janna bastow — the power of product focus (turing festival 2016)
TRANSCRIPT
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The Power of Product Focus
@simplybastow // Turing Festival, Aug 2016
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Hello!
I’m Janna Bastow You can talk to me about product,
or say hi at @simplybastow
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(really nice product management tool)
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2010
Idea + hack project
@simplybastow
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2010 2011@simplybastow
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2010 2011 2012
Quit jobs
@simplybastow
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2010 2011 2012
Launch product
2013@simplybastow
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2010 2011 2012 2013 2014
Traction!
@simplybastow
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Swoosh!
2010 2011 2012 2013 2014 2015@simplybastow
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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
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@simplybastow
Uh oh…
2011 2012 2013 2014 2015
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@simplybastow
Plateau of Doom
2011 2012 2013 2014 2015
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https://unicornfree.com/2013/help-my-saas-isnt-growing
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Ways to get rich1. More traffic2. More free trials3. More trial users signing up to pay4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
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Ways to get rich1. More traffic 2. More free trials3. More trial users signing up to pay4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 16: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/16.jpg)
Ways to get rich1. More traffic 2. More free trials3. More trial users signing up to pay4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 17: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/17.jpg)
Ways to get rich1. More traffic 2. More free trials3. More trial users signing up to pay4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 18: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/18.jpg)
Ways to get rich1. More traffic 2. More free trials3. More trial users signing up to pay4. Get users to buy bigger packages5. Get users to stick around longer
![Page 19: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/19.jpg)
Ways to get rich1. More traffic 2. More free trials3. More trial users signing up to pay 4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 20: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/20.jpg)
Revelation:Just the process of thinking about
funding was enough to prove we didn’t need it.
@simplybastow
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Idea:FOCUS on the product metrics that
matter.
@simplybastow
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Our goal is to increase the trial-to-paid rate
from 0% to 15%.
@simplybastow
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Our goal is to increase the trial-to-paid rate
from 0% to 15%.That’s it.
@simplybastow
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Experiment #1:
Shorten trial time.
@simplybastow
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30
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30
14
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3014
7
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Experiment #2:
Gamify the trial.
@simplybastow
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Experiment #3:
Persona-specific emails.
@simplybastow
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“Thank you for finding these edge cases!”
Ian, Support at Drip
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Experiment #4:
Masterclass.
@simplybastow
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@simplybastow
Wee!
2011 2012 2013 2014 2015 2016
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But what about the money?
@simplybastow
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Ways to get rich1. More traffic 2. More free trials✔ More trial users signing up to pay 4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 36: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/36.jpg)
Ways to get rich1. More traffic 2. More free trials✔ More trial users signing up to pay 4. Get users to buy bigger packages5. Get users to stick around longer
@simplybastow
![Page 37: Janna Bastow — The Power of Product Focus (Turing Festival 2016)](https://reader036.vdocuments.site/reader036/viewer/2022070519/58ecbb441a28aba7678b46b9/html5/thumbnails/37.jpg)
Bonus experiment:
Play with pricing.
@simplybastow
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Results
Sky rocketing growth
@simplybastow
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Results
@simplybastow
Cash in the bank
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Results
@simplybastow
Lots of customer love
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Results
@simplybastow
Better company culture
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That’s the Power ofProduct Focus.
@simplybastow
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Thank you!
Let’s go for a and talk about product.
Drop me a line at [email protected] or say hi at @simplybastow
Weeeeee!