The document discusses strategies for launching a successful digital product. It begins by defining digital products and why they are needed due to accessibility and convenience. Key aspects of digital products are their features, functionality, and user interface/experience. The process of building a digital product starts with identifying a problem and potential solution through ideation. It is important to validate the desirability, feasibility and viability of the product idea before building. Once validated, an MVP or prototype should be created and tested with customers. Additional steps include defining the target audience, value proposition, developing a marketing strategy, launching the product, gathering feedback, optimizing and scaling up based on data and insights. Customer retention relies on positive user experience through constant iteration and support.

1. Business Meets Tech:
The Underlying Strategy to
Launching a Digital Product.
Abimbola Shopeju CEO, Fundall
Group Director of Resources, Emerging Africa Group
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2. Digital Products
Digital products are products that are
created and distributed in a digital format,
mainly to proffer solutions to a defined
audience or users.
The world is rapidly changing and
technology is at the forefront of this change.
The number of digital products and services
has grown exponentially in recent years.
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3. Why do we need digital products
❏ Accessibility
❏ Convenience
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4. What Makes up a Digital Product
❖ Features and Functionality - what
goals or actions are people trying to do
using the product.
❖ User Interface and User Experience -
users should be able to easily navigate
the product and accomplish their goals.
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5. Building a Digital Product
Ideation
The first step in building a digital
product is to identify a problem that a
target market is facing and providing
solution.
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6. Case Study - Airbnb
Problem:
Airbnb identified a problem with
the hotel industry, which was
often expensive and lacked a
personal touch
Solution:
They found a solution by
allowing people to rent out their
homes to travelers, providing an
affordable and unique
experience. Today, Airbnb is one
of the largest online lodging
platforms in the world.
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7. Building a Digital Product
The Golden Circle
When building a product it is essential
to keep in mind the golden circle,
because it helps you establish the
purpose and focus of your product.
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8. Building a Digital Product
The Golden Circle
WHY
The first and most important element of the
Golden Circle is the "why". This is the purpose,
cause, or belief that drives you to build your
digital product.
When you start with "why", you create a sense of
purpose and meaning for your product that goes
beyond just making a profit.
Users will only buy into your “Why”
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9. Building a Digital Product
The Golden Circle
HOW
The "how" is the second part of the
Golden Circle. This is the technique,
procedure, or action that you take to
fulfill your "why".
This shows your product's unique
value proposition that distinguishes
you in the market.
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10. Building a Digital Product
WHAT
Last element of the Golden Circle. It
explains your product’s features,
benefits, and attributes.
Clear WHY + Distinct HOW = Good PRODUCT
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11. Do People Want or Need your
Product?
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12. 12
Niche
Identify a specialized or
focused area your product
will service based on your
market research.
Product Idea
Validation
Before building a product, it
is important to test the
Desirability, Feasibility and
Viability of the idea.
Market Research
It is essential to identify the
target audience and
understand their needs and
pain points to get a grasp of
what your product needs to
meet market expectations.

13. Strategies for Launching a Digital Product
01.
Identify your target audience
02.
Define your value proposition
● Before you start developing your digital product, you
need to identify your target audience. Who are they?
What are their needs and pain points?
● What makes your digital product unique and valuable?
What benefits does it offer to your target audience? Your
value proposition should be clear, concise, and
communicated in a way that resonates with your target
audience.
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14. Strategies for Launching a Digital Product
03.
Create a prototype or MVP
04.
Develop a marketing strategy
● Use a minimum viable product (MVP) to test and validate
your idea with real customers.
● Your marketing strategy should include tactics for
generating awareness, driving traffic, and converting
leads into customers.
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15. Strategies for Launching a Digital Product
05.
Launch and gather feedback
06.
Scale and Optimize
● Launch your product to gather feedback from early
adopters. Use feedback to make improvements and
iterate on your product. Consider implementing analytics
to track user behavior and identify areas for
improvement.
● Validate your product and identify a profitable customer
segment. Use data-driven insights to refine your
marketing strategy, improve your product, and drive
growth.
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16. Acquiring Users for your Product
Capitalise on your “WHY” to acquire users for your digital products.
People will always buy into why you are doing what you are doing
and how it affects them positively.
For example, You are building a mobile app for fitness tracking. Your
"why" might be to help people live healthier lives by making it easier
to track their progress and stay motivated
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17. Acquiring Users for your Product
Product Positioning - Based on the niche
you have chosen for your product, you need
to demonstrate to prospective users how
your product is superior to any competition
and alternative solutions in the market.
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18. Acquiring Users for your Product
Based on your defined “WHY” and product positioning (Brand), you may consider
the following to increase your product awareness and visibility.
❏ Paid Digital Advertising.
❏ Sponsorships.
❏ Referral Programs.
❏ Traditional Advertising.
❏ Search Engine Optimization.
❏ Content Marketing.
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19. How Do Users Feel When
Using Your Product?
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20. Retaining Users for your Product
Customer Experience - Solving a problem for a user is
one thing and how they feel when using the solution is what
keeps them.
Product Iteration - Constant iteration of your
product to evolve with the needs of your customers
and the solution you are providing.
Support - Nurturing the relationship with current users is a
critical components of your user retention. Users expect
prompt and helpful support when they encounter issues
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21. Data Driven
Make data the centre of your product
operations. Analytics and data-driven insights
will help you identify areas for improvement
and inform decision-making regarding all
aspects of your product.
Conclusion
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22. THANK YOU
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