beyond your bright idea: a guide to market-driven product development
DESCRIPTION
This session was presented by Torrie Adams, Product Manager at Kickboard. Find out more at http://www.kickboardforteachers.com.TRANSCRIPT
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Beyond Your Bright Idea:A guide to market-driven product development
Torrie Adams, PMPProduct Manager, Kickboard
President, New Orleans Women in Tech
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Some Bright Ideas(and some not so bright ones)
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+Pepsi Product History
Fountain soda1893
6 oz. bottles1904
12 oz. bottles1936
DietPepsi1964
Caffeine Free1982
Wild Cherry1988
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+Pepsi Product History
Fountain soda1893
6 oz. bottles1904
12 oz. bottles1936
DietPepsi1964
Caffeine Free1982
Wild Cherry1988
Pepsi AM (1989)Pepsi Raging Raspberry (1991)Crystal Pepsi (1992)Pepsi Candy (1999)Pepsi Blue (2003)Pepsi Vanilla (2003)
Pepsi Clear (2005)Pepsi Lime (2005)Pepsi Fresh (2007)Christmas Pepsi (2007)Pepsi Summer Mix (2007)Pepsi Natural (2009)
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+37 Signals / Basecamp
Web design firm1999 Basecamp
2004Ruby on Rails2004
2005Ta-da List
WriteboardBackpack
2006BackpackCampfireThe Job Board
Highrise 2007
2009Sortfolio
Basecamp 2.02012
2013Know Your Company
We Work Remotely
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So how do we remain innovative, while protecting our bottom line?
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+Market-Driven vs. Market-DrivingUnderstand customer (and potential customer) needs and satisfy them.
Fulfill needs that the customer doesn’t even realize exist.
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+Self Assessment
Where do your product ideas come from?
Sales team Engineering team CEO Customer interviews, focus groups, &
surveys
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+Self Assessment
Do you feel like you’re stuck? Doing incremental enhancements with no
clear end goal Feeling hostage to your customers Not believing in what you do In your current market, with no idea of how
to break out
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+Market-DrivenProduct Development
Understanding & satisfying needs: Listening Managing expectations Translating to profit
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“You’re not listening to me!”
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+Where to Listen
Data
Surveys
Conversations
Focus Groups / User Groups
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+How to Listen
Go beyond simply hearing
Validate assumptions, but don’t try to convince
Manage expectations
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+When we hear
I need ABC.
And 123.
And also XYZ.
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+When we listen
I need ABC.
What problem are you looking
to solve with ABC?
Well it’s to fix this issue
downstream with…
Underlying Need
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+Ass + U + Me
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+Bias Check
Leading with assumptions: Do you drink soda? Would you say that you
like to live a healthy lifestyle?
Wouldn’t you prefer to drink a Pepsi that is free of coloring additives, or would you prefer one that has artificial coloring?
Validating the facts: Do you drink soda? What type of soda do
you prefer? How many sodas per
day do you drink? If I replaced those
sodas with a clear Pepsi, what would your reaction be? Why?
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“Your opinion, while interesting, isn’t relevant.”
- Pragmatic Marketing
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Key Point Be cautious not to bias your research
with your assumptions.
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Exercise
Free Market Research!
Write down 3 questions that you
need validated from our audience.
We’ll take 3 people to share.
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+Managing Expectations
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+Listening Has a Down Side
I need this.
I need this other thing.
I need something
else!
Backlog
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+Managing expectations
Setting up for disappointment
“Definitely!”
“I hear that a lot.”
“That’s a really good suggestion!”
“I’ll send that to the development team.”
A better approach
“Thank you for the feedback.”
“Thanks for sharing your concerns.”
“That’s not where we’re focusing in the near future, but I’ll record it so it can be considered if we circle back to that area.”
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Exercise
Think of a story where expectations got out of control
and/or
Prepare some canned statements that you can use to let people
down softly.
We’ll take 3 people to share.
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+Profit
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+Translating into profit
I need ABC.
Market research
Req/Spec/
Design
Feature rollout
$$ Resell $$