How to bring a product to market (Part 2)
With Sean Ellis
Outline: Before fit
1. Half the marketing battle is the product
2. Must-have products make marketing easier
3. How PayPal built a must-have product
4. Understand the must-have users
5. How to get to product/market fit
6. How not to get to fit
7. Should I launch?
8. You can't set a deadline on fit
9. How to communicate with the board during fit
10. How to use positioning to improve fit
11. It's frustrating to try to grow with low fit
12. How many users do you need to determine fit?
13. Who do you survey?
14. What is promise?
15. Don't over-position your product during fit
16. Pivot the business around the love
17. Focus the business on the love
18. Create a great experience around the love
19. Create a business model around the love
20. First find the love
21. Are recommendations a good indicator of fit?
22. The must-have metric is a good indicator of fit
Outline: After fit
1. What comes after fit?
2. Prepare for growth
3. a) Put the metrics in place
4. b) Optimize the funnel
5. c) Optimize the messaging
6. Prepare for growth as quickly as possible
7. Remove bottlenecks to preparing for growth
8. Preparing for growth is not a low-burn period
9. Preparing for growth doesn't require growth
10. Use a business model to grow quickly
11. Grow and create new channels
12. Nail the first user experience while preparing for growth
13. Leave no room for the competition
14. Marketplaces are an exception to this model
15. Why Sean decided to focus on startup marketing
16. Just scratching the surface