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The Power of
Product Focus
@simplybastow // Turing Festival, Aug 2016
Hello!
I’m Janna Bastow
You can talk to me about product,
or say hi at @simplybastow
(really nice product management tool)
2010
Idea + hack project
@simplybastow
2010 2011
@simplybastow
2010 2011 2012
Quit jobs
@simplybastow
2010 2011 2012
Launch product
2013
@simplybastow
2010 2011 2012 2013 2014
Traction!
@simplybastow
Swoosh!
2010 2011 2012 2013 2014 2015
@simplybastow
2015: The year of faffing about
Hiring (and unhiring)
Some outside help
Let’s try advertising!
Events and outings
Founder ...
@simplybastow
Uh oh…
2011 2012 2013 2014 2015
@simplybastow
Plateau of Doom
2011 2012 2013 2014 2015
https://unicornfree.com/2013/help-my-saas-isnt-growing
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Ways to get rich
1. More traffic
2. More free trials
3. More trial users signing up to pay
4. Get users to buy bigger pack...
Revelation:
Just the process of thinking about funding
was enough to prove we didn’t need it.
@simplybastow
Idea:
FOCUS on the product metrics that matter.
@simplybastow
Our goal is to
increase the trial-to-paid rate
from 0% to 15%.
@simplybastow
Our goal is to
increase the trial-to-paid rate
from 0% to 15%.
That’s it.
@simplybastow
Experiment #1:
Shorten trial time.
@simplybastow
30
30
14
30
14
7
Experiment #2:
Gamify the trial.
@simplybastow
Experiment #3:
Persona-specific emails.
@simplybastow
“Thank you for finding these
edge cases!”
Ian, Support at Drip
Experiment #4:
Masterclass.
@simplybastow
@simplybastow
Wee!
2011 2012 2013 2014 2015 2016
But what about the money?
@simplybastow
Ways to get rich
1. More traffic
2. More free trials
✔ More trial users signing up to pay
4. Get users to buy bigger packa...
Ways to get rich
1. More traffic
2. More free trials
✔ More trial users signing up to pay
4. Get users to buy bigger packa...
Bonus experiment:
Play with pricing.
@simplybastow
Results
Sky rocketing growth
@simplybastow
Results
@simplybastow
Cash in the bank
Results
@simplybastow
Lots of customer love
Results
@simplybastow
Better company culture
That’s
the Power of
Product Focus.
@simplybastow
Thank you!
Let’s go for a and talk about product.
Drop me a line at janna@prodpad.com or say hi at @simplybastow
Weeeeee!
Janna Bastow — The Power of Product Focus (Turing Festival 2016)
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Janna Bastow — The Power of Product Focus (Turing Festival 2016)

Presentation by Janna Bastow, co-founder & CEO of ProdPad. Delivered at the Turing Festival in Edinburgh on Thursday 18 August 2016.

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Janna Bastow — The Power of Product Focus (Turing Festival 2016)

  1. 1. The Power of Product Focus @simplybastow // Turing Festival, Aug 2016
  2. 2. Hello! I’m Janna Bastow You can talk to me about product, or say hi at @simplybastow
  3. 3. (really nice product management tool)
  4. 4. 2010 Idea + hack project @simplybastow
  5. 5. 2010 2011 @simplybastow
  6. 6. 2010 2011 2012 Quit jobs @simplybastow
  7. 7. 2010 2011 2012 Launch product 2013 @simplybastow
  8. 8. 2010 2011 2012 2013 2014 Traction! @simplybastow
  9. 9. Swoosh! 2010 2011 2012 2013 2014 2015 @simplybastow
  10. 10. 2015: The year of faffing about Hiring (and unhiring) Some outside help Let’s try advertising! Events and outings Founder “hobbies” Should we raise money? Bonus: New product version @simplybastow
  11. 11. @simplybastow Uh oh… 2011 2012 2013 2014 2015
  12. 12. @simplybastow Plateau of Doom 2011 2012 2013 2014 2015
  13. 13. https://unicornfree.com/2013/help-my-saas-isnt-growing
  14. 14. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  15. 15. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  16. 16. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  17. 17. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  18. 18. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
  19. 19. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  20. 20. Revelation: Just the process of thinking about funding was enough to prove we didn’t need it. @simplybastow
  21. 21. Idea: FOCUS on the product metrics that matter. @simplybastow
  22. 22. Our goal is to increase the trial-to-paid rate from 0% to 15%. @simplybastow
  23. 23. Our goal is to increase the trial-to-paid rate from 0% to 15%. That’s it. @simplybastow
  24. 24. Experiment #1: Shorten trial time. @simplybastow
  25. 25. 30
  26. 26. 30 14
  27. 27. 30 14 7
  28. 28. Experiment #2: Gamify the trial. @simplybastow
  29. 29. Experiment #3: Persona-specific emails. @simplybastow
  30. 30. “Thank you for finding these edge cases!” Ian, Support at Drip
  31. 31. Experiment #4: Masterclass. @simplybastow
  32. 32. @simplybastow Wee! 2011 2012 2013 2014 2015 2016
  33. 33. But what about the money? @simplybastow
  34. 34. Ways to get rich 1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  35. 35. Ways to get rich 1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
  36. 36. Bonus experiment: Play with pricing. @simplybastow
  37. 37. Results Sky rocketing growth @simplybastow
  38. 38. Results @simplybastow Cash in the bank
  39. 39. Results @simplybastow Lots of customer love
  40. 40. Results @simplybastow Better company culture
  41. 41. That’s the Power of Product Focus. @simplybastow
  42. 42. Thank you! Let’s go for a and talk about product. Drop me a line at janna@prodpad.com or say hi at @simplybastow Weeeeee!

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