WEEK 6

Product Plan Workshop

The Steps

Audience Considerations

Who is underserved in your market of choice?What tribes are picking up that would benefit

from your product?Who would appreciate your corporate values?What is a logical way to segment your

audience based on your product?

Choose a Target Market & describe the Segmentation Factors used to define it.

That’s just the 1st Step!

Now get to know them inside-out: What are their greatest challenges? What are their dreams and desires? What do they love? What do they hate? What is their routine? Where do you find them?

Put yourself into the shoes of your Target Market. Search the web for answers to your problems to

see what else is out there.

Personas

When your product is web, user personas are a great way to create a thorough profile of your consumer. Fictionalized person that represents a large portion of

your target market Identifies common patterns of behaviour and

characteristics (usually through interviews) It allows you to put a face to the person you are trying

to serve

Personas

Questions to answer: What is their skill level

on the web? Where are they when

they are using your site? What is their primary

task on your website? What is their emotional

state when on your website?

What are the defining characteristics about them?

Create your Persona

Turn your Target Market into a real person with characteristics that represent the majority of your audience. Answer the questions from the

past few slides for this persona by putting yourself into their shoes.

Find 1-2 other websites that this persona would frequent on a regular basis to gain insight on

how they use the web.

SHARE YOUR PERSONAS WITH YOUR TABLES & HAVE YOUR GROUP MATES MAKE SUGGESTIONS OF

THINGS YOU MAY HAVE MISSED.

Get some Feedback

Website Goals: Building the Product

What is the primary function of your website? Educate Entertain Inform Sell Product Facilitate

How do you want to convert your visitors into customers? Hard Conversions: Sales, subscriptions Micro Conversions: Request info, watch video,

comment

e-Publications will be one of these!

Draw out your Visitor’s Path

Other Considerations

How do you reduce risk for your visitors?Anticipate reasons your visitors might leave

the site or decide not to sign upWhat is unique about the decision making

process: Of your persona/target market? For your particular offering?

Identify the main goal of your website.What are the biggest risks and objections in the

mind of your audience?

Product Decisions

Core ProductCore Product

Added Feature 3

Added Feature 2

Added Feature 1

Added Feature 4

Now build some added offerings

around your core product to develop a

unique web experience for your

persona.

Time to Summarize

Refocus all of these decisions into a statement that includes the following: Your business name Your audience The problem they have that you solve The main goal of your site How this fits into the big picture (your purpose)

Example

My website, upandcomer.ca is a website for Canadian high school students and recent grads that do not know what career they want to pursue and are not aware of the options available to them.

The website educates the user on career paths in demand, what it takes to succeed, and how to test out various options. Our purpose is to create a future Canadian workforce that has passion and impact.

My website, upandcomer.ca is a website for Canadian high school students and recent grads that do not know what career they want to pursue and are not aware of the options available to them.

The website educates the user on career paths in demand, what it takes to succeed, and how to test out various options. Our purpose is to create a future Canadian workforce that has passion and impact.

PRESENT YOUR STATEMENT TO THE CLASS.

Get some Feedback

Now, the $$$

Three-Prong System (Psychotactics.com)

http://www.psychotactics.com/freethreeprong

What are your Pillars?

Partnerships

What strategic partnerships will allow you to make $ Selling their products Selling your products through them Selling your content/products to them Get creative!

Identify your pillars of income (advertising, memberships, etc.)

Identify at least one strategic partnership that can help you grow your business.

Now, about those Conversions

Now that you know your audience and product offerings, identify the hard and micro

conversions you are trying to guide your users through.

Put them in order to align with the user’s decision making process.

How will you Price?

Competition PricingMarketing Mix ConsistencyPolicies

Skimming vs. Penetration Flexible Pricing Relative to Market Price Lining Promotional Pricing Prestige Pricing

Choose a strategy for setting your

prices that supports your

product , positioning, and

audience decisions.

Now, what does it look like?

Your decisions should be clear in the layout and organization of your website.

Landing pages should have a hierarchy of importance that makes it clear what the user should do.

Every single thing on your website should support your goals and the user’s goals.

Information Architecture

Organization of the information in a way that supports the site’s purpose and goals and is intuitive to the user

Use of language that is meaningful to the userTechniques:

Sitemaps Card-sorting Handy PDF

Tools: OptimalSort

Identify the most critical information

on your website.Draft your top level

navigation.

Wireframe your Landing Page

Looking for:1.Calls to action that support your conversions2.Layout and headings support your brand3.All content relevant to your audience’s needs

Start Drawing!