why buy a feature online is a great market research tool
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Why Buy a Feature Online is a Great Market Research ToolTRANSCRIPT
www.conteneo.co © Copyright 2014 Conteneo, Inc. 1
Why Buy a Feature Online is a Great Market Research Tool
Luke Hohmann, Founder and CEO Conteneo, Inc.
www.conteneo.co
Summary
small feature
big feature
other feature
another feature
big featureeven more features
You have a list of features. You want to keep this small so you can release quickly.
We prioritize your features by engaging your customers in online games.
Our method provides you with actionable results. You get:
And your customers enjoy the process!
1. …2. …3. …4. …
A list of features ranked by your customers.
The reasons behind the ranking.
Customer feedback that shapes and improves the features.
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Agenda
• Traditional approaches to feature prioritization• Problems with traditional approaches• Buy a Feature• Benefits of Buy a Feature
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Traditional Approaches to Feature Prioritization
A single smart expert prioritizes on their own…
A small team negotiates the list…
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Problems with Traditional Approaches
Can the organization trust the instincts of the expert?
Small groups representing other organizations can slow down the process as they have to continually check with their organization.
Where is the “Voice of the Customer”?
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What We Want To Prioritize Features
• Lots of people actively engaged:Customers, Partners, Employees…
• A method that produces results!• What are the priorities?• What are the reasons behind the priorities?
• A method that improves the features!
• A method that customers will enjoy!
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How to Get a Group of People To Prioritize a List of features…
And Have Fun Doing It!
The Innovation Game® Buy a Feature
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Buy a Feature:
A Collaborative Prioritization Game!
• 12-20 items described in terms of benefits and costs
• 5 to 8 players given limited budget
• Purchased items represent shared priorities
• Chat logs shape resultsA Game ToPrioritize Stuff
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To illustrate how Buy a Feature works, let’s imagine you make coffee makers and you want to prioritize a list of potential features with a group of channel partners from around the world.
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First, You Will Load Items Into Our System
A list of features with prices. See any
you like?
“Shirt Sizes” help you quickly price your
features – or you can enter a price directly!
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Players are given a limited virtual budget to buy features.
Player bids.
Highly desired features are purchased through collaborative
negotiation.Players chat during the game providing you with rich insights that shape the features.
Players Collaboratively Purchase features
G
H
F
E
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Analyze Results to Identify the “What and Why” of Important features
G
H
F
E
ANALYZEWho purchased what?
How much did they bid?
Who negotiated with whom?
What did they say?
How did they shape the features?
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Play Several Games To Identify Trends
We’ve played 35 Coffee Maker games with more than 150 people from around the world. Here are the results.
The “red” bar means that in some games players spent MORE money than needed.
All data from the games can be downloaded into Excel for detailed
analysis.
These results are scaled based on the number of times an item was purchased.
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And yes, it is FUNV1-388 Luke Did you enjoy this experience?V1-388 Toni Yes - fun!V1-388 Greg Sure.V1-388 Greg I enjoyed it.V1-388 Vladimir thanks for the chance. B)V1-393 Luke Did you enjoy the experience? Would you be willing to play again in the
future?
V1-393 Tom yes, and yesV1-393 Mike Yes -- it was funV1-393 Sarah DefinitelyV1-393 Dominic Yes, and I think VersionOne are getting great info here
V1-393 Patrick I would be happy to play again.V1-394 Luke Team, are you now satisfied with your bids?V1-394 Mike YES!V1-394 Rene yupV1-394 Andre Indeed.V1-394 Jim I want more money!V1-394 Andre It was hard. But lots of fun. And yes, I want more money too - do you
take credit cards?
V1-394 Mike hahahaV1-394 Mike ok, gotta go guys.... it was fun
Chat log extracts from three games played to prioritize a
product backlog.
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Ian Culling, VersionOne CTO says:
“The basic prioritized results
held surprises”
“The rich information captured during the
game helped us understand the basis
for that prioritization”
“The conclusions and recommendations derived
from the results were incredibly insightful.”
“Our customers really enjoyed the experience and appreciated the opportunity
to have influence on our roadmap and priorities – in an
hour or less of their time.”
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We Use a Tournament For Large Numbers of Features
Example: Suppose you had 46 features. We would run a 5 game tournament. Since each game will have 7 players, you’ve just engaged 35 people!
small feature
big feature
other feature
another feature
46 features…
Game 1 15 features
Game 215 features
Game 3Winners of
games 1 & 2
Game 516 features
Game 51. …2. …3. …4. …
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To Increase ConfidenceRun Several Tournaments
Tournament-1 Winners Tournament-2 Winners Tournament-3 Winners
Business Continuity
Easy Contract Admin
Joint Browsing Joint Browsing
Dedicated Support
Improve Corporate Search Improve Corporate Search
Increase BRIC Sales
New User Interface New User Interface
Salesforce.com Integration
Diagnostic Tools Diagnostic Tools
Mobility Enablement Mobility Enablement Mobility Enablement
Product Help Integration
Single Sign On
Training Content on Web
Unified Pareto Process
Each Tournament produces a unique result based on the employees invited to play each game.
Patterns always emerge!
Three Tournaments will engage more than 100 of your global
customers!
Mobility Engagement is the obvious winner!
This is an example inspired by real features for a F500
company!
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Tournament Results & Benefits
• What: A prioritized list features.• Why: The reasons behind the priorities.• Who:Instead of asking a few leaders to
make the decision, our approach leverages the wisdom of your “customer crowd”.
• Engagement: Instead of a long and boring survey, your customers play a one hour game. They enjoy the chance to collaborate with other customers!
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Want To Learn More?
• Visit us at: www.conteneo.co.• Contact us at [email protected]. • Call us at (408) 529-0319.• Share this deck.
www.conteneo.co © Copyright 2014 Conteneo, Inc. 21
Our Core Team
• Luke Hohmann, CEO & Founder• CEO & Founder, Enthiosys• VP Engineering, Aurigin Systems• 1982 US National Junior Pairs
Figure Skating Champion
• Laura Richardson, VP Sales• Managing Partner, Uptime• Dir. Business Dev., E-Color• Little League Ump & Tough
Mudder Competitor
• Dan O’Leary, CTO• VP Engineering, Callidus Software• Staff Engineer, Sun Microsystems• Fender Stratocaster Devotee
• Tami Carter, VP Marketing• GM Tech Web/SD Events• Managing Editor, UBM• Poet, Lifeguard & Coal Miner’s
Daughter
• Sue Cook, VP Prof. Services• Owner, Spearfish Innovation• VP Global Operations, HP• Co-Founder Mont Blanc Ladies
Literary Guild and Trekking Society
Advisors & Investors:• Verne Harnish, Founder & CEO, Gazelles• Paul Gemeraad, President of Intellectual Assets, Inc.• Chris Matts, Financial Systems Consultant• Harry Max, Vice President of Experience Design for Rackspace
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The Book That Started It All
Collaborative PlayIs the Better Way
www.conteneo.co © Copyright 2014 Conteneo, Inc. 23
Luke HohmannFounder & CEO, Conteneo, Inc.
480 San Antonio Road, Suite 202Mountain View, CA 94040mobile: (408) [email protected]