Creating Community For
Product Unknown
by Cindy F. Solomon
June 18, 2014
© Cindy F. Solomon
cfsolomon@gmail.com
Cindy F. Solomon, CPM, CPMM
© Cindy F. Solomon
cfsolomon@gmail.com
•Host, Global Product Management Talk
•Founder, Startup...
© Cindy F. Solomon
cfsolomon@gmail.com
Why create community
before the product is
known?
Increase Product Success
4
70% Of Products Fail
• Didn’t meet market needs
• Unclear who the customer was
• Wasn’t viable
• Not competitive
• Costs t...
6
Building the wrong
product is expensive
& disastrous for the
product team &
company
© Cindy F. Solomon
cfsolomon@gmail.com
Why focus on
“community” rather
than “target market”?
© Cindy F. Solomon
cfsolomon@gmail.com
Aren’t customers more
important than
“community”?
© Cindy F. Solomon
cfsolomon@gmail.com
© Cindy F. Solomon
cfsolomon@gmail.com
Community is a
Two Way Street
• Requires less $ (marketing, advertising dollars)
• ...
© Cindy F. Solomon
cfsolomon@gmail.com
Community Marketing Leaders
Nike, Starbucks
and Google
© Cindy F. Solomon
cfsolomon@gmail.com
Creating Future Community
Apple in education
© Cindy F. Solomon
cfsolomon@gmail.com
Before building product:
First find the
market.
© Cindy F. Solomon
cfsolomon@gmail.com
Before building product:
Find the desire.
© Cindy F. Solomon
cfsolomon@gmail.com
Before building product:
Sense the need
in the market.
© Cindy F. Solomon
cfsolomon@gmail.com
Customer Development
Process to discover
product/market fit
© Cindy F. Solomon
cfsolomon@gmail.com
• What do they read? Specific magazines,
papers
• What events do they attend?
• Whi...
© Cindy F. Solomon
cfsolomon@gmail.com
Go out to the field
• Where are they
• What are they doing
• What do they care abou...
© Cindy F. Solomon
cfsolomon@gmail.com
Understand motivations
• How do they behave
• What drives their choices
• How do th...
© Cindy F. Solomon
cfsolomon@gmail.com
Walk in their shoes
• Observe them
• Eat with them
• Talk with them
• Live with the...
© Cindy F. Solomon
cfsolomon@gmail.com
• Ask questions
• Feel from their perspective
• What is missing
• What can be impro...
© Cindy F. Solomon
cfsolomon@gmail.com
• Can you communicate what they value?
• Can you provide value to the existing
comm...
© Cindy F. Solomon
cfsolomon@gmail.com
Product marketing managers frame the
narrative of the product, idea, and potential
...
© Cindy F. Solomon
cfsolomon@gmail.com
• It reflects what has been learned from the
community
• In their words, language a...
© Cindy F. Solomon
cfsolomon@gmail.com
Develop key relationships before you build the
product for trust, believability and...
© Cindy F. Solomon
cfsolomon@gmail.com
Before building product:
Establish relationships with
current community stars, i.e....
© Cindy F. Solomon
cfsolomon@gmail.com
Before building product:
Give them platform to
be heard and then
Listen to them!
© Cindy F. Solomon
cfsolomon@gmail.com
Create Future Stars
• Create future community stars by
showcasing passionate contri...
© Cindy F. Solomon
cfsolomon@gmail.comP
Find the loudmouths, early
adopters, people creating &
controlling the conversatio...
© Cindy F. Solomon
cfsolomon@gmail.comP
1. Identify key issues product touches
2. Become part of the conversation
3. Culti...
© Cindy F. Solomon
cfsolomon@gmail.com
• Identify key issues product touches upon
• Where is conversation going on?
• Don’...
© Cindy F. Solomon
cfsolomon@gmail.com
• Talk about things that already have interest
and give your personal experience
• ...
© Cindy F. Solomon
cfsolomon@gmail.com
1. Be a nice guy that everyone likes
2. Build a product that everyone
likes
3. Mark...
© Cindy F. Solomon
cfsolomon@gmail.com
“Timing, perseverance, and ten
years of trying will eventually
make you look like a...
It Started with a Tweet
The Startup Product Mission
• Engage product professionals in regular, real-time discussion;
• Showcase experts, speakers,...
© Cindy F. Solomon
cfsolomon@gmail.com
Chris Yeh, PBWorks “Find the market
before you build the product.”
Sean Moffit, It ...
© Cindy F. Solomon
cfsolomon@gmail.com
Thank you for sharing your precious time!
Please connect!
www.linkedin.com/in/cfsol...
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The Product Mentor: Creating Community for Product Unknown

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Join Cindy Solomon's (mentor in The Product Mentor) conversation on Creating Community for Product Unknown.

The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by fundamental goals...Better Decisions. Better Products. Better Product People..

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The Product Mentor: Creating Community for Product Unknown

  1. 1. Creating Community For Product Unknown by Cindy F. Solomon June 18, 2014 © Cindy F. Solomon cfsolomon@gmail.com
  2. 2. Cindy F. Solomon, CPM, CPMM © Cindy F. Solomon cfsolomon@gmail.com •Host, Global Product Management Talk •Founder, Startup Product Movement for Product Excellence •Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing Chapter #13 Emulate Twitter •20 years software product marketing and management, web development, services, consulting including Apple, Vadem, NetObjects and Startups in Silicon Valley. www.linkedin.com/in/cfsolomon/
  3. 3. © Cindy F. Solomon cfsolomon@gmail.com Why create community before the product is known?
  4. 4. Increase Product Success 4
  5. 5. 70% Of Products Fail • Didn’t meet market needs • Unclear who the customer was • Wasn’t viable • Not competitive • Costs too high to produce • Need not urgent • Customer unwilling to pay • Not enough customers • Incorrect pricing • Not appropriate positioning • Value not communicated • Product not aligned with brand image • Doesn’t meet expectations • Built in obsolescence
  6. 6. 6 Building the wrong product is expensive & disastrous for the product team & company
  7. 7. © Cindy F. Solomon cfsolomon@gmail.com Why focus on “community” rather than “target market”?
  8. 8. © Cindy F. Solomon cfsolomon@gmail.com Aren’t customers more important than “community”?
  9. 9. © Cindy F. Solomon cfsolomon@gmail.com
  10. 10. © Cindy F. Solomon cfsolomon@gmail.com Community is a Two Way Street • Requires less $ (marketing, advertising dollars) • Grows loyalty • Inspires trust • Showcases real humans • Encourages feedback • Enables Deeper interactions
  11. 11. © Cindy F. Solomon cfsolomon@gmail.com Community Marketing Leaders Nike, Starbucks and Google
  12. 12. © Cindy F. Solomon cfsolomon@gmail.com Creating Future Community Apple in education
  13. 13. © Cindy F. Solomon cfsolomon@gmail.com Before building product: First find the market.
  14. 14. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Find the desire.
  15. 15. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Sense the need in the market.
  16. 16. © Cindy F. Solomon cfsolomon@gmail.com Customer Development Process to discover product/market fit
  17. 17. © Cindy F. Solomon cfsolomon@gmail.com • What do they read? Specific magazines, papers • What events do they attend? • Which social platforms? • What devices? If you don’t know, then how can you reach them? Identify Addressable Community
  18. 18. © Cindy F. Solomon cfsolomon@gmail.com Go out to the field • Where are they • What are they doing • What do they care about • What are they reading • What devices do they use • What platforms do they frequent
  19. 19. © Cindy F. Solomon cfsolomon@gmail.com Understand motivations • How do they behave • What drives their choices • How do they solve their pains • What do they pay for • What do they value
  20. 20. © Cindy F. Solomon cfsolomon@gmail.com Walk in their shoes • Observe them • Eat with them • Talk with them • Live with them • Care about them • Find their current community
  21. 21. © Cindy F. Solomon cfsolomon@gmail.com • Ask questions • Feel from their perspective • What is missing • What can be improved • What sucks • What feeds their needs Empathize
  22. 22. © Cindy F. Solomon cfsolomon@gmail.com • Can you communicate what they value? • Can you provide value to the existing community? • Can you reach them in sufficient numbers above the noise? • Why will they care about your product? • Why will they change current behavior? Assess
  23. 23. © Cindy F. Solomon cfsolomon@gmail.com Product marketing managers frame the narrative of the product, idea, and potential market One sentence summary – elevator statement Be consistent across all communications What are you telling them?
  24. 24. © Cindy F. Solomon cfsolomon@gmail.com • It reflects what has been learned from the community • In their words, language and context • Focused on their WIIFM Why Should They Believe
  25. 25. © Cindy F. Solomon cfsolomon@gmail.com Develop key relationships before you build the product for trust, believability and champions Key Relationships
  26. 26. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Establish relationships with current community stars, i.e. Bloggers, thought leaders, authors, innovators, practitioners
  27. 27. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Give them platform to be heard and then Listen to them!
  28. 28. © Cindy F. Solomon cfsolomon@gmail.com Create Future Stars • Create future community stars by showcasing passionate contributors & awarding their contributions • Gamification, stickers, badges, discounts • Even better: Thank you tweets, emails & printed acknowledgement
  29. 29. © Cindy F. Solomon cfsolomon@gmail.comP Find the loudmouths, early adopters, people creating & controlling the conversations, then Get Inside The Conversations
  30. 30. © Cindy F. Solomon cfsolomon@gmail.comP 1. Identify key issues product touches 2. Become part of the conversation 3. Cultivate the influencers via follows & replies 4. Produce (or borrow) compelling content 5. Build a need in the marketplace 6. Launch a product that fills that need 7. Build on the community that contributed to defining the product Get Inside The Conversations
  31. 31. © Cindy F. Solomon cfsolomon@gmail.com • Identify key issues product touches upon • Where is conversation going on? • Don’t create the conversation, join it and forward the action with relevant, appropriate, and generous contributions Create Compelling Content
  32. 32. © Cindy F. Solomon cfsolomon@gmail.com • Talk about things that already have interest and give your personal experience • What excites you? • Headline with something that relates to you – Use https://medium.com/ to post – Share URL on scoop.it Be Human
  33. 33. © Cindy F. Solomon cfsolomon@gmail.com 1. Be a nice guy that everyone likes 2. Build a product that everyone likes 3. Market before you build the product http://en.wikipedia.org/wiki/Hiten_Shah KissMetrics, Crazy Egg, Growth Hacking The Hiten Shah Secret
  34. 34. © Cindy F. Solomon cfsolomon@gmail.com “Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.” Biz Stone, Twitter, founded 2006 Slowly Build Overnite Success
  35. 35. It Started with a Tweet
  36. 36. The Startup Product Mission • Engage product professionals in regular, real-time discussion; • Showcase experts, speakers, bloggers, thought leaders, practitioners and events that forward product excellence; • Evangelize Product related jobs; • Raise important issues that all product professionals confront; • Extend shared resources across industries and borders; • Facilitate dialogue, networking, mentoring & support; • Enable global community; • Educate & defend the value of the product professional, cross-functional team collaboration and holistic product view.
  37. 37. © Cindy F. Solomon cfsolomon@gmail.com Chris Yeh, PBWorks “Find the market before you build the product.” Sean Moffit, It Takes A Community to Build A Brand Startup Product & Global Product Management Talk contributors, community organizers, speakers and sponsors Thanks to
  38. 38. © Cindy F. Solomon cfsolomon@gmail.com Thank you for sharing your precious time! Please connect! www.linkedin.com/in/cfsolomon/ @cindyfsolomon Startup Product, movement for product excellence http://startupproduct.com @startupproduct Startup Product communities Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @WebcastDigest

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