Beyond Your Bright Idea: A Guide to Market-Driven Product Development

417 views

Published on

This session was presented by Torrie Adams, Product Manager at Kickboard. Find out more at http://www.kickboardforteachers.com.

Published in: Education, Business, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Last month, discontinued new work on all products besides Basecamp & renamed company to Basecamp. They had ended up in a position where they were spread too thin and couldn’t effectively enhance their products to their satisfaction.
  • We’re not all Steve Jobs.
  • Hearing is when you catch a piece of what the other person is saying, and then your mind goes off in its own direction.Listening is when you shut off your internal voice, you hear what the other person is saying from their perspective, and you give them your full focus.
  • Leading with your assumptions:Do you drink soda?Would you say that you like to live a healthy lifestyle?Wouldn’t you prefer to drink a Pepsi that is free of coloring additives, or would you prefer one that has artificial coloring?Validating the facts:Do you drink soda?YesWhat type of soda do you prefer?How many sodas per day do you drink?If I replaced those sodas with a clear Pepsi, what would your reaction be? Why?NoWhat do you drink instead?How many times a day?If I replace those beverages with a Pepsi that didn’t have any artificial coloring, what would reaction be? Why?
  • What people think inside your company is not relevant without validation outside of your company. Making assumptions based on anecdotal evidence is not listening to your customer. Convincing your customer is not listening to your customer.
  • A better approach“This is great feedback. I’ll combine this with the conversations I’m having with other customers and work towards something that will best fit everyone’s needs.”“Thanks for sharing your concerns.”“That’s not where we’re focusing in the near future, but I’ll record it so it can be considered if we circle back to that area.”
  • Beyond Your Bright Idea: A Guide to Market-Driven Product Development

    1. 1. + Beyond Your Bright Idea: A guide to market-driven product development Torrie Adams, PMP Product Manager, Kickboard President, New Orleans Women in Tech
    2. 2. + Some Bright Ideas (and some not so bright ones)
    3. 3. + Pepsi Product History Fountain soda 1893 6 oz. bottles 1904 12 oz. bottles 1936 Diet Pepsi 1964 Caffeine Free 1982 Wild Cherry 1988
    4. 4. + Pepsi Product History Fountain soda 1893 6 oz. bottles 1904 12 oz. bottles 1936 Diet Pepsi 1964 Caffeine Free 1982 Wild Cherry 1988 Pepsi AM (1989) Pepsi Raging Raspberry (1991) Crystal Pepsi (1992) Pepsi Candy (1999) Pepsi Blue (2003) Pepsi Vanilla (2003) Pepsi Clear (2005) Pepsi Lime (2005) Pepsi Fresh (2007) Christmas Pepsi (2007) Pepsi Summer Mix (2007) Pepsi Natural (2009)
    5. 5. + 37 Signals / Basecamp Web design firm 1999 Basecamp 2004 Ruby on Rails 2004 2005 Ta-da List Writeboard Backpack 2006 Backpack Campfire The Job Board Highrise 2007 2009 Sortfolio Basecamp 2.0 2012 2013 Know Your Company We Work Remotely
    6. 6. + So how do we remain innovative, while protecting our bottom line?
    7. 7. + Market-Driven vs. Market-Driving Understand customer (and potential customer) needs and satisfy them. Fulfill needs that the customer doesn’t even realize exist.
    8. 8. + Self Assessment Where do your product ideas come from?  Sales team  Engineering team  CEO  Customer interviews, focus groups, & surveys
    9. 9. + Self Assessment Do you feel like you’re stuck?  Doing incremental enhancements with no clear end goal  Feeling hostage to your customers  Not believing in what you do  In your current market, with no idea of how to break out
    10. 10. + Market-Driven Product Development Understanding & satisfying needs:  Listening  Managing expectations  Translating to profit
    11. 11. + “You’re not listening to me!”
    12. 12. + Where to Listen Data Surveys Conversations Focus Groups / User Groups
    13. 13. + How to Listen Go beyond simply hearing Validate assumptions, but don’t try to convince Manage expectations
    14. 14. + When we hear I need ABC. And 123. And also XYZ.
    15. 15. + When we listen I need ABC. What problem are you looking to solve with ABC? Well it’s to fix this issue downstream with… Underlying Need
    16. 16. + Ass + U + Me
    17. 17. + Bias Check Leading with assumptions:  Do you drink soda?  Would you say that you like to live a healthy lifestyle?  Wouldn’t you prefer to drink a Pepsi that is free of coloring additives, or would you prefer one that has artificial coloring? Validating the facts:  Do you drink soda?  What type of soda do you prefer?  How many sodas per day do you drink?  If I replaced those sodas with a clear Pepsi, what would your reaction be? Why?
    18. 18. + “Your opinion, while interesting, isn’t relevant.” - Pragmatic Marketing
    19. 19. + Key Point Be cautious not to bias your research with your assumptions.
    20. 20. + Exercise Free Market Research! Write down 3 questions that you need validated from our audience. We’ll take 3 people to share.
    21. 21. + Managing Expectations
    22. 22. + Listening Has a Down Side I need this. I need this other thing. I need something else! Backlog
    23. 23. + Managing expectations Setting up for disappointment  “Definitely!”  “I hear that a lot.”  “That’s a really good suggestion!”  “I’ll send that to the development team.” A better approach  “Thank you for the feedback.”  “Thanks for sharing your concerns.”  “That’s not where we’re focusing in the near future, but I’ll record it so it can be considered if we circle back to that area.”
    24. 24. + Exercise Think of a story where expectations got out of control and/or Prepare some canned statements that you can use to let people down softly. We’ll take 3 people to share.
    25. 25. + Profit
    26. 26. + Translating into profit I need ABC. Market research Req/Sp ec/ Design Feature rollout $$ Resell $$

    ×