Janna Bastow – The Power of Product Focus (Turing Fest 2016)

Transcript

1. The Power of Product Focus @simplybastow // Turing Festival, Aug 2016
2. Hello! I’m Janna Bastow You can talk to me about product, or say hi at @simplybastow
3. (really nice product management tool)
4. 2010 Idea + hack project @simplybastow
5. 2010 2011 @simplybastow
6. 2010 2011 2012 Quit jobs @simplybastow
7. 2010 2011 2012 Launch product 2013 @simplybastow
8. 2010 2011 2012 2013 2014 Traction! @simplybastow
9. Swoosh! 2010 2011 2012 2013 2014 2015 @simplybastow
10. 2015: The year of faffing about Hiring (and unhiring) Some outside help Let’s try advertising! Events and outings Founder “hobbies” Should we raise money? Bonus: New product version @simplybastow
11. @simplybastow Uh oh… 2011 2012 2013 2014 2015
12. @simplybastow Plateau of Doom 2011 2012 2013 2014 2015
13. https://unicornfree.com/2013/help-my-saas-isnt-growing
14. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
15. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
16. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
17. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
18. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer
19. Ways to get rich 1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
20. Revelation: Just the process of thinking about funding was enough to prove we didn’t need it. @simplybastow
21. Idea: FOCUS on the product metrics that matter. @simplybastow
22. Our goal is to increase the trial-to-paid rate from 0% to 15%. @simplybastow
23. Our goal is to increase the trial-to-paid rate from 0% to 15%. That’s it. @simplybastow
24. Experiment #1: Shorten trial time. @simplybastow
26. 30 14
27. 30 14 7
28. Experiment #2: Gamify the trial. @simplybastow
29. Experiment #3: Persona-specific emails. @simplybastow
31. “Thank you for finding these edge cases!” Ian, Support at Drip
32. Experiment #4: Masterclass. @simplybastow
33. @simplybastow Wee! 2011 2012 2013 2014 2015 2016
34. But what about the money? @simplybastow
35. Ways to get rich 1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
36. Ways to get rich 1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer @simplybastow
37. Bonus experiment: Play with pricing. @simplybastow
38. Results Sky rocketing growth @simplybastow
39. Results @simplybastow Cash in the bank
40. Results @simplybastow Lots of customer love
41. Results @simplybastow Better company culture
42. That’s the Power of Product Focus. @simplybastow
43. Thank you! Let’s go for a and talk about product. Drop me a line at janna@prodpad.com or say hi at @simplybastow Weeeeee!