Build more valuable products

There's more to creating value than designing clever features.

Transcript

1. BUILD PRODUCTS More valuable @armstrong
4. Twice as Niice. 2
9. THE TEAM
10. THE TEAM Marketing
11. THE TEAM Marketing Development
12. THE TEAM Marketing Development Design Biz dev Sales Finances
13. BUILD IT AND THEY WILL COME
14. BUILD IT AND THEY WILL COME ...is Bullsh!t
15. VISITORS You’re interesting. IF YOU HAVE…
16. VISITORS USERS You’re interesting. You’re useful. IF YOU HAVE…
17. VISITORS USERS CUSTOMERS You’re interesting. You’re useful. You’re valuable. IF YOU HAVE…
18. MINIMUM VIABLE PRODUCT
19. MINIMUM VIABLE PRODUCT Valuable
20. Useful ≠ Valuable Your most active users may not be your best customers
21. How do we make products valuable?
22. DEFINE 1 How do we make products valuable?
23. DEFINE COMMUNICATE 1 2 How do we make products valuable?
24. How do we make products valuable? DEFINE COMMUNICATE CAPTURE 1 2 3
25. DEFINE 1 COMMUNICATE 2 CAPTURE 3 How do we make products valuable?
26. Value propositions are hard.
27. TYPES OF VALUE
28. UTILITY CONVENIENCE ECONOMIC SOCIAL EMOTIONAL TYPES OF VALUE This is mandatory. This will make my life easier. This will make/save me money. This will get me a promotion. This makes me feel fulfilled.
29. UTILITY CONVENIENCE ECONOMIC SOCIAL EMOTIONAL TYPES OF VALUE This is mandatory. This will make my life easier. This will make/save me money. This will get me a promotion. This makes me feel fulfilled.
30. UTILITY CONVENIENCE ECONOMIC SOCIAL EMOTIONAL TYPES OF VALUE This is mandatory. This will make my life easier. This will make/save me money. This will get me a promotion. This makes me feel fulfilled.
31. UTILITY CONVENIENCE ECONOMIC SOCIAL EMOTIONAL TYPES OF VALUE This is mandatory. This will make my life easier. This will make/save me money. This will get me a promotion. This makes me feel fulfilled.
32. UTILITY CONVENIENCE ECONOMIC SOCIAL EMOTIONAL TYPES OF VALUE This is mandatory. This will make my life easier. This will make/save me money. This will get me a promotion. This makes me feel fulfilled.
34. CONVENIENCE ECONOMIC UTILITY SO CIAL EMOTIONAL
35. CONVENIENCE ECONOMIC UTILITY SO CIAL EMOTIONAL CONVENIENCE ECONOMIC UTILITY SO CIAL EMOTIONAL
36. We’re wasting $100K/year in time creating presentations.” “ “ — NIICE CUSTOMER, LARGE COMPANY
37. We’re wasting $100K/year in time creating presentations. …and even if we’re not, I’m so f$%!ing done with Powerpoint!” “ — NIICE CUSTOMER, LARGE COMPANY
38. CONVENIENCE ECONOMIC UTILITY SO CIAL EMOTIONAL OUR VALUE
39. DEFINE 1 COMMUNICATE 2 CAPTURE 3 How do we make products valuable?
40. DEFINE 1 COMMUNICATE 2 CAPTURE 3 How do we make products valuable?
41. Marketing + Product COMMUNICATE VALUE
42. Marketing = Stories People buy stories, not products.
45. DIFFERENT Vs BETTER
49. If you’re trying to sell me a file-sharing tool, I can tell you we have one of those already.” “ — IT GUY, LARGE AGENCY
51. Existing customers want better. New customers want different.
54. Product = Signals It needs to look like what it is.
58. IT! YOU’LL FLOAT TWO! STARRING BILL HADER AS RICHIE
59. People expect an email client to work a certain way. Our unique features made us too different. They made the interface unfamiliar ” “ https://blog.hiri.com/a-novel-approach-to-onboarding-4a6c952a3e62 — DAVID POWER, HIRI.COM
61. PEOPLE AREN’T STUPID. They’re busy.
62. Marketing + Product COMMUNICATE VALUE
63. Stories + Signals COMMUNICATE VALUE
64. DEFINE 1 COMMUNICATE 2 CAPTURE 3 How do we make products valuable?
65. DEFINE 1 COMMUNICATE 2 CAPTURE 3 How do we make products valuable?
66. Scarcity is a multiplier of value No scarcity, no value
67. ARTIFICIAL SCARCITY
68. Pro Studio 9 /mo $ 19 /mo $ Unlimited boards Unlimited exports Unlimited image uploads Guest collaboration Dropbox two-way sync All Pro features Support for Video upload, PDFs, Photoshop, Illustrator, Powerpoint & Word files, RAW photos and more! PER USER PER USER
71. Reducing expenses too expensive price Money is tight at the minute Not busy enough for the expense right now Too expensive, sadly. BUDGET Cost. Too costly per month. Pinterest is just too good and free :( I can’t afford it. Our team don’t use it enough to warrant the budget. REASONS FOR CANCELLING
72. Reducing expenses too expensive price Money is tight at the minute Not busy enough for the expense right now Too expensive, sadly. BUDGET Cost. Too costly per month. Pinterest is just too good and free :( I can’t afford it. Our team don’t use it enough to warrant the budget. REASONS FOR CANCELLING They were all paying $9/mo.
73. You can’t sell to someone who can’t buy.
74. How do we make products valuable? DEFINE COMMUNICATE CAPTURE 1 2 3
75. THE PRODUCT HASN’T CHANGED, THE VALUE HAS.
76. VALUE ISN’T FEATURES.
77. Thankyou! ANY QUESTIONS? @armstrong @niiceapp niice.co