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Everyone thinks that a start-up is just about building a product. However, it is more than just that. Product development is part of the cycle where managing the product from feedback of users and marketing the product are also tied to build up the start-up as a sustainable business. The talk is delivered on JFDI.Asia, 1 March 2012 and focused on providing incubatees the best practices in working out how to build, manage & market your product within a short time.
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That Thing You Forget to DoLessons on Product Development,
Management & Marketing
Bernard Leong
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If you have 64 days left, you should spend 30 days for product development & 30 days for testing, feedback & raise money ...
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Let’s start with two buildings in Orchard Road, Singapore
313@Somerset Orchard Central
What are your experiences in navigating within the building?
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In a nutshell
How do you build a product? Product Development:Features, Content & Help
How do you measure a product?Product Management: Getting the right set of metrics from customers
How do you market a product? Product Marketing: Getting users & Managing media
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Questions from Founders• Who should decide the final product if founders
differ from vision?
• When is the time that we can say “the product is ready for launch!”?
• How do we get publicity and distribution of our website/app or any product?
• How do we resolve conflicts on product within the team?
• Should you build on adequate or great open source technologies?
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Planning without Execution is a pipe dream. Execution without Planning is waste of effort & time.
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Product RoadmapMinimum Viable
Product
What you can build within
30-60 days?
What is the ideal product you will like to
have?
Infinity
The ideal product does
not exists
What you can build with an
initial investment & some
customers
What you can build with more
investments & more customers
(includes feedback)
Beta Product Iterated Productfor customers
TimeDay 0
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Product Development8
How do you decide features?
• Alignment with the user objectives - Is your product solving the problem you state?
• Less is more: How many extra features which you can cut for now?
• Can a user figure the product out without much education?
Kano Model
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Is UI/UX a science?
Check out this video: http://youtu.be/iVFTBj_BYy0
Wireframes Screen Sizes (Mobile/Web)
Colors, Fonts, Icons, Buttons & ... Actions, Events & Analytics
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Product Management11
Measure data but find the killer metric that addresses virality & potential /real revenues.(the one you pitched to investors)
How many downloads, users, impressions?
(Vanity)
How many monthly active users performing actions with your app or website?
Construct metrics, on how many
actions per user or how much time user
spend and benchmark against
known metrics.
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Day Product Development
Product Management
Product Marketing
10 Build feature 1 & 2 Test trial for feature 1 & 2Figure out where
your customers get the product.
20 Build feature 3 & 4Test trial for feature 3 & 4Prepare seeded content
Figure out how to educate usersPrepare the setup for the distribution
30 Prototype ready for testing
Get users to try the complete prototype & see what they thinks
Prepare and starts sending invites to
alpha or beta users
Let everyone knows the plan and start your execution. Do keep each other in check.
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Product Marketing14
Distribution & PR:2 different issues for product marketing
Distribution: How do customers access or buy your products?
PR: How do customers hear of your products?
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Product Marketing: Distribution• What is the platform do you
distribute your product?
• What is the delivery process of your product? An app store or a SaaS provider?
• How easy can a customer access your service?
• How accessible are your partners with customers?
• Firehose Strategy: Should we open it up as an API?
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Product Marketing: PR• How should you engage the
press from bloggers to journalists?
• What are the things that the team should or should not share?
• What are your own channels or marketing? Social Media?
• How do you respond if the press turns against your company?
• PR is about enhancing the company’s image & hoping that more customers use your product.
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Align your product releases & launches & business objectives to your media strategy
Months Product Milestones
What’s the story?
Media Channels
1Product Launch &
beta launch in local market
How does your product solve the
problem? Social Media Sites
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Release version 2.0 with feature X & expand to three
markets
What’s the new thing that will improve the experience of your
customers?
Social Media SitesPrinted Media
6Compile, Classify &
Analyze data coming from the product
An insight about the behavior of
customers about your product
Social Media Sites, Printed Media Radio or TV
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References• Smashing Magazine: http://www.smashingmagazine.com
• Presentation Zen: http://www.presentationzen.com
• Mobile UI Patterns: http://mobile-patterns.com/ or Pttrns: http://pttrns.com/
• Color Palettes: http://thedesignmag.com/27-color-tools-and-resource-for-choosing-the-right-color-palette.html
• Kano Model, Agile Software Methodology
• Eric Rees, “The Lean Start-up”
• Jeffrey Moore, “Crossing the Chasm”
• Project Management Tools: Pivotal Tracker, Basecamp or Asana?
• FrameThink, “The Four Viral Objectives: http://framethink.wordpress.com/2008/01/15/the-four-viral-app-objectives-aka-social-network-application-virality-101/
Contact: [email protected]
