Jonathan Arad 13.9.2018 

Jonathan Arad • Director Product Management @ • Previously VP Product and Marketing @ Creditplace • Founder of two B2C companies • Setoo – InsurTech, parametric insurance platform, B2B2C. [email protected] 

How is this going to work… • B2B VS. B2C big differences • Distil one (of many) conclusion from each • Show use case • Lesson to learn – pragmatic. Website – Product 

The big 3 – B2B VS. B2C • Core motivation • Emotion VS. Function • Complexity • Simple VS. Complicated • Goals • Growth VS. Adoption …there are many more 

1. Emotion VS. Function • User Feeling centric VS. User Problem centric • Emotions – colors, fonts, texts, buttons, placement • Functional – feature prioritization • Early stage forgiveness • It’s a big MVP, but we only care if it works • It’s a small MVP, but It has to look perfect • The user is not the buyer • Website – converge to leads (to sales) • Product – converge to usage (product marketing) 

1. Emotion VS. Function example - Optibus 

1. Emotion VS. Function key take-away • First stages – Functionality is key • Solve user’s problem • Later stage – make it look good 

2. Complexity – Simple VS. Complicated • What is the state of Russia in a single word? • One user VS. many users • One product different users – stages of a process, different stakeholders • Users’ complexity, entities’ complexity • Intuitive VS. Problem solving • B2C – The user has to figure it out • B2B – Support, training, on-boarding, customer success • One product fits all VS. flexible offering – pricing, functionality • Content – Must VS. Nice to have 

2. Complexity – Simple VS. Complicated example - SAP 

2. Complexity – Simple VS. Complicated key take-away • No fear of complicated products, processes, on-boarding • On-boarding, support • Invest time and effort in UX (not UI) – it’s hard! 

3. Goals – Growth VS. Adoption • Specifically relevant for early stage • Market size dictates strategy • Virality and retention VS. Sales and adoption • Product marketing • B2B – rare and delicate (user is not the buyer) • B2C – must 

3. Goals – Growth VS. Sal Adoption example – Aha! 

3. Goals – Growth VS. Adoption key take- away • Total focus on solving a problem • The flow, process, functionality • No need for product marketing/network effects/virality… • Make things generic and customizable • Scalable – hard when it’s not one size fits all 

The big 3 • Core motivation – Emotion VS. Function • Focus on functionality, be pragmatism • Complexity – Simple VS. Complicated • Invest in UX – understand how different users will use the product • In B2B, complex is not your enemy • Goals – Growth VS. Adoption • Don’t worry about product marketing features • Make things scalable (not tailored) 

Thank you.
 
 
 
 
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