the power of product focus - turing festival 2016
TRANSCRIPT
The Power of Product Focus
@simplybastow // Turing Festival, Aug 2016
Hello!
I’m Janna Bastow You can talk to me about product,
or say hi at @simplybastow
(really nice product management tool)
2010
Idea + hack project
@simplybastow
2010 2011@simplybastow
2010 2011 2012
Quit jobs
@simplybastow
2010 2011 2012
Launch product
2013@simplybastow
2010 2011 2012 2013 2014
Traction!
@simplybastow
Swoosh!
2010 2011 2012 2013 2014 2015@simplybastow
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
@simplybastow
Uh oh…
2011 2012 2013 2014 2015
@simplybastow
Plateau of Doom
2011 2012 2013 2014 2015
https://unicornfree.com/2013/help-my-saas-isnt-growing
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
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
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
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
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
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
Revelation: Just the process of thinking about funding was
enough to prove we didn’t need it.
@simplybastow
Idea: FOCUS on the product metrics that matter.
@simplybastow
Our goal is to increase the trial-to-paid rate
from 0% to 15%.
@simplybastow
Our goal is to increase the trial-to-paid rate
from 0% to 15%. That’s it.
@simplybastow
Experiment #1:
Shorten trial time.
@simplybastow
30
30
14
30
14
7
Experiment #2:
Gamify the trial.
@simplybastow
Experiment #3:
Persona-specific emails.
@simplybastow
“Thank you for finding these edge cases!”
Ian, Support at Drip
Experiment #4:
Masterclass.
@simplybastow
@simplybastow
Wee!
2011 2012 2013 2014 2015 2016
But what about the money?
@simplybastow
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
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
Bonus experiment:
Play with pricing.
@simplybastow
Results
Sky rocketing growth
@simplybastow
Results
@simplybastow
Cash in the bank
Results
@simplybastow
Lots of customer love
Results
@simplybastow
Better company culture
That’s the Power ofProduct Focus.
@simplybastow
Thank you!
Let’s go for a and talk about product.
Drop me a line at [email protected] or say hi at @simplybastow
Weeeeee!