“a playbook for achieving product-market fit” by dan olsen

A Playbook For Achieving Product- Market Fit

Dan Olsen Oct 27, 2017

Spiderman’smo.o:“Withgreatpowercomesgreatresponsibility”


ProductManager’smo.o:



ProductManager’smo.o:


“WithgreatresponsibilitycomesNOpower”


WhatisProduct-Market

Fit?

That’sWhyIWrote


n  BookgiveawayonTwiJern  Tweet:include@danolsenn Hashtags

#prodmgmt#leanstartup#producNzed

That’sWhyIWrote


TheProduct-MarketFitPyramid

TheLeanProductProcess


1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds3. DefineyourvalueproposiNon4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers


TransportaNonwithin100milesofmyhome

SoccerMom

SpeedDemon

Carrykids&gearSafetyFueleconomy

GofastLookscoolMakesmelookcool

TargetCustomerHasDisNnctNeedsHigh-levelneedTargetCustomer

Detailedneeds

IdealProduct

SoccerMom SpeedDemon

ProblemSpacevs.SoluNonSpace


ProblemSpacevs.SoluNonSpaceProblemSpacen  Acustomerproblem,needorbenefitthattheproductshouldaddress

n  Aproductrequirement




SoluNonSpacen  AspecificimplementaNontoaddressthecustomerneedorrequirement


Examplen  Abilitytowriteinspace(zerogravity)





Spacepen:$1MR&Dcost






Russians:pencil

Spacepen:$1MR&Dcost






Problemvs.SoluNonSpace:ProductLevel

ProblemSpace(userbenefits)

SoluNonSpace(product)





TurboTax





TurboTax

TaxCut





TurboTax

TaxCut

Prepare my taxes





TurboTax

TaxCut

Pen and paper

Prepare my taxes





Prepare my taxes





Prepare my taxes

Check my taxes





Prepare my taxes

File my taxes

Check my taxes





Prepare my taxes

File my taxes

Check my taxes

Maximize my deductions





Prepare my taxes

File my taxes

Check my taxes

Maximize my deductions

Reduce my audit risk


ProblemSpace

Problemvs.SoluNonSpace:FeatureLevel


ProblemSpace



Help me prepare taxes

ProblemSpace





ProblemSpace



Check my return



ProblemSpace



Check my return



Empowerment/ Confidence

ProblemSpace



Check my return




Save Time

ProblemSpace



Save time preparing taxes

Check my return




Save Time

ProblemSpace



Save time filing taxes


Check my return




Save Time

ProblemSpace





Check my return




Save Time

Save Money

ProblemSpace





Maximize my tax deductions

Check my return




Save Time

Save Money

SoluNonSpaceProblemSpace






Check my return




Save Time

Save Money







Check my return




Save Time

Save Money

Tax Interview Wizard







Check my return




Save Time

Save Money


Audit Risk Analyzer







Check my return




Save Time

Save Money


Audit Risk Analyzer

Tax Return Error Checker







Check my return




Save Time

Save Money


Audit Risk Analyzer


Tax Data Downloader







Check my return




Save Time

Save Money


Audit Risk Analyzer


Tax Data Downloader

Electronic Tax Return Filing







Check my return




Save Time

Save Money


Audit Risk Analyzer


Tax Data Downloader

Electronic Tax Return Filing

Tax Deduction Finder

PrioriNzingNeeds:Importancevs.SaNsfacNonIm

portanceofU

serN

eed

UserSaNsfacNonwithCurrentAlternaNvesLow High

Low

High



portanceofU

serN

eed


Low

High

NotWorthGoingAher



portanceofU

serN

eed

UserSaNsfacNonwithCurrentAlternaNves

CompeNNveMarket

Low High

Low

High

NotWorthGoingAher



portanceofU

serN

eed


Low

High



portanceofU

serN

eed


CompeNNveMarket

Low High

Low

High

NotWorthGoingAher



portanceofU

serN

eed


CompeNNveMarketOpportunity

Low High

Low

High

NotWorthGoingAher



portanceofU

serN

eed


Low

High


CreaNngCustomerValue


Impo

rtanceofU

serN

eed

UserSaNsfacNonwiththeProductLow High

Low

High



Impo

rtanceofU

serN

eed


Low

High

Area=CustomerValueCreated



Impo

rtanceofU

serN

eed


Low

High

Area=CustomerValueCreated

Area=OpportunitytoCreateCustomerValue

UsersRated13KeyFeaturesinaSurvey



Great



Great

Bad



Recommendedreading:“WhatCustomersWant”byTonyUlwick

Great

Bad


KanoModel:UserNeeds&SaNsfacNon


KanoModel:UserNeeds&SaNsfacNon

Neednotmet

Needfullymet


KanoModel:UserNeeds&SaNsfacNonUserSaNsfacNon

UserDissaNsfacNon

Neednotmet

Needfullymet



UserDissaNsfacNon

Performance(moreisbeJer)

Neednotmet

Needfullymet



UserDissaNsfacNon


Neednotmet

Needfullymet

MustHave



UserDissaNsfacNon


Delighter(wow)

Neednotmet

Needfullymet

MustHave



UserDissaNsfacNon


Delighter(wow)

Neednotmet

Needfullymet

MustHave

Needs&featuresmigrateoverNme


WhatisYourValueProposiNon?

n Whichuserbenefitsareyouproviding?n HowareyoubeJerthancompeNtors?MustHaveBenefit1

PerformanceBenefit1

PerformanceBenefit2

PerformanceBenefit3

DelighterBenefit1

DelighterBenefit2



n Whichuserbenefitsareyouproviding?n HowareyoubeJerthancompeNtors? CompetitorA Compe:torB You

MustHaveBenefit1

PerformanceBenefit1

PerformanceBenefit2

PerformanceBenefit3

DelighterBenefit1

DelighterBenefit2



n Whichuserbenefitsareyouproviding?n HowareyoubeJerthancompeNtors? Compe:torA Compe:torB You

MustHaveBenefit1 Y Y

PerformanceBenefit1 High Low

PerformanceBenefit2 Low High

PerformanceBenefit3 Med Med

DelighterBenefit1 Y -

DelighterBenefit2 - -



n Whichuserbenefitsareyouproviding?n HowareyoubeJerthancompeNtors? Compe:torA Compe:torB You

MustHaveBenefit1 Y Y Y

PerformanceBenefit1 High Low Med

PerformanceBenefit2 Low High Low

PerformanceBenefit3 Med Med High

DelighterBenefit1 Y - -

DelighterBenefit2 - - Y


WhatisanMVP?


TheLeanProductProcess:MarkeNngReport.comCaseStudy


MarkeNngReport.comCaseStudyn Myclient(CEO)hadanewproductidean Team:me,CEO,VPmarkeNng,UIdesignern Goals

n  Seeifbusinessopportunityexistsn  Dosoquicklyandinexpensively(nocoding)

n “MarkeNngreport” wouldletconsumerscontrolthedirectmailthattheyreceive

n Analogoustocreditreport


MappingOutCustomerBenefits




Learn why I receive the junk

mail I receive




mail I receive

Marketing Report

Marketing Score

Marketing Profile




mail I receive

Money Saving Offers

Compare Yourself to Others

Social Networking

Marketing Report

Marketing Score

Marketing Profile



Reduce Junk Mail


mail I receive

Money Saving Offers


Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees



Reduce Junk Mail


mail I receive

Money Saving Offers


Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees

“MarkeNngShield”Concept



Reduce Junk Mail


mail I receive

Money Saving Offers


Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees


“MarkeNngSaver”Concept

LearningfromFirstWaveofUserTests


Reduce Junk Mail


mail I receive

Money Saving Offers


Social Networking

Marketing Report

Marketing Score

Marketing Profile

Save Trees

Legend

Strong appeal

Some appeal

Low appeal


“MarkeNngSaver”Concept


1. Determineyourtargetcustomer



1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds



1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds3. DefineyourvalueproposiNon



1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds3. DefineyourvalueproposiNon4. SpecifyyourMVPfeatureset



1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds3. DefineyourvalueproposiNon4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype



1. Determineyourtargetcustomer2.  IdenNfyunderservedcustomerneeds3. DefineyourvalueproposiNon4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomersLearnandIterate


obrigado!

@danolsendan-olsen.comBooksigningtableduringahernoonbreak

“a playbook for achieving product-market fit” by dan olsen

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