Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Murder of SEO Grader Why I killed a product idea.
ConductQuestions OK Raise Hand
Who Am I?         Local Entrepreneur1530 Technologies & A Part-Time CTO    Organizer Lean Startup Circle     Lean Proponen...
1530 Background  Sports Analytics & Publishing
Creating Findable DataBuzz: REST, Content Negotiation, URI Dereferencing
Follow SEO Best    Practices   By Hand: Not Scalable
Solution?!?!?Automated SEO Verification!
SEO Grader Was BornCodifies SEO Best Practices for Regression Testing.
Light BulbCouldn’t Other People Use This?
Assumption #1There exists a group of users technically proficient, but              unaware of SEO Practices.
Assumption #2SEO Experts needed a tool for the low hanging fruit for                   their clients.
Assumption #3Content producers need SEO help, but can’t pay for               SEO Consultant.
MVP! MVP! MVP!Throw up a site, a survey and let the validation flow!             Great name: SEO Grader       Lots of organ...
Well, it flowed. But not the way we expected.
Assumption #1There exists a group of users technically proficient, but              unaware of SEO Practices.
Wrong.   Technically proficient people are DIY’ersNon-Technically proficient people pay the above.
Assumption #2SEO Experts needed a tool for the low hanging fruit for                   their clients.
Wrong.SEO Consultants were less than pleased in reducing      their total number of billable hours.
Assumption #3Content producers need SEO help, but can’t pay for               SEO Consultant.
Wrong.See #1: Either they have their tech people or they pay                        them.
Assumption #4We could automate the low hanging fruit validation &                   verification.
Wrong.People wanted that stuff for free.People wanted us to fix their site.  Existing tools ‘Good Enough’.
What To Do?All of our assumptions were worse then wrong, there                was nowhere to go.
Pivot?Not an immediate option for two reasons.
#1 We’re not SEO        ExpertsThat more advanced knowledge would need to come                from somewhere.
#2 Advanced SEO is          hardOnce you get past the things people didn’t want to pay           for, it’s more Art than S...
Conclusion?        Take old yeller out back.Continue to refine SEO Grader internally.   Focus on high value, not cheapness....
CostAll of this cost about $500 and was conducted over a                        month.
Questions?I love hearing from people, so please reach out:     Email: gcaprio@1530technologies.com                 Twitter...
Upcoming SlideShare
Loading in …5
×

Killing A Product: The Murder of SEO Grader

1,771 views

Published on

In this talk, I go over our product process from inception to killing the product, all using Customer Development.

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

Killing A Product: The Murder of SEO Grader

  1. 1. The Murder of SEO Grader Why I killed a product idea.
  2. 2. ConductQuestions OK Raise Hand
  3. 3. Who Am I? Local Entrepreneur1530 Technologies & A Part-Time CTO Organizer Lean Startup Circle Lean Proponent Since 2003
  4. 4. 1530 Background Sports Analytics & Publishing
  5. 5. Creating Findable DataBuzz: REST, Content Negotiation, URI Dereferencing
  6. 6. Follow SEO Best Practices By Hand: Not Scalable
  7. 7. Solution?!?!?Automated SEO Verification!
  8. 8. SEO Grader Was BornCodifies SEO Best Practices for Regression Testing.
  9. 9. Light BulbCouldn’t Other People Use This?
  10. 10. Assumption #1There exists a group of users technically proficient, but unaware of SEO Practices.
  11. 11. Assumption #2SEO Experts needed a tool for the low hanging fruit for their clients.
  12. 12. Assumption #3Content producers need SEO help, but can’t pay for SEO Consultant.
  13. 13. MVP! MVP! MVP!Throw up a site, a survey and let the validation flow! Great name: SEO Grader Lots of organic traffic + AdWords = Customer Development Goodness
  14. 14. Well, it flowed. But not the way we expected.
  15. 15. Assumption #1There exists a group of users technically proficient, but unaware of SEO Practices.
  16. 16. Wrong. Technically proficient people are DIY’ersNon-Technically proficient people pay the above.
  17. 17. Assumption #2SEO Experts needed a tool for the low hanging fruit for their clients.
  18. 18. Wrong.SEO Consultants were less than pleased in reducing their total number of billable hours.
  19. 19. Assumption #3Content producers need SEO help, but can’t pay for SEO Consultant.
  20. 20. Wrong.See #1: Either they have their tech people or they pay them.
  21. 21. Assumption #4We could automate the low hanging fruit validation & verification.
  22. 22. Wrong.People wanted that stuff for free.People wanted us to fix their site. Existing tools ‘Good Enough’.
  23. 23. What To Do?All of our assumptions were worse then wrong, there was nowhere to go.
  24. 24. Pivot?Not an immediate option for two reasons.
  25. 25. #1 We’re not SEO ExpertsThat more advanced knowledge would need to come from somewhere.
  26. 26. #2 Advanced SEO is hardOnce you get past the things people didn’t want to pay for, it’s more Art than Science.
  27. 27. Conclusion? Take old yeller out back.Continue to refine SEO Grader internally. Focus on high value, not cheapness. Try to develop more niche based tools ( Semantics, NLP, etc... )
  28. 28. CostAll of this cost about $500 and was conducted over a month.
  29. 29. Questions?I love hearing from people, so please reach out: Email: gcaprio@1530technologies.com Twitter: gcaprio

×