails 37signals.com/svn

Steve Blank “Customer Development” steveblank.com

Jason Cohen SmartBear Software blog.asmartbear.com

Seth Godin “Permission Marketing” sethgodin.typepad.com

Dharmesh Shah HubSpot onstartups.com

Joel Spolsky Stack Overflow joelonsoftware.com

Eric Ries “Lean Startup” startuplessonslearned.com

Thought leaders — Investors

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Chris Dixon Founder Collective cdixon.org

Brad Feld TechStars feld.com

Paul Graham Y Combinator paulgraham.com

Guy Kawasaki Garage Technology Ventures blog.guykawasaki.com

Dave McClure 500 Startups 500hats.typepad.com

Mark Suster GRP Partners bothsidesofthetable.com

Fred Wilson Union Square Ventures avc.com

And check these out

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