This document summarizes a workshop on product teardowns between Patreon and Asana's product managers. It discusses why companies do product teardowns and provides a teardown example comparing the food delivery apps Caviar and UberEATS, analyzing their different value propositions and interfaces. Attendees were led through exercises exploring how Caviar could address issues like UberEATS beating them on signup friction and stealing low-end consumers. The workshop aimed to help product managers learn from analyzing competitors.

1. How to Tear Down a Product by Patreon
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7. Tonight’s Speakers
Nick Fassler
Neil McCarthy

8. Nick Fassler
- Product Manager @ Asana
- Previously @ Yammer
- SaaS Startup Founder
- MBA at U of M
www.productschool.com
Product Teardown Workshop
with Asana and Patreon
PHOTO

9. Neil McCarthy
- Product @ Patreon
- Previously @ Yammer
- 5+ Years in Product Management
- BS in EE at Virginia Tech
www.productschool.com
Product Teardown Workshop
with Asana and Patreon
PHOTO

10. PRODUCT TEARDOWN
Caviar vs UberEATS

11. Why Product Teardowns?

12. vs.

13. UberEATS Value Props
To Consumers
• Fast
• Cheap
To Restaurants
• More order volume
• Consultations to become more efficient
To Uber
• Use excess driver capacity
• Retain drivers by getting them paid

14. Caviar Value Prop
To Customers: “Caviar is an easy way to order meals from popular
local restaurants across the U.S. Caviar provides customers with
quick, reliable delivery service no matter where they are.”
To Restaurants: “Caviar is part of Square’s full suite of tools for
businesses, enabling restaurants across the country to reach more
customers, grow their sales and expand their reach.”
To Square:

15. You are Caviar PMs and your execs say...
1. UberEATs is beating us on signup/checkout
friction. What should we do?
2. UberEATs is stealing our low end
consumers. What should we do?
3. UberEATs is now just as good at getting
consumers to discover. What should we
do?

16. Exercise 1: Caviar Onboarding

17. Exercise 1: UberEATS Onboarding

18. Exercise 1: Caviar Payment

19. Exercise 1: UberEATS Payment

20. Exercise 2: Caviar and UberEATS Fees
<--- Caviar
UberEATS --->

21. Exercise 2: Caviar and UberEATS
Caviar “Exclusive” Category UberEATs “Low Cost” Category

22. Exercise 3: Caviar Home Feed

23. Exercise 3: UberEATS Home Feed

24. Thanks!
@hardkornelius
@nickfassler

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