How #PNCamp went through its own Customer Discovery process
PNCamp – Dec 2013…
The birth of an idea
This is the story of #PNCamp. The first product leaders
bootcamp in India.
The idea was born in May of 2013. It was the fire in a bunch of
folks who wanted to create a meanigful Products event
Wanted to make lasting and deep impact, and to be bold
enough to experiment without inhibition to make it happen.
From May to Sep 2013, did all the things that a normal
conference would have done…
Marketing team formed –>
becomes Audience Curation
Debates on city choice
Identify Format for 1:100 people for
deep networking, peer and
Productify Volunteer Brainstorm on
Ecosystem ‘Jobs To Be Done’ .
Identified two target segment
Format rev1 ,
date to 3-4
Smaller volunteer does
More inputs and
to huge format
Audience Curation has great
plans but stuck without
Ideas lead to Birth pangs !!
Multiple pivots happened. Made it difficult for us to articulate
our own value proposition to you.
Settled on Audience Curation as the key to getting successful
blend of guided sessions with experiential learning. Important
for people to be at similar stage of business.
Focused on growth and scaling up. There were enough
technology events happening already. Lets talk business!
The hardest thing – marketing why PNCamp (benefits)
without having the program (features) ready. Conviction was
New format crystallized, Curation paramount
Bala and Pallav step up as designer of Scale& Audience Application form
Discover Track respectively
made live, stretch goal to get
huge signups (for Final
shortlist of 150 )
Realignment in thinking, market
benefits not feature document (
i.e agenda with time breakup)
has great plans but
Self doubt - Audience
never done before,.
Doubly hard without
Clarify and over communicate to
teams difference between
PNSummit and other conference
Endless debate on
to INR 2K
Pivots made it hard to under
even understand the
benefits. Need to articulate
program benefits. Crisis cant
Stretch goals not
The No-looking-back phase
1st Nov and our enthusiasm and energies were at an all time
low. Yes, honestly.
We want you to understand this, because this is how
We needed to be challenged by adversity to flip around and
change gears. And it happened.
Employed continuous experimentation and “fail-early”
techniques to move on to the next experiment. Getting a
quality curated audience to an invite-only event wasn’t for the
PNCampJourneyline(last 30 days)
Press coverage creates
Overall A period of intense pressure
Daily WAR rooms to
stretch and make it
Stretch goals not
Name change to PNCamp
61( out of planned 75) Discovery
65 ( out of planned 75) Scale track
And now the home run
Vision of having 125 companies attend, is achieved.
Sponsors have been kind enough to recognize and support.
Volunteers stepped up at the last moment to fill in any gaps
that appeared. Almost spontaneously… (thank you).
Daily huddles over the last 30 days, program fine tuning,
facilitator huddles, curation huddles, logistics, et al… was like
going from 0-to-60 in 5 seconds flat!
2 days to go…
The iSpirt philosophy
PNCamp is hosted under the aegis of iSpirt
It is one of the several initiatives undertaken by iSpirt for the
Products ecosystem in India
Like all other iSpirt initiatives, this is driven entirely by
volunteers out of passion to contribute and who pledge to
Come meet some of our volunteers and facilitators. We hope
you will be one of us in days to come….
The Journey has only begun
The community is helping each other
A powerful motivator to grow globe-scale
Communities are like “open-source” goods
The growth of communities is self sustaining and the only
answer to becoming a true software product nation
Thank you everyone for being part of this Journey until now,
and for the Voyages we’re yet to embark upon. Together.
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