Download as PDF, PPTX
Uploaded byTallwave
Honeycomb webinar
Tallwave provides document summarization services in the strictest of confidence. Their approach focuses on building a successful business rather than just an app by emphasizing prototyping, branding, and user acquisition throughout the development process. They weave these elements together rather than treating them as separate silos.
More Related Content
Honeycomb webinar
- 1. STATEMENT OF CONFIDENTIALITY:The Information contained in this document is proprietary to Tallwave LLC and is privileged and confidential. Tallwave provides this document with the understanding that it will be held in the strictest of confidence by Talk2Legends, its employees, associates, agents, and assignees. This document will not be disclosed, duplicated, or used for any purpose other than the evaluation of Tallwave qualifications for the proposed project. Any other uses, in whole or part, may be done only with prior written consent of Tallwave LLC Partners. Build a business, not just an app
- 2. Agenda Building a successfulcompany hard Common Approach - Waterfall - Agile (Capital A) Why A Different Approach is needed What is the different approach - Prototyping - Branding - User Acquisition Don’t reinvent the wheel
- 3. Hi. Scott Williams Lead Engineer 15Years development experience @swilliams Jesus Ramirez VP of Product, Tallwave Capital Advisor Product designer, entrepreneur, problem solver @jeezramirez
- 4. Building a successfulapp is hard. Building a successful business REALLY FREAKING hard
- 5. But it stillstarts with the product
- 6.
- 7. More apps floodthe market every day 1,874,615 apps currently in app store.
- 8.
- 9. Quality of productskeep rising
- 10. The culprits —today’s products are reaaally good.
- 11. Why are theyso good?
- 12. Startup products, circa2000 Sales Team Build credibility with prospects & close deals Product Manager Build relationship and empathy with customers Marketing Team Build awareness, promotions, acquire new leads Customer Support Team Keep customers happy & address concerns
- 13. Startup products, circa2000 must clean baby every time he soils himself must bathe and dress baby you need to find food and feed baby you need to groom baby so he’s presentable in public
- 14. Jump forward →Startup products, 2015 Build credibility with prospects & close leads Build relationship and empathy with customers Keep customers happy and address concerns Build awareness, promotion and acquire new leads Products these days have to be self-sustaining on day 1!
- 15. Feed myself, cleanmyself, dress myself….
- 16. So how doesthis affect how we build apps?
- 17.
- 18. Waterfall Good for bridges,not so much for software Plan Build QA Design
- 19.
- 20. The Church ofAgile Are you an Enterprise consultant? Go Agile 1, 2, 3, 5, 8, 13, 20... BURNDOWN! STAND-UPBACKLOG SCRUM VELOCITY
- 21. There’s more toa Product than just building it.
- 22. An Anecdote Good idea+ Good design + Good development = $ Right?
- 23. “Simplify your PhotographyBusiness” An Anecdote
- 24. The Problem What youthink you can do What you actually CAN do
- 25. It seems thatperfection is attained not when there is nothing more to add, but when there is nothing more to remove. —Antoine de Saint Exupery
- 26. Time ChanceofFailure *not to scale Timeis not on your side You are here
- 27.
- 28. Or I BUILD. IITERATE. I BUILD AGAIN.
- 29.
- 30. What everyone thinkswill happen: Unicorns and Rainbows
- 31. What actually happens:Zombies and Ghost Towns
- 32. How are yougoing to acquire first 100/1000/10,000 avid users? VS How are you going to be worth $1 billion one day?
- 33. If You Buildit...uh, no.
- 34.
- 35. Be deliberate aboutacquiring users early and building this into product
- 36. Here’s how theseguys did it. You may have heard of them.
- 37. 37 Examples File sharing invitations,referral codes and incentive split. Apply with AngelList, Rapportive integration, Editable endpoints that allows company page owners to invite others or others to self-assign themselves to company page. Craigslist hack allowed users to immediately post on CL—despite the fact that CL didn’t offer option.
- 38. Here’s how youcan do it.
- 39. Acquire customers beforeproduct built ● Early adopter signups ● Landing pages (Unbounce.com, Launchrock) ● Newsletters (SEOmoz) ● Letters of intent (B2B / enterprise)
- 40.
- 41. Landing-Page Solution ● Event Pages ○User Launches ○ Webinars ● Email Marketing Campaign destination ● Pay-per-Click Experiments ○ Messaging Experiments ○ A/B / Multivariate Tests ● Social Media Marketing Experiments ● Investor Landing Page ● Interest Gathering ● Lead Generation ○ Content offers ● Talent / Recruitment Pages
- 42. Build in hooks ●Attention & Activate ● Retention ● Facilitate Growth & Referral
- 43. Activation Engagement Referral Invitationfrom Friends (social integration) I see friends on it (social login integration) I see a stream of interesting things (discovery) I see a big button just begging me to create my first post (activation goal). Creating and sharing (core loop) is drop-dead simple I get push notifications that bring me back to the app regularly Word of Mouth is buzzing app store photos, copy and ratings are compelling Saw an interesting photo from someone on Social Networks (social integration) Growing list of followers (investment) Regular referrals / business from posts (income) Personal sense of expression (intrinsic) Where I communicate with my social sphere (involvement) Search and invite my friends to join me (social integration) Virality Core Loop Passive Engagement Instagram’s Hooks
- 44. What are yourproduct’s hooks?
- 45. Your product mustbuild a relationship with users
- 46. Not just aboutlooks. It’s your personality that counts.
- 47. 47 Examples Other messaging appsexist. But the the lighthearted and endearing messages, the giphy’s all add to the experience. MailChimp’s voice and tone is critical to their customer experience. The messages and tone adapts to how a user is feeling, such as just having accomplished or completed a task. Siri Easter eggs - "what's zero divided by zero?" “Imagine that you have zero cookies and you split them evenly among zero friends. See? It doesn’t make sense. And Cookie Monster is sad that there are no cookies, and you are sad that you have no friends.”
- 48.
- 49.
- 51. Win Hearts &Minds with purpose & position
- 52. 52 Purpose Pay DirtPosition
- 53. 53 32+ A/B Testingproducts… ...but only 1 clear winner. 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 Optimizely Adobe Target Monetate Unique Page Views Maxymiser Qubit VWO SiteSpect Unbounce Hp Optimost Webtrends Optimize Top 10 Most Evaluated AB Testing Products Q3 2014
- 54. Here’s how youcan do it.
- 55.
- 56. 56 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
- 57. 57 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s). Customers: What do you do? Investors: What do you do, what market are you in?
- 58. 58 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s). Customers: What’s in it for me? Investor: What problem are you solving?
- 59. 59 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s). Customers: Is this product for me? Investors: Who are your customers?
- 60. 60 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s). Customers: This need is already being met. Is there a better alternative for me? Investors: Who else does this? What do customers do currently for this need?
- 61. 61 Company X isthe leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s). Customers: Why should I care? Why should I switch? Investors: How are you going to win?
- 62. Reasons to Believe Tagline PositioningStatement Value Proposition Differentiators Customer Problems Proof Competition Benefits Customer Segments Brand Story Core Brand Values Mission Vision Purpose EXTERNALINTERNAL PURPOSEPOSITION Voice & tone Why How What
- 63.
- 64. Don’t reinvent thewheel
- 65. Use Your Tools Sketch bohemiancoding.com/sketch Paper inkwell.io OpenSource github.com/tallwave Watch this space!
- 66. Use Your Tools Strongloop Makean API Heroku/AWS/AWSBox Deploy servers Invision Collaborate on design Kaleidoscope & Tower Manage source code Xscope Fine-tune the visuals Ionicons/Font Awesome/Noun Project Icons and Assets
- 68. 68 A different andsmarter approach to building web and iOS applications that weaves in user testing, branding, and user acquisition throughout.
- 69.
- 70. We’re obsessive aboutprototyping, testing and iterating to ensure we’re building a product users love.
- 71. 71 Traditional approach isto test the market AFTER launch Most product concepts start as a set of unvalidated features Traditional development shops are unconcerned or incapable of helping your refine your concept As a result, you risk building unnecessary features that increase cost, push deadlines, create code debt and clutter the user experience Launch
- 72. 72 Tallwave Approach: Testand refine BEFORE building We do this through a process of rapid prototyping, continuous user testing, refinement and feature prioritization We only build what users want and need. In some cases, users help us imagine new features. Launch
- 73. Your product isnot just a product; it’s an extension of your brand and the primary driver of growth and user acquisition.
- 74. 74 Silo’d, linear approach Development:Silo’d approach to developing an app Design: If offered, always an afterthought, on the front-end and tossed over the wall Branding & Positioning: Not offered OR always after product is built User Acquisition: Most think has nothing to do with product build
- 75. 75 Silo’d, linear approach Development:MVP! MVP! MVP! Design will surely fix it, right? What the hell is Branding? User Acquisition: Okay, now, how do we sell?
- 76. 76 Honeycomb Approach Clean andintuitive visual and micro-interaction Design Clean, scalable, gorgeous web and app Development The Brand, tone, voice and microcopy that resonates with users Product hooks that drive Customer Acquisition, retention and referral at launch
- 77. 77 End result: ● Worldclass visual and micro-interaction design ● Well-architected, scalable technology infrastructure ● A software application that’s fast, smooth and highly responsive ● A brand, tone and voice that resonates with users and is woven throughout every part of your product ● An application that is setup to acquire users and drive growth at launch
- 78. Thank you www.tallwave.com 6263 N.Scottsdale Rd Scottsdale, AZ 85250 jesus.ramirez@tallwave.com scott.williams@tallwave.com