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bethtemple4u llc
ALL RIGHTS RESERVED 1
6 things that will kill
your new product
2013
2
I am on a mission
to eradicate product failure!
bethtemple4u llc
ALL RIGHTS RESERVED
3
And I’m starting with you!
When you are building a new product
doing any of
these 6 things will kill it:
bethtemple4u ll...
4
don’t know who your
target market is
bethtemple4u llc
ALL RIGHTS RESERVED
1
‘Everyone’ is not the right answer.
5
bethtemple4u llc
ALL RIGHTS RESERVED
Is this your target
market?
Or is this?
They aren’t the same!
Photo credit: michele...
6
ignore the need to have
a value proposition
bethtemple4u llc
ALL RIGHTS RESERVED
2
It is shocking how many product teams...
7
It’s easy: just fill in the blanks
(Target market) ____________
uses ______ (product name) ______
for/to ____(statement o...
8
not talking to customers
early or often enough
bethtemple4u llc
ALL RIGHTS RESERVED
3
Talk to targeted customers (not fr...
9
When to talk to customers
bethtemple4u llc
ALL RIGHTS RESERVED
Idea Assess/
Define
Design
wireframes,
visual design
Buil...
10
build by committee vs.
led by a product owner
bethtemple4u llc
ALL RIGHTS RESERVED
4
Ever heard the one about ‘too many...
11
bethtemple4u llc
ALL RIGHTS RESERVED
This is committee This is led by
product owner
Photo credit: dailycaller.com
Photo...
12
allow scope creep –
because no one says ‘no’
bethtemple4u llc
ALL RIGHTS RESERVED
5
Can you do 10 things in 15 minutes ...
13
How scope creep kills new products
bethtemple4u llc
ALL RIGHTS RESERVED
Design Prototype Beta Launch
Timeline re-adjust...
14
overpromise and
under-deliver
bethtemple4u llc
ALL RIGHTS RESERVED
6
If you use words to sell your product, something
i...
15
bethtemple4u llc
ALL RIGHTS RESERVED
Words for hype Words for trust
16
In summary,
you will not kill a new product
because you will:
1. Know who your target market is
2. Have a strong value ...
17
Go forth and eradicate!
bethtemple4u llc
ALL RIGHTS RESERVED
18
bethtemple4u llc
ALL RIGHTS RESERVED
Beth Temple
bethtemple4u llc
http://bethtemple4u.com
Let’s build your next
new pro...
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6 things that will kill your new product _bethtemple4u

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Too many new products fail when they don't have to. Here are 6 things that kill your chance at product success. It is the 'don't do' list you don't want to miss.

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6 things that will kill your new product _bethtemple4u

  1. 1. bethtemple4u llc ALL RIGHTS RESERVED 1 6 things that will kill your new product 2013
  2. 2. 2 I am on a mission to eradicate product failure! bethtemple4u llc ALL RIGHTS RESERVED
  3. 3. 3 And I’m starting with you! When you are building a new product doing any of these 6 things will kill it: bethtemple4u llc ALL RIGHTS RESERVED
  4. 4. 4 don’t know who your target market is bethtemple4u llc ALL RIGHTS RESERVED 1 ‘Everyone’ is not the right answer.
  5. 5. 5 bethtemple4u llc ALL RIGHTS RESERVED Is this your target market? Or is this? They aren’t the same! Photo credit: micheleborba.com Photo credit: thenotmom.com
  6. 6. 6 ignore the need to have a value proposition bethtemple4u llc ALL RIGHTS RESERVED 2 It is shocking how many product teams can’t answer the simple question: why does it exist?
  7. 7. 7 It’s easy: just fill in the blanks (Target market) ____________ uses ______ (product name) ______ for/to ____(statement of benefit) ______ bethtemple4u llc ALL RIGHTS RESERVED this is the critical part – it is why you are building the product Hint: try it first using your favorite product
  8. 8. 8 not talking to customers early or often enough bethtemple4u llc ALL RIGHTS RESERVED 3 Talk to targeted customers (not friends or family). More importantly LISTEN.
  9. 9. 9 When to talk to customers bethtemple4u llc ALL RIGHTS RESERVED Idea Assess/ Define Design wireframes, visual design Build Typical new product process Talk to customers: behaviors, routines, unmet needs Talk to customers: expectations, usage, usability Talk to customers: usage, adoption prototype, alpha/beta multiple x’smultiple x’s
  10. 10. 10 build by committee vs. led by a product owner bethtemple4u llc ALL RIGHTS RESERVED 4 Ever heard the one about ‘too many cooks in the kitchen’? It’s why 4-star restaurants have 1 chef!
  11. 11. 11 bethtemple4u llc ALL RIGHTS RESERVED This is committee This is led by product owner Photo credit: dailycaller.com Photo credit: eandt.theiet.org Think: chaos vs. focused
  12. 12. 12 allow scope creep – because no one says ‘no’ bethtemple4u llc ALL RIGHTS RESERVED 5 Can you do 10 things in 15 minutes as well as you can do 3? Same theory goes for new products.
  13. 13. 13 How scope creep kills new products bethtemple4u llc ALL RIGHTS RESERVED Design Prototype Beta Launch Timeline re-adjusted for added features Introduction of new features by internal staff Re-adjusting, squabbling, long hours, delayed launch, weakened morale, failed product Prototype Beta Launch Typical new product timeline
  14. 14. 14 overpromise and under-deliver bethtemple4u llc ALL RIGHTS RESERVED 6 If you use words to sell your product, something is missing in the experience.
  15. 15. 15 bethtemple4u llc ALL RIGHTS RESERVED Words for hype Words for trust
  16. 16. 16 In summary, you will not kill a new product because you will: 1. Know who your target market is 2. Have a strong value proposition 3. Talk to customers early and often 4. Have a single product lead/owner 5. Learn to say ‘no’ to manage scope creep 6. Make clear promises and deliver on them bethtemple4u llc ALL RIGHTS RESERVED
  17. 17. 17 Go forth and eradicate! bethtemple4u llc ALL RIGHTS RESERVED
  18. 18. 18 bethtemple4u llc ALL RIGHTS RESERVED Beth Temple bethtemple4u llc http://bethtemple4u.com Let’s build your next new product together! beth[at]bethtemple4u.com

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