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Development Case Study
Hello

       who I am                   what we’ll talk
                                     about

   Michael Hollauf   ...
About Us
About Us


  Who, MindMiester?
About Us


  Who, MindMiester?
   Collaborative web-based mind mapping tool
   Based on Ruby on Rails & AJAX
About Us


  Who, MindMiester?
   Collaborative web-based mind mapping tool
   Based on Ruby on Rails & AJAX


  hmm...
About Us


  Who, MindMiester?
   Collaborative web-based mind mapping tool
   Based on Ruby on Rails & AJAX


  hmm...
  ...
History




2006       2007   2008
History

   Idea




2006       2007   2008
History

   Idea
          First prototypes




2006                2007     2008
History

   Idea
          First prototypes

                   Start implementation




2006                2007         ...
History

   Idea
          First prototypes

                   Start implementation

                             Start p...
History

   Idea
          First prototypes

                   Start implementation

                             Start p...
Background
Background


  Our past
    8+ years in IT industry
    Lived through Web 1.0 boom
    Quit to set up own company
Background


  Our past
    8+ years in IT industry
    Lived through Web 1.0 boom
    Quit to set up own company

  Drive...
Early
2006    The Idea
Early
2006    The Idea


   Using Google Docs and MindManager
Early
2006       The Idea


   Using Google Docs and MindManager



        Google Docs:
          collaborative word proc...
Early
2006       The Idea


   Using Google Docs and MindManager



        Google Docs:
          collaborative word proc...
Early
2006       The Idea


   Using Google Docs and MindManager



        Google Docs:
          collaborative word proc...
The Plan
The Plan


  Create web-based mind mapping tool
    Based on HTML / CSS / JavaScript / AJAX only
    Enable real-time coll...
The Plan


  Create web-based mind mapping tool
    Based on HTML / CSS / JavaScript / AJAX only
    Enable real-time coll...
August
 2006    First Prototype
August
 2006    First Prototype
UI Design
UI Design


  What we wanted
    clean & simple
    but with a bit of eye candy
    more Mac than Windows
UI Design


  What we wanted
    clean & simple
    but with a bit of eye candy
    more Mac than Windows


  -> Web 2.0
29/10/2006
29/10/2006
29/10/2006
02/11/2006
07/11/2006
12/11/2006
30/11/2006
30/11/2006
30/11/2006
The Name
The Name


 Choosing the name
   took nearly half a year
   lots of beer mat scribbles and ajaxwhois
   searches
The Name


 Choosing the name
   took nearly half a year
   lots of beer mat scribbles and ajaxwhois
   searches

 It shou...
Feb 12,
 2007     Private Beta Start
Feb 12,
 2007      Private Beta Start


    Why you should do a beta phase
      Two launches
      quot;privatequot; make...
Feb 12,
 2007      Private Beta Start


    Why you should do a beta phase
      Two launches
      quot;privatequot; make...
Feb 20,
 2007
Feb 20,
 2007
Feb 21,
 2007
Feb 21,
 2007
Feb 21,
 2007
March
2007
March
2007
March
2007



        Competition
March
2007



        Competition
         Be confident
March
2007



        Competition
         Be confident
         Be inspired
March
2007



        Competition
         Be confident
         Be inspired
         Be there first ;-)
May 1,
 2007    Going Live
May 1,
 2007    Going Live




    Statistics at Go Live
May 1,
 2007    Going Live




    Statistics at Go Live   Statistics one week after
                                     ...
Other Awards

               Best User Centered Design
                Hasso Plattner Ventures
                July 2007

...
User Numbers
Site Scores
Site Scores

   Google PageRank: 6
Site Scores

   Google PageRank: 6

   Googe Domain Visibility: 59%
Site Scores

   Google PageRank: 6

   Googe Domain Visibility: 59%

   del.icio.us Bookmarks: >10053
Site Scores

   Google PageRank: 6

   Googe Domain Visibility: 59%

   del.icio.us Bookmarks: >10053

   Fastest growing ...
Design & Usability
Design & Usability


  Lessons learned
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
Design & Usability


  Lessons learned
    THE differentiator for MindMeister
    Every euro spent on design is a euro wel...
UI Design: The Share Dialog
UI Design: The Share Dialog
UI Design: The Share Dialog
UI Design: The Share Dialog
UI Design: The Share Dialog
UI Design: The Share Dialog
UI Design: The Share Dialog
Marketing
Marketing


  Do’s
Marketing


  Do’s
   Write to bloggers
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing


  Do’s
   Write to bloggers
   Post site to app portals
   Create an API
   Write regular newsletter & blog po...
Marketing
Marketing

Don’ts
Marketing

Don’ts
  Comment Spam
Marketing

Don’ts
  Comment Spam
Marketing

Don’ts
  Comment Spam

  Pay for placement and
  ads
Marketing

Don’ts
  Comment Spam

  Pay for placement and
  ads

  Give premium accounts
  to everyone
Other Experiences
Other Experiences


  Business Model
    Don't start charging before its really stable

    Carefully select premium featu...
Other Experiences
Other Experiences
Other Experiences


  Technical Issues

    Everybody has them

    It pays to be honest and upfront

    Explain why it h...
Other Experiences
Other Experiences
Other Experiences


     Support
                                                                Excellent,
          Be r...
Current Status


  Investment round closed

  New version
  out soon

    Business and
    Academic
    Editions

    Lots...
Thank You!
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
Mindmeister Case Study En.Key
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Mindmeister Case Study En.Key

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How it all started. A case study of MindMeister

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Mindmeister Case Study En.Key

  1. 1. Development Case Study
  2. 2. Hello who I am what we’ll talk about Michael Hollauf The Story of Co-Founder of MindMeister MindMeister Email: • why usability is key michael@mindmeister.com • (ab)using viral marketing Skype / Yahoo / Twitter: mhollauf • some other experiences and observations
  3. 3. About Us
  4. 4. About Us Who, MindMiester?
  5. 5. About Us Who, MindMiester? Collaborative web-based mind mapping tool Based on Ruby on Rails & AJAX
  6. 6. About Us Who, MindMiester? Collaborative web-based mind mapping tool Based on Ruby on Rails & AJAX hmm...
  7. 7. About Us Who, MindMiester? Collaborative web-based mind mapping tool Based on Ruby on Rails & AJAX hmm... It’s like Google Docs, but for mind maps
  8. 8. History 2006 2007 2008
  9. 9. History Idea 2006 2007 2008
  10. 10. History Idea First prototypes 2006 2007 2008
  11. 11. History Idea First prototypes Start implementation 2006 2007 2008
  12. 12. History Idea First prototypes Start implementation Start private beta 2006 2007 2008
  13. 13. History Idea First prototypes Start implementation Start private beta Go live 2006 2007 2008
  14. 14. Background
  15. 15. Background Our past 8+ years in IT industry Lived through Web 1.0 boom Quit to set up own company
  16. 16. Background Our past 8+ years in IT industry Lived through Web 1.0 boom Quit to set up own company Drivers to start own site Liked Web 2.0 activity Discovered Ruby on Rails in 2005 Free resources in company
  17. 17. Early 2006 The Idea
  18. 18. Early 2006 The Idea Using Google Docs and MindManager
  19. 19. Early 2006 The Idea Using Google Docs and MindManager Google Docs: collaborative word processing
  20. 20. Early 2006 The Idea Using Google Docs and MindManager Google Docs: collaborative word processing MindManager: non-collaborative brainstorming
  21. 21. Early 2006 The Idea Using Google Docs and MindManager Google Docs: collaborative word processing MindManager: non-collaborative brainstorming ...
  22. 22. The Plan
  23. 23. The Plan Create web-based mind mapping tool Based on HTML / CSS / JavaScript / AJAX only Enable real-time collaboration (with effects...)
  24. 24. The Plan Create web-based mind mapping tool Based on HTML / CSS / JavaScript / AJAX only Enable real-time collaboration (with effects...) Focus on Simple and intuitive interface Fewer features, no learning required Appealing graphic design
  25. 25. August 2006 First Prototype
  26. 26. August 2006 First Prototype
  27. 27. UI Design
  28. 28. UI Design What we wanted clean & simple but with a bit of eye candy more Mac than Windows
  29. 29. UI Design What we wanted clean & simple but with a bit of eye candy more Mac than Windows -> Web 2.0
  30. 30. 29/10/2006
  31. 31. 29/10/2006
  32. 32. 29/10/2006
  33. 33. 02/11/2006
  34. 34. 07/11/2006
  35. 35. 12/11/2006
  36. 36. 30/11/2006
  37. 37. 30/11/2006
  38. 38. 30/11/2006
  39. 39. The Name
  40. 40. The Name Choosing the name took nearly half a year lots of beer mat scribbles and ajaxwhois searches
  41. 41. The Name Choosing the name took nearly half a year lots of beer mat scribbles and ajaxwhois searches It should be unique memorable innovative, if possible with available .com domain ... ?
  42. 42. Feb 12, 2007 Private Beta Start
  43. 43. Feb 12, 2007 Private Beta Start Why you should do a beta phase Two launches quot;privatequot; makes it exclusive You get lots of feedback ...
  44. 44. Feb 12, 2007 Private Beta Start Why you should do a beta phase Two launches quot;privatequot; makes it exclusive You get lots of feedback ... Tips Invite everyone you know (200+) Add an invitation button / code No longer than 2 months Upgrade offer at end
  45. 45. Feb 20, 2007
  46. 46. Feb 20, 2007
  47. 47. Feb 21, 2007
  48. 48. Feb 21, 2007
  49. 49. Feb 21, 2007
  50. 50. March 2007
  51. 51. March 2007
  52. 52. March 2007 Competition
  53. 53. March 2007 Competition Be confident
  54. 54. March 2007 Competition Be confident Be inspired
  55. 55. March 2007 Competition Be confident Be inspired Be there first ;-)
  56. 56. May 1, 2007 Going Live
  57. 57. May 1, 2007 Going Live Statistics at Go Live
  58. 58. May 1, 2007 Going Live Statistics at Go Live Statistics one week after Go Live
  59. 59. Other Awards Best User Centered Design Hasso Plattner Ventures July 2007 Innovation Award 2008 Initiative Mittelstand February 2008 European Top 100 Winner Red Herring March 2008
  60. 60. User Numbers
  61. 61. Site Scores
  62. 62. Site Scores Google PageRank: 6
  63. 63. Site Scores Google PageRank: 6 Googe Domain Visibility: 59%
  64. 64. Site Scores Google PageRank: 6 Googe Domain Visibility: 59% del.icio.us Bookmarks: >10053
  65. 65. Site Scores Google PageRank: 6 Googe Domain Visibility: 59% del.icio.us Bookmarks: >10053 Fastest growing Web 2.0 site from Germany (Rank 197)
  66. 66. Design & Usability
  67. 67. Design & Usability Lessons learned
  68. 68. Design & Usability Lessons learned THE differentiator for MindMeister
  69. 69. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent
  70. 70. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent Less is so much more
  71. 71. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent Less is so much more Recommendations
  72. 72. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent Less is so much more Recommendations Get a great designer on board
  73. 73. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent Less is so much more Recommendations Get a great designer on board Target non-technical users
  74. 74. Design & Usability Lessons learned THE differentiator for MindMeister Every euro spent on design is a euro well spent Less is so much more Recommendations Get a great designer on board Target non-technical users Watch every Apple demo
  75. 75. UI Design: The Share Dialog
  76. 76. UI Design: The Share Dialog
  77. 77. UI Design: The Share Dialog
  78. 78. UI Design: The Share Dialog
  79. 79. UI Design: The Share Dialog
  80. 80. UI Design: The Share Dialog
  81. 81. UI Design: The Share Dialog
  82. 82. Marketing
  83. 83. Marketing Do’s
  84. 84. Marketing Do’s Write to bloggers
  85. 85. Marketing Do’s Write to bloggers Post site to app portals
  86. 86. Marketing Do’s Write to bloggers Post site to app portals Create an API
  87. 87. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts
  88. 88. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts “Add to del.icio.us / digg” button
  89. 89. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts “Add to del.icio.us / digg” button Spend time (and money) on SEO
  90. 90. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts “Add to del.icio.us / digg” button Spend time (and money) on SEO Be generous with Premium accounts
  91. 91. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts “Add to del.icio.us / digg” button Spend time (and money) on SEO Be generous with Premium accounts Track everything!
  92. 92. Marketing Do’s Write to bloggers Post site to app portals Create an API Write regular newsletter & blog posts “Add to del.icio.us / digg” button Spend time (and money) on SEO Be generous with Premium accounts Track everything!
  93. 93. Marketing
  94. 94. Marketing Don’ts
  95. 95. Marketing Don’ts Comment Spam
  96. 96. Marketing Don’ts Comment Spam
  97. 97. Marketing Don’ts Comment Spam Pay for placement and ads
  98. 98. Marketing Don’ts Comment Spam Pay for placement and ads Give premium accounts to everyone
  99. 99. Other Experiences
  100. 100. Other Experiences Business Model Don't start charging before its really stable Carefully select premium features Viral / “Spread the word” features Business Use features Think of students etc
  101. 101. Other Experiences
  102. 102. Other Experiences
  103. 103. Other Experiences Technical Issues Everybody has them It pays to be honest and upfront Explain why it happened (and why it won’t happen again) Announce maintenance windows
  104. 104. Other Experiences
  105. 105. Other Experiences
  106. 106. Other Experiences Support Excellent, Be responsive - people love thanks! It's so great to getting an answer within receive such a positive response from you, it's such a minutes refreshing change from all the other websites that just ignore my Hi ... thanks for Michael, the quick Well, that’s about the reply. Makes me fall in fastest turn around support I’ve ever had. love with Mindmeister Not even enough time even more! ... to think about going
  107. 107. Current Status Investment round closed New version out soon Business and Academic Editions Lots of new features!
  108. 108. Thank You!

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