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Going Mobile

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A walkthrough of Viximo's expansion into mobile including early indicators, customer development work, product planning, pilot customers, and go to market - with plenty of lessons learned along the …

A walkthrough of Viximo's expansion into mobile including early indicators, customer development work, product planning, pilot customers, and go to market - with plenty of lessons learned along the way that should save you time and money.

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Transcript

  • 1. Viximo, Going MobileR. Sean Lindsay@rseanlindsayhttp://seanlindsay.com 1
  • 2. Who’s This?Technologist, Creator, Connector, Advisor, Mentor ‣ Co-Founder & CTO, Viximo ‣ Creator, Founder Mentors ‣ Advisor, Boundless Learning ‣ Advisor, StartStreet Sports ‣ Advisor, HelpScout ‣ Mentor, TechStars & MassChallenge ‣ Formerly PanGo, BEA, Upromise 2
  • 3. How do I define LEAN? 3
  • 4. Focus on the Customer 4
  • 5. Focus on the CustomerIterate, Iterate, Iterate 5
  • 6. Focus on the Customer Iterate, Iterate, IterateMaximize Learning : Investment 6
  • 7. BackgroundViximo provides social apps distribution,engagement, and monetization ‣ Founded 2007, 25 employees today ‣ Lots of “pivots” along the way (not always “lean”) • Virtual Gifting, Content Marketplace, Mobile Markup Language, iPhone Apps, Content Distrib Platform, Social Game Developer ‣ Now largest independent social game publisher • Millions of users all over the world ‣ Integrate, localize, and distribute social games on web ‣ B2B2C business, revenue sharing business model 7
  • 8. “So, what’s yourmobile strategy?” 8
  • 9. Mobile Market AssessmentSeptember 2011 Summary ‣ Management decision to assess mobile opportunity ‣ Single resource (me) allocated to research ‣ 20+ customer development discussions ‣ Goal is informal summary of the opportunity 9
  • 10. Mobile Market AssessmentSeptember 2011 Summary Takeaways ‣ Management decision to ‣ Assign a lead to the task assess mobile opportunity ‣ Hold interviews even ‣ Single resource (me) before product concept allocated to research ‣ Meeting are surprisingly ‣ 20+ customer development easy to get, people want to discussions talk about their challenges ‣ Goal is informal summary ‣ Approach as research, not of the opportunity sales 10
  • 11. This is gonna be BIG... 11
  • 12. Mobile Solution DesignOctober 2011 Summary ‣ Distilled information ‣ Outlined customer acquisition offering ‣ Engaged product team part time to outline product ‣ Socialized proposal ‣ Goal is validated plan 12
  • 13. Mobile Solution DesignOctober 2011 Summary Takeaways ‣ Distilled information ‣ Ramp in product and business development ‣ Outlined customer slowly acquisition offering ‣ Review with both those ‣ Engaged product team part who shared pain point and time to outline product new prospects ‣ Socialized proposal ‣ Be ready to acknowledge ‣ Goal is validated plan you’ve got it wrong 13
  • 14. Oops... 14
  • 15. Mobile Solution RedesignNovember 2011 Summary ‣ Revisited information ‣ Outlined social toolkit offering ‣ Engaged product team part time to outline product ‣ Socialized proposal ‣ Goal is validated plan 15
  • 16. Mobile Solution RedesignNovember 2011 Summary Takeaways ‣ Revisited information ‣ Ramp in product and business development ‣ Outlined social toolkit slowly offering ‣ Gather assessments from ‣ Engaged product team part both those who shared pain time to outline product point and new ‣ Socialized proposal ‣ Be ready to act when ‣ Goal is validated plan you’ve got it right 16
  • 17. The Solution: Social ZoneThe ultimate toolkit for making mobile apps truly social Social Zone Social Zone Social Zone Social Zone Supergraph Messsaging Presence Promotion Most Optimized Real-time Social proofcomprehensive multi-channel player cross-promotion social graph push notifications interactions engine available 17
  • 18. Mobile Product PlanDecember 2011 Summary ‣ Engaged engineers in tech planning ‣ Understand what remains to learn ‣ Build learning milestones into plan ‣ Goal is MVP development plan 18
  • 19. Mobile Product PlanDecember 2011 Summary Takeaways ‣ Engaged engineers in tech ‣ Be ruthless about reducing planning to the core value (minimum sales reqs) ‣ Understand what remains to learn ‣ Get it into customers hands as soon as possible ‣ Build learning milestones into plan ‣ Realize that you’ll have it wrong, plan for iteration ‣ Goal is MVP development plan 19
  • 20. Original Product Development Plan...which we actually beat January 2012 February 2012 March 2012 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Available on Documentation 1/13 Available on Alpha (Android) 2/3 Available on Beta (Android) 2/17 Available on v.1.0 (Android) 3/2 Available on Beta (iOS) 3/15 Available on v.1.0 (iOS) 3/31 20
  • 21. Mobile Go-To-MarketDecember 2011 Summary ‣ Segmented self-serve channel from BD channel ‣ Added new resources ‣ Developed pipelines ‣ Began capturing leads ‣ Goal is customer acquisition plan 21
  • 22. Mobile Go To MarketDecember 2011 Summary Takeaways ‣ Segmented self-serve ‣ Revisit your entire early channel from BD channel customer list and grow it ‣ Added new resources ‣ Test variety of messages, channels ‣ Developed pipelines ‣ Match right message to ‣ Began capturing leads right audience in right ‣ Goal is customer channel acquisition plan 22
  • 23. [ Lots of hard work and a cloud of dust ] 23
  • 24. LaunchMarch 2012 Summary ‣ PR launch, conference presence, hackathons, etc ‣ Continued BD efforts ‣ Continued product dev based on real use ‣ Goal is repeatable channel, adoption, and customer success 24
  • 25. LaunchMarch 2012 Summary Takeaways ‣ PR launch, conference ‣ Test various onboarding presence, hackathons, etc techniques ‣ Continued BD efforts ‣ Be willing to be high touch, figure out how to scale later ‣ Continued product dev based on real use ‣ Determine what’s working and double down on that ‣ Goal is repeatable channel, adoption, and customer ‣ Keep learning success 25
  • 26. And now the hard work begins... 26
  • 27. Ramping ResourcesOnly as traction and plans justify20 BD PM Eng 915 6 6 3 310 3 3 3 2 5 9 3 7 7 7 2 2 1 1 1 0 Sep 2011 Oct 2011 Nov 2011 Dev 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 27
  • 28. Ramping ResourcesOnly as traction and plans justify MVP Shipped Marketing20 Begins BD MVP Plan PM Eng Finalized 915 Customer Confirmation 6 6 3 310 Commitment 3 3 3 to Market 2 5 9 3 7 7 7 2 2 1 1 1 0 Sep 2011 Oct 2011 Nov 2011 Dev 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 28
  • 29. A Few Final Thoughts On Pivots... ‣ Leverage what you know/have 29
  • 30. A Few Final Thoughts On Pivots... ‣ Leverage what you know/have ‣ Beware the demotivation of chasing shiny objects (minimize impacts) 30
  • 31. A Few Final Thoughts On Pivots... ‣ Leverage what you know/have ‣ Beware the demotivation of chasing shiny objects (minimize impacts) ‣ Think evolution, not revolution, whenever possible 31
  • 32. Questions? R. Sean Lindsay @rseanlindsay http://seanlindsay.com 32