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PARIS PRODUCT TANK
GROWING (WITH) YOUR
COMMUNITY
Which users do you
have/want/need to care for?
And how do you do it?
Vinc...
The 4 stages of user targeting
Who you target depends on
your growth phase
1: All about YOU
You know the use case
You are the user
(or very close to it)
2: All about THEM
Your first real world users
The heart of your community
Their feedback is key
It is your vision confirme...
3: Who are you calling “average”?
A.K.A the hard transition
Who is your average user?
Learn to tune out the “vocal minorit...
Average Joe
Going for the next 20M users?
Your average user
!=
THE average user
How “mass market” do you really want to be?
The river metaphor
USER EXPECTATIONS
VS.
BUSINESS NEEDS
Theory
Leading the user
Flickr by GerryT
The risk
Do your business needs align with your community‟s?
„s solution: Online booking
Passengers prepay their seat
They commit and know that have a spot saved
Drivers know the pa...
The challenge of the dual
community
GROWING A C2C MARKETPLACE
Addressing 2 types of users
Different approaches
• Splitting the message, and the product
• Acknowledging both groups
a balanced community
0%
10%
20%
30%
40%
50%
60%
Driver Passenger Both
What type of user are you?
addressing both at once
Finding a unifying message
It‟s all about
Trust
DECLARED RATED ENGAGED
ACTIVITY MODERATED SOCIAL
Lisa M
26 y.o.
The Trust Framework by
D.R.E.A.M.S.
It drives the product ...
Summary
Keep track of who you SHOULD be targeting
Find levers that help you AND your community
Find a SHARED value
Vincent Roussilhon
THANK YOU
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Paris product tank growing(with)your community

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Transcript of "Paris product tank growing(with)your community"

  1. 1. PARIS PRODUCT TANK GROWING (WITH) YOUR COMMUNITY Which users do you have/want/need to care for? And how do you do it? Vincent Roussilhon
  2. 2. The 4 stages of user targeting Who you target depends on your growth phase
  3. 3. 1: All about YOU You know the use case You are the user (or very close to it)
  4. 4. 2: All about THEM Your first real world users The heart of your community Their feedback is key It is your vision confirmed They can become your best ambassadors and advisors
  5. 5. 3: Who are you calling “average”? A.K.A the hard transition Who is your average user? Learn to tune out the “vocal minority” (but don‟t ignore it) The hard part: You are part of that minority now
  6. 6. Average Joe Going for the next 20M users? Your average user != THE average user How “mass market” do you really want to be?
  7. 7. The river metaphor USER EXPECTATIONS VS. BUSINESS NEEDS
  8. 8. Theory
  9. 9. Leading the user Flickr by GerryT
  10. 10. The risk Do your business needs align with your community‟s?
  11. 11. „s solution: Online booking Passengers prepay their seat They commit and know that have a spot saved Drivers know the passenger is committed No more “no show” Number of seats is adjusted automatically Passengers know the data is reliable Providing added value through payment
  12. 12. The challenge of the dual community GROWING A C2C MARKETPLACE
  13. 13. Addressing 2 types of users Different approaches • Splitting the message, and the product • Acknowledging both groups
  14. 14. a balanced community 0% 10% 20% 30% 40% 50% 60% Driver Passenger Both What type of user are you?
  15. 15. addressing both at once
  16. 16. Finding a unifying message It‟s all about Trust
  17. 17. DECLARED RATED ENGAGED ACTIVITY MODERATED SOCIAL Lisa M 26 y.o. The Trust Framework by D.R.E.A.M.S. It drives the product and the community
  18. 18. Summary Keep track of who you SHOULD be targeting Find levers that help you AND your community Find a SHARED value
  19. 19. Vincent Roussilhon THANK YOU
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