Week 6: Planning Workshop

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Complete walk-through for developing your e-Publication product plan.

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Week 6: Planning Workshop

  1. 1. <ul><li>WEEK 6 </li></ul>Product Plan Workshop
  2. 2. The Steps
  3. 3. Audience Considerations <ul><li>Who is underserved in your market of choice? </li></ul><ul><li>What tribes are picking up that would benefit from your product? </li></ul><ul><li>Who would appreciate your corporate values? </li></ul><ul><li>What is a logical way to segment your audience based on your product? </li></ul>Choose a Target Market & describe the Segmentation Factors used to define it.
  4. 4. That’s just the 1 st Step! <ul><li>Now get to know them inside-out: </li></ul><ul><ul><li>What are their greatest challenges? </li></ul></ul><ul><ul><li>What are their dreams and desires? </li></ul></ul><ul><ul><li>What do they love? </li></ul></ul><ul><ul><li>What do they hate? </li></ul></ul><ul><ul><li>What is their routine? Where do you find them? </li></ul></ul>Put yourself into the shoes of your Target Market. Search the web for answers to your problems to see what else is out there.
  5. 5. Personas <ul><li>When your product is web, user personas are a great way to create a thorough profile of your consumer. </li></ul><ul><ul><li>Fictionalized person that represents a large portion of your target market </li></ul></ul><ul><ul><li>Identifies common patterns of behaviour and characteristics (usually through interviews) </li></ul></ul><ul><ul><li>It allows you to put a face to the person you are trying to serve </li></ul></ul>
  6. 6. Personas <ul><li>Questions to answer: </li></ul><ul><ul><li>What is their skill level on the web? </li></ul></ul><ul><ul><li>Where are they when they are using your site? </li></ul></ul><ul><ul><li>What is their primary task on your website? </li></ul></ul><ul><ul><li>What is their emotional state when on your website? </li></ul></ul><ul><ul><li>What are the defining characteristics about them? </li></ul></ul>
  7. 7. Create your Persona Turn your Target Market into a real person with characteristics that represent the majority of your audience. Answer the questions from the past few slides for this persona by putting yourself into their shoes. Find 1-2 other websites that this persona would frequent on a regular basis to gain insight on how they use the web.
  8. 8. <ul><li>SHARE YOUR PERSONAS WITH YOUR TABLES & HAVE YOUR GROUP MATES MAKE SUGGESTIONS OF THINGS YOU MAY HAVE MISSED. </li></ul>Get some Feedback
  9. 9. Website Goals: Building the Product <ul><li>What is the primary function of your website? </li></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Entertain </li></ul></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Sell Product </li></ul></ul><ul><ul><li>Facilitate </li></ul></ul><ul><li>How do you want to convert your visitors into customers? </li></ul><ul><ul><li>Hard Conversions: Sales, subscriptions </li></ul></ul><ul><ul><li>Micro Conversions: Request info, watch video, comment </li></ul></ul>e-Publications will be one of these!
  10. 10. Draw out your Visitor’s Path
  11. 11. Other Considerations <ul><li>How do you reduce risk for your visitors? </li></ul><ul><li>Anticipate reasons your visitors might leave the site or decide not to sign up </li></ul><ul><li>What is unique about the decision making process: </li></ul><ul><ul><li>Of your persona/target market? </li></ul></ul><ul><ul><li>For your particular offering? </li></ul></ul>Identify the main goal of your website. What are the biggest risks and objections in the mind of your audience?
  12. 12. Product Decisions Core Product Added Feature 3 Added Feature 2 Added Feature 1 Added Feature 4 Now build some added offerings around your core product to develop a unique web experience for your persona.
  13. 13. Time to Summarize <ul><li>Refocus all of these decisions into a statement that includes the following: </li></ul><ul><ul><li>Your business name </li></ul></ul><ul><ul><li>Your audience </li></ul></ul><ul><ul><li>The problem they have that you solve </li></ul></ul><ul><ul><li>The main goal of your site </li></ul></ul><ul><ul><li>How this fits into the big picture (your purpose) </li></ul></ul>
  14. 14. Example My website, upandcomer.ca is a website for Canadian high school students and recent grads that do not know what career they want to pursue and are not aware of the options available to them . The website educates the user on career paths in demand, what it takes to succeed, and how to test out various options. Our purpose is to create a future Canadian workforce that has passion and impact .
  15. 15. <ul><li>PRESENT YOUR STATEMENT TO THE CLASS. </li></ul>Get some Feedback
  16. 16. Now, the $$$ <ul><li>Three-Prong System (Psychotactics.com) </li></ul>http://www.psychotactics.com/freethreeprong
  17. 17. What are your Pillars?
  18. 18. Partnerships <ul><li>What strategic partnerships will allow you to make $ </li></ul><ul><ul><li>Selling their products </li></ul></ul><ul><ul><li>Selling your products through them </li></ul></ul><ul><ul><li>Selling your content/products to them </li></ul></ul><ul><ul><li>Get creative! </li></ul></ul>Identify your pillars of income (advertising, memberships, etc.) Identify at least one strategic partnership that can help you grow your business.
  19. 19. Now, about those Conversions Now that you know your audience and product offerings, identify the hard and micro conversions you are trying to guide your users through. Put them in order to align with the user’s decision making process.
  20. 20. How will you Price? <ul><li>Competition Pricing </li></ul><ul><li>Marketing Mix Consistency </li></ul><ul><li>Policies </li></ul><ul><ul><li>Skimming vs. Penetration </li></ul></ul><ul><ul><li>Flexible Pricing </li></ul></ul><ul><ul><li>Relative to Market </li></ul></ul><ul><ul><li>Price Lining </li></ul></ul><ul><ul><li>Promotional Pricing </li></ul></ul><ul><ul><li>Prestige Pricing </li></ul></ul>Choose a strategy for setting your prices that supports your product , positioning, and audience decisions.
  21. 21. Now, what does it look like? <ul><li>Your decisions should be clear in the layout and organization of your website. </li></ul><ul><li>Landing pages should have a hierarchy of importance that makes it clear what the user should do. </li></ul><ul><li>Every single thing on your website should support your goals and the user’s goals. </li></ul>
  22. 22. Information Architecture <ul><li>Organization of the information in a way that supports the site’s purpose and goals and is intuitive to the user </li></ul><ul><li>Use of language that is meaningful to the user </li></ul><ul><li>Techniques: </li></ul><ul><ul><li>Sitemaps </li></ul></ul><ul><ul><li>Card-sorting </li></ul></ul><ul><ul><li>Handy PDF </li></ul></ul><ul><li>Tools: </li></ul><ul><ul><li>OptimalSort </li></ul></ul>Identify the most critical information on your website. Draft your top level navigation.
  23. 23. Wireframe your Landing Page <ul><li>Looking for: </li></ul><ul><li>Calls to action that support your conversions </li></ul><ul><li>Layout and headings support your brand </li></ul><ul><li>All content relevant to your audience’s needs </li></ul>Start Drawing!

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