“A Playbook for Achieving Product-Market Fit” by Dan Olsen
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Why do most products fail to achieve product-market fit? Product management expert Dan Olsen shares at PRODUCTIZED his advice from his book The Lean Product Playbook on how to achieve product-market fit, including the Product-Market Fit Pyramid. Dan explains his Lean Product Process, an iterative methodology for achieving product-market fit, illustrated with real-world case studies.
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“A Playbook for Achieving Product-Market Fit” by Dan Olsen
- 1. A Playbook For Achieving Product- Market Fit Dan Olsen Oct 27, 2017
- 9. n Book giveaway on TwiJer n Tweet: include @danolsen n Hashtags #prodmgmt #leanstartup #producNzed That’s Why I Wrote Copyright © 2017 @danolsen
- 32. Problem Space vs. SoluNon Space Problem Space n A customer problem, need or benefit that the product should address n A product requirement SoluNon Space n A specific implementaNon to address the customer need or requirement Copyright © 2017 @danolsen
- 33. Example n Ability to write in space (zero gravity) Problem Space vs. SoluNon Space Problem Space n A customer problem, need or benefit that the product should address n A product requirement SoluNon Space n A specific implementaNon to address the customer need or requirement Copyright © 2017 @danolsen
- 34. Space pen: $1 M R&D cost Example n Ability to write in space (zero gravity) Problem Space vs. SoluNon Space Problem Space n A customer problem, need or benefit that the product should address n A product requirement SoluNon Space n A specific implementaNon to address the customer need or requirement Copyright © 2017 @danolsen
- 35. Russians: pencil Space pen: $1 M R&D cost Example n Ability to write in space (zero gravity) Problem Space vs. SoluNon Space Problem Space n A customer problem, need or benefit that the product should address n A product requirement SoluNon Space n A specific implementaNon to address the customer need or requirement Copyright © 2017 @danolsen
- 43. Problem vs. SoluNon Space: Product Level Problem Space (user benefits) SoluNon Space (product) Prepare my taxes File my taxes Check my taxes Copyright © 2017 @danolsen
- 44. Problem vs. SoluNon Space: Product Level Problem Space (user benefits) SoluNon Space (product) Prepare my taxes File my taxes Check my taxes Maximize my deductions Copyright © 2017 @danolsen
- 45. Problem vs. SoluNon Space: Product Level Problem Space (user benefits) SoluNon Space (product) Prepare my taxes File my taxes Check my taxes Maximize my deductions Reduce my audit risk Copyright © 2017 @danolsen
- 49. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Reduce my audit risk Help me prepare taxes
- 50. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Check my return Reduce my audit risk Help me prepare taxes
- 51. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence
- 52. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time
- 53. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time preparing taxes Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time
- 54. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time
- 55. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money
- 56. Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money
- 57. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money
- 58. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard
- 59. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer
- 60. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer Tax Return Error Checker
- 61. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer Tax Return Error Checker Tax Data Downloader
- 62. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer Tax Return Error Checker Tax Data Downloader Electronic Tax Return Filing
- 63. SoluNon Space Problem Space Problem vs. SoluNon Space: Feature Level Copyright © 2017 @danolsen Save time filing taxes Save time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer Tax Return Error Checker Tax Data Downloader Electronic Tax Return Filing Tax Deduction Finder
- 92. What is Your Value ProposiNon? n Which user benefits are you providing? n How are you beJer than compeNtors? Competitor A Compe:tor B You Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 Copyright © 2017 @danolsen
- 93. What is Your Value ProposiNon? n Which user benefits are you providing? n How are you beJer than compeNtors? Compe:tor A Compe:tor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - Copyright © 2017 @danolsen
- 94. What is Your Value ProposiNon? n Which user benefits are you providing? n How are you beJer than compeNtors? Compe:tor A Compe:tor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y Copyright © 2017 @danolsen
- 95. What is Your Value ProposiNon? n Which user benefits are you providing? n How are you beJer than compeNtors? Compe:tor A Compe:tor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y Copyright © 2017 @danolsen
- 105. MarkeNngReport.com Case Study n My client (CEO) had a new product idea n Team: me, CEO, VP markeNng, UI designer n Goals n See if business opportunity exists n Do so quickly and inexpensively (no coding) n “MarkeNng report” would let consumers control the direct mail that they receive n Analogous to credit report Copyright © 2017 @danolsen
- 107. Mapping Out Customer Benefits Copyright © 2017 @danolsen Learn why I receive the junk mail I receive
- 108. Mapping Out Customer Benefits Copyright © 2017 @danolsen Learn why I receive the junk mail I receive Marketing Report Marketing Score Marketing Profile
- 109. Mapping Out Customer Benefits Copyright © 2017 @danolsen Learn why I receive the junk mail I receive Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile
- 110. Mapping Out Customer Benefits Copyright © 2017 @danolsen Reduce Junk Mail Learn why I receive the junk mail I receive Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees
- 111. Mapping Out Customer Benefits Copyright © 2017 @danolsen Reduce Junk Mail Learn why I receive the junk mail I receive Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees “MarkeNng Shield” Concept
- 112. Mapping Out Customer Benefits Copyright © 2017 @danolsen Reduce Junk Mail Learn why I receive the junk mail I receive Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees “MarkeNng Shield” Concept “MarkeNng Saver” Concept
- 115. Learning from First Wave of User Tests Copyright © 2017 @danolsen Reduce Junk Mail Learn why I receive the junk mail I receive Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees Legend Strong appeal Some appeal Low appeal “MarkeNng Shield” Concept “MarkeNng Saver” Concept