+ install time
$0.99 + install time + now I have to
use another app. Yet another icon on
my phone, yet another thing I have to
remember to check. It’s going to
send me emails, isn’t it? I know it is.
And it’ll be hacked. You know what
28. $0.99 + install time + now I have to use
another app. Yet another icon on my
phone, yet another thing I have to
remember to check. It’s going to send
me emails, isn’t it? I know it is. And it’ll
be hacked. You know what screw
39. In 5 years time….
Will more people have this problem?
Will people have this problem more or less often?
Will the problem hurt more or less?
40. Internet businesses - there will be more
Customer loyalty - it will matter more
Too many tools - there will be more tools
Messaging - it will replace email
Is Intercom’s market growing or shrinking?
41. “Appointment scheduling for dentists”
“Automatically log your mileage with your employer”
“Analytics for enterprise sales teams”
“Virus protection for the desktop”
“Mobile ﬁrst marketplace for second hand cars”
45. Selling to new companies Selling to established ones
Will adapt to your tool Need your tool to adapt to it
Have a burning need Have an optimisation task
Will take a bet on you Can’t afford risky moves
Will buy quickly, no fuss Will go through procurement
53. Before you name and characterise your product, ensure you’re…
distinct - are you saying things others won’t say?
clear - do people know what you’re saying?
resonant - will they remember it?
relevant - does it have anything to do with what you’re building?
permanent - will any/all of the above last?
60. Types of moats
Economies of scale - accept a tiny margin for a massive volume
Network effects - ensure your product improves the more it’s adopted
IP/Patents trade secrets - make it illegal to copy you
High switching costs - make it simply too much work to leave
Customer loyalty - make it so no one ever wants to leave