An introduction to product development for book publishers
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Presented at Apps for Publishers in association with Contentment and the IPG.
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An introduction to product development for book publishers
- 1. A BRIEF INTRODUCITON TO DIGITAL PRODUCT DEVELOPMENT IN TWO PARTS THIS IS PART I very v
- 2. FEB are a digital product development consultancy. We conceive and create innovative digital strategies and products that have a material business impact for our clients.
- 4. DIGITAL PRODUCT DEVELOPMENT is really just a way of working out (and testing) what you should build to achieve what you want, in the most cost effective way.
- 5. THE LOCH NESS MONSTER OF PRODUCT DEVELOPMENT The importance of test and learn. Time -> Effort Thinking about Products Building Products
- 6. Have an idea and make sure it will work Decide on the specs Design the experience Build it and launch it 1 2 3 4
- 7. WHY? Make more money? Save more money? OR Build a new revenue stream? Grow an existing revenue stream From the same audience? From a different audience? OR OR
- 8. YOUR VISION needs to state what success will look like for your and your organisation. It will be the framework for all your product decisions.
- 9. Have an idea and make sure it will work 1
- 11. What have you already got that you can leverage from a digital point of view? What publishing skills have you got? What content? What routes have you already got into the market you’re targeting? How about the expertise and technology needed to create your digital experience? YOUR CAPABILITY
- 12. The revenge of the burning mouse: EVERYTHING is new the first time you read it.
- 13. The reader becomes a USER who INTERACTS with your CONTENT. Who is this for? How might they use it? When will they use it? Where are they likely to use it? Who will pay for it? How will you reach them? THE AUDIENCE
- 14. iPAD or iPHONE? Source: Flurry User Research, May 2013, 44,000 users. New Mums 91% 9% Bookworms 55% 45% Home Design Enthusiasts 43% 57% Pet Owners 31% 69% Mums 41% 59% iPhones go out, iPad stay in. Education, Newsstand, Travel, and Games - are iPad prefs.
- 15. SOME TECHNIQUES Personas Use Cases User Journeys Can I start asking for features yet? No!
- 16. THE MARKET What other experiences are out there for your customers? Are they paying for those experiences? How much? How are your audience discovering digital products and experiences?
- 17. You can’t just Google it anymore. You need to take a serious look at the market and conduct some guerilla research!
- 18. CONCEPTING By now you’ve probably got lots of ideas. Which one’s are the strongest? Choose those and add some detail – describe what they are, write out the idea and possibly some high level features but NOT how it will look or work.
- 19. TESTING YOUR IDEA Putting the concepts in front of people. Remember you’re testing the idea and whether it’s a viable business proposition. You’re not testing the actual app.
- 20. SOME MATHS How much money do you think you can realistically make from your product? And what does that look like over time? How much will it cost you to build it? How much will it cost you to produce it and publish it and market it?
- 21. DOES YOUR IDEA STILL MAKE SENSE? Great! See you in Part II.
- 22. Have an idea and make sure it will work Decide on the specs Design the experience Build it and launch it 1 2 3 4
Editor's Notes
- It ’ s not just about format. It ’ s about the construction of your whole product.
- This can all sound like a bit process heavy, structured and business like. The good news is that you do get to be creative. The bad new is you only get to be creative twice! And the whole point of product development is to constrain creativity but to do that by focusing it on the right problems and given it a space to work in .
- This is the most important part of the whole process. Write it up in capital letters stick it in your project room and never ever forget it. You should try to answer the question not only overall but also for every project.
- You can also use simple techniques like principles or goals. Ideally you should do this at the whole organisation level and then for this product.
- NB the only publishers who have been really successful is because they have leverage their print brands to drive digital subscriptions.
- The guy who threw a mouse into the fire and it ran out and burnt down the house. One of the most popular stories on the BBC ever. It still gets traffic. Now if the BBC can do that with a story that is meant to last 24hrs or a week what can you do with content
- The importance of distinguishing between the end user and the person you ’ re marketing to.
- A number of other techniques you can use here to look at what the opporutnities are but the most important things is to talk directly to the people you are targeting.
- Amazon have a great way of doing this called a product statement. The write up a sales pitch for it as they ’ ve described it to a customer.
- The outcome of this process is that you choose the one that is most likely to deliver against your what you set out to achieve and you ’ re pretty sure you can do it.