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That Thing You Forget to Do: Lessons in Product Development, Management & Marketing


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Everyone thinks that a start-up is just about building a product. However, it is more than just that. Product development is part of the cycle where managing the product from feedback of users and marketing the product are also tied to build up the start-up as a sustainable business. The talk is delivered on JFDI.Asia, 1 March 2012 and focused on providing incubatees the best practices in working out how to build, manage & market your product within a short time.

Published in: Business, Technology
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That Thing You Forget to Do: Lessons in Product Development, Management & Marketing

  1. 1. That Thing You Forget to Do Lessons on Product Development, Management & Marketing Bernard Leong 1
  2. 2. If you have 64 days left, you should spend 30 days for productdevelopment & 30 days for testing, feedback & raise money ... 2
  3. 3. Let’s start with two buildings in Orchard Road, Singapore 313@Somerset Orchard CentralWhat are your experiences in navigating within the building? 3
  4. 4. In a nutshell Product Development: How do you build a product? Features, Content & Help Product Management:How do you measure a product? Getting the right set of metrics from customers Product Marketing: GettingHow do you market a product? users & Managing media 4
  5. 5. Questions from Founders• Who should decide the final product if founders differ from vision?• When is the time that we can say “the product is ready for launch!”?• How do we get publicity and distribution of our website/app or any product?• How do we resolve conflicts on product within the team?• Should you build on adequate or great open source technologies? 5
  6. 6. Planning without Execution is a pipe dream.Execution without Planning is waste of effort & time. 6
  7. 7. Product Roadmap The ideal Minimum Viable Iterated Product Beta Product product does Product for customers not exists InfinityDay 0 Time What you can What you can build What is the What you can build with an with more ideal product build within initial investment investments & you will like to 30-60 days? & some more customers have? customers (includes feedback) 7
  8. 8. Product Development 8
  9. 9. How do you decide features?• Alignment with the user objectives - Is your product solving the problem you state?• Less is more: How many extra features which you can cut for now?• Can a user figure the Kano Model product out without much education? 9
  10. 10. Is UI/UX a science? Wireframes Screen Sizes (Mobile/Web)Colors, Fonts, Icons, Buttons & ... Actions, Events & Analytics Check out this video: 10
  11. 11. Product Management 11
  12. 12. Construct metrics, How many downloads, How many monthly active on how many users, impressions? users performing actions actions per user or (Vanity) with your app or website? how much time user spend and benchmark against known metrics.Measure data but find the killer metric that addresses virality & potential /real revenues. (the one you pitched to investors) 12
  13. 13. Product Product ProductDay Development Management Marketing Figure out where10 Build feature 1 & 2 Test trial for feature 1 & 2 your customers get the product. Test trial for feature 3 & 4 Prepare the setup20 Build feature 3 & 4 Prepare seeded content for the distribution Figure out how to educate users Prepare and starts Prototype ready for Get users to try the complete30 sending invites to testing prototype & see what they thinks alpha or beta users Let everyone knows the plan and start your execution. Do keep each other in check. 13
  14. 14. Product Marketing 14
  15. 15. Distribution & PR:2 different issues for product marketing Distribution: How do PR: How do customers customers access or hear of your products? buy your products? 15
  16. 16. Product Marketing: Distribution• What is the platform do you distribute your product?• What is the delivery process of your product? An app store or a SaaS provider?• How easy can a customer access your service?• How accessible are your partners with customers?• Firehose Strategy: Should we open it up as an API? 16
  17. 17. Product Marketing: PR• How should you engage the press from bloggers to journalists?• What are the things that the team should or should not share?• What are your own channels or marketing? Social Media?• How do you respond if the press turns against your company?• PR is about enhancing the company’s image & hoping that more customers use your product. 17
  18. 18. Product What’s the MediaMonths Milestones story? Channels Product Launch & How does your 1 beta launch in local product solve the Social Media Sites market problem? Release version 2.0 What’s the new thing with feature X & that will improve the Social Media Sites 3 expand to three experience of your Printed Media markets customers? An insight about the Compile, Classify & Social Media Sites, behavior of 6 Analyze data coming Printed Media customers about your from the product Radio or TV product Align your product releases & launches & business objectives to your media strategy 18
  19. 19. References• Smashing Magazine:• Presentation Zen:• Mobile UI Patterns: or Pttrns:• Color Palettes: choosing-the-right-color-palette.html• Kano Model, Agile Software Methodology• Eric Rees, “The Lean Start-up”• Jeffrey Moore, “Crossing the Chasm”• Project Management Tools: Pivotal Tracker, Basecamp or Asana?• FrameThink, “The Four Viral Objectives: 2008/01/15/the-four-viral-app-objectives-aka-social-network-application- virality-101/ Contact: 19