1. PARIS PRODUCT TANK
GROWING (WITH) YOUR
COMMUNITY
Which users do you
have/want/need to care for?
And how do you do it?
Vincent Roussilhon

2. The 4 stages of user targeting
Who you target depends on
your growth phase

3. 1: All about YOU
You know the use case
You are the user
(or very close to it)

4. 2: All about THEM
Your first real world users
The heart of your community
Their feedback is key
It is your vision confirmed
They can become your best ambassadors and
advisors

5. 3: Who are you calling “average”?
A.K.A the hard transition
Who is your average user?
Learn to tune out the “vocal minority”
(but don‟t ignore it)
The hard part:
You are part of that minority now

6. Average Joe
Going for the next 20M users?
Your average user
!=
THE average user
How “mass market” do you really want to be?

7. The river metaphor
USER EXPECTATIONS
VS.
BUSINESS NEEDS

8. Theory

9. Leading the user
Flickr by GerryT

10. The risk
Do your business needs align with your community‟s?

11. „s solution: Online booking
Passengers prepay their seat
They commit and know that have a spot saved
Drivers know the passenger is committed
No more “no show”
Number of seats is adjusted automatically
Passengers know the data is reliable
Providing added value through payment

12. The challenge of the dual
community
GROWING A C2C MARKETPLACE

13. Addressing 2 types of users
Different approaches
• Splitting the message, and the product
• Acknowledging both groups

14. a balanced community
0%
10%
20%
30%
40%
50%
60%
Driver Passenger Both
What type of user are you?

15. addressing both at once

16. Finding a unifying message
It‟s all about
Trust

17. DECLARED RATED ENGAGED
ACTIVITY MODERATED SOCIAL
Lisa M
26 y.o.
The Trust Framework by
D.R.E.A.M.S.
It drives the product and the community

18. Summary
Keep track of who you SHOULD be targeting
Find levers that help you AND your community
Find a SHARED value

19. Vincent Roussilhon
THANK YOU