B2B SaaS vs Ad Driven B2C Product Management
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B2B vs B2C Product Management - How you approach it, what metrics you care about and the differences in the buy and how that affects your privatization as a Product Manager
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B2B SaaS vs Ad Driven B2C Product Management
- 1. B2B SaaS vs Ad Driven B2C Product Management
- 2. I am Mike Siegel (@mikejsiegel) I’m a Product Geek 2HELLO!
- 3. B2B SaaS company for Planners & Properties » Diagram » Check-In » Seat » Propose 3Social Tables
- 4. B2B SaaS » Business to business Software As a Service » Delivered over the internet » Subscription Service (Monthly or Annually) » Improves gradually overtime 4
- 5. Ad-Driven B2C Applications » Large User Base » Monetized by Ads » Two products - the actual product and the people 5
- 6. Essential Product Management - What’s in Common » Identify Needs » Develop MVP -> Deploy -> Iterate » Customer Interviews » Roadmaps » Feature Definitions / User Stories » Objectives and Key Results 6
- 7. B2B SaaS » Serves companies not an individual person » Business model - Monthly or Yearly subscription The Business Differences Ad Driven B2C » Serves Individuals » Business model - Ads. Free » People ARE the product » Deliver the right Ad to the right person at the right time 7
- 8. B2B SaaS » ARR (MRR) - Annual Recurring Revenue (Monthly Recurring Revenue) » ASP - Average Sales Price. How much customers are paying per year » CAC - Customer Acquisition Cost » COS - Cost of Service » Churn - Losing a Customer » LTV - Lifetime Value The Metric Differences Ad Driven B2C » DAU (MAU) - Daily Active Users (Monthly Active Users) » Time Spent » ARPU - Average Revenue Per User » CPC - Cost Per Click » CPM - Cost Per Thousand Impressions 8
- 10. 1.23 billion $27,638,000,000 Revenue 1.86 billion 🌏 10 DAUs MAUs
- 11. B2B SaaS » Non-user Buyer » Sales Force » Reference Customers The Growth Differences Ad Driven B2C » User driven » Word-of-mouth » Network Effects 11
- 12. B2B SaaS » More upfront design » Slower product roll outs » Security and stability » Cater to Elephants The Development Differences Ad Driven B2C » Continuous Deployment » A/B Testing » Scalability » Appeal to the Masses 12
- 13. “ 13
- 14. B2B SaaS » Enabling Sales » Aiding Customer Success » Salesforce Data » Managing One Offs » Key Results - Reduce Churn, Increase ASP Day to Day Product Management Differences Ad Driven B2C » Heap, Google Analytics Data » Growth Vs. Monetization » Enabling Ad Sales » Measuring Ad Effectiveness » Key Results - Increase DAU, Increase Time Spent, Increase Ad Clicks 14
- 15. Recurring B2B SaaS business model is recurring revenue which builds over time. Eyeballs Ad driven products are all about eyeballs. MAUs, DAUs, Time Spent per day. Speed Speed is important in B2B, even more important with B2C apps. Elephants In B2B, all customers are not equal. With B2C apps, users are more equal but there are demographic preferences. Growth In B2B, you can explain your value to a prospect. With B2C the product must sell itself. Great Products Understand the needs of all the users that engage with your product – end-user, a corporate procurer or advertiser – and maximize the product’s usefulness for all of them. Let’s review some concepts 15
- 16. Any questions? You can find me at: » @mikejsiegel » mikes.im » mike@socialtables.com 16THANKS!
Editor's Notes
- *This is generally the case but not always
- Do Cater to Elephants last Talked about Instrgram Stories stunting Snapchat growth *This is generally the case but not always
- Learn to say No. It’s very hard to not fall in the trap of making something for one customer