Дмитрий Маленко (со-основатель и технический директор rollApp). Волшебный треугольник: пользователи, рынок и продукт

1. George
E.P.
Box
Essentially,
all
models
are
wrong,
but
some
are
useful

2. Magic
Triangle:
Users
Market
Product

3. OpenOffice.org
on
iPad

5. • Market
is
a
place,
where
Users
exchange
funds
for
a
privilege
to
use
Products
• Products
compete
for
Users
on
the
Market
• Users
are
people
looking
for
valuable
Products
on
the
Market

6. What
will
be
the
value
for
the
Users?
How/where
can
we
sell
it?
(Is
there
a
Market
for
this?)
Idea
Marketing/Sales
Strategy
Product
Development
Strategy
How
will
the
Product
look
like?

7. Market
=
Users
(Demand)
+
Products
(Competition)
+
Possibility
of
a
deal

8. There
is
no
fish
here!

9. Existing
Market
Tough
competition
No
competition
New
Market

10. –
Working
on
established
Market?
–
Differentiate!

11. –
Working
on
a
new
Market?
–
Build
the
market!
…
or
start
from
existing
one

12. Market
≠
Demand
Possibility
of
a
deal

13. Products
General
purpose
Specialized

14. Products
General
purpose
Specialized
Low
margins,
high
volumes
• Lager
potential
market
size
• Easier
to
enter
the
market
• Higher
pressure
on
price
• Difficult
to
differentiate
High
margins,
low
volumes
• Can
command
high
prices
• Easy
to
differentiate
• Smaller
size
of
TAM
• Entering
the
market
requires
more
domain
knowledge

15. rollApp
vs.
CloudOn
Office
solution
for
iPad

16. Every
interaction
is
an
opportunity
for
sale

17. Be
personable

19. Thank
you
so
much!
you
really
made
my
day!
I
will
continue
to
use
rolApp.
It
is
nice
to
know
that
there
are
people
who
take
it
upon
themselves
to
help
other
people!

22. Market
• Know
your
market
and
act
appropriately
Product
• Sales
strategy
coordinated
with
positioning
Users
• Be
personable

23. Questions?
@dmalenko
dmalenko@rollapp.com
www.dmalenko.org