The Power of Product Focus - Turing Festival 2016
Transcript of The Power of Product Focus - Turing Festival 2016
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The Power of Product Focus
@simplybastow // Turing Festival, Aug 2016
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Hello!
I’m Janna Bastow You can talk to me about product,
or say hi at @simplybastow
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(really nice product management tool)
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2010
Idea + hack project
@simplybastow
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2010 2011@simplybastow
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2010 2011 2012
Quit jobs
@simplybastow
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2010 2011 2012
Launch product
2013@simplybastow
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2010 2011 2012 2013 2014
Traction!
@simplybastow
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Swoosh!
2010 2011 2012 2013 2014 2015@simplybastow
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2015: The year of faffing about
Hiring (and unhiring) Some outside help Let’s try advertising! Events and outings Founder “hobbies” Should we raise money? Bonus: New product version
@simplybastow
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@simplybastow
Uh oh…
2011 2012 2013 2014 2015
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@simplybastow
Plateau of Doom
2011 2012 2013 2014 2015
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https://unicornfree.com/2013/help-my-saas-isnt-growing
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
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Ways to get rich
1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Revelation: Just the process of thinking about funding was
enough to prove we didn’t need it.
@simplybastow
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Idea: FOCUS on the product metrics that matter.
@simplybastow
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Our goal is to increase the trial-to-paid rate
from 0% to 15%.
@simplybastow
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Our goal is to increase the trial-to-paid rate
from 0% to 15%. That’s it.
@simplybastow
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Experiment #1:
Shorten trial time.
@simplybastow
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Experiment #2:
Gamify the trial.
@simplybastow
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Experiment #3:
Persona-specific emails.
@simplybastow
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“Thank you for finding these edge cases!”
Ian, Support at Drip
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Experiment #4:
Masterclass.
@simplybastow
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@simplybastow
Wee!
2011 2012 2013 2014 2015 2016
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But what about the money?
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Ways to get rich
1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
@simplybastow
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Bonus experiment:
Play with pricing.
@simplybastow
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Results
Sky rocketing growth
@simplybastow
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Results
@simplybastow
Cash in the bank
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Results
@simplybastow
Lots of customer love
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Results
@simplybastow
Better company culture
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That’s the Power ofProduct Focus.
@simplybastow
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Thank you!
Let’s go for a and talk about product.
Drop me a line at [email protected] or say hi at @simplybastow
Weeeeee!