6 things that will kill your new product _bethtemple4u
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6 things that will kill your new product
2013
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I am on a mission to eradicate product failure!
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And I’m starting with you!
When you are building a new product doing any of
these 6 things will kill it:
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don’t know who your target market is
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‘Everyone’ is not the right answer.
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Is this your target market?
Or is this?
They aren’t the same!
Photo credit: micheleborba.com Photo credit: thenotmom.com
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ignore the need to have a value proposition
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It is shocking how many product teams can’t answer the simple question: why does it exist?
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It’s easy: just fill in the blanks
(Target market) ____________
uses ______ (product name) ______
for/to ____(statement of benefit) ______
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this is the critical part – it is why you are building the product
Hint: try it first using your favorite product
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not talking to customers early or often enough
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Talk to targeted customers (not friends or family). More importantly LISTEN.
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When to talk to customers
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Idea Assess/ Define
Design wireframes,
visual design
Build
Typical new product process
Talk to customers: behaviors, routines,
unmet needs
Talk to customers:
expectations, usage,
usability
Talk to customers:
usage, adoption
prototype, alpha/beta
multiple x’s multiple x’s
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build by committee vs. led by a product owner
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Ever heard the one about ‘too many cooks in the kitchen’? It’s why 4-star restaurants have 1 chef!
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This is committee
This is led by product owner
Photo credit: dailycaller.com Photo credit: eandt.theiet.org
Think: chaos vs. focused
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allow scope creep – because no one says ‘no’
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Can you do 10 things in 15 minutes as well as you can do 3? Same theory goes for new products.
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How scope creep kills new products
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Design Prototype Beta Launch
Timeline re-adjusted for added features
Introduction of new
features by internal staff
Re-adjusting, squabbling, long hours, delayed
launch, weakened morale, failed product
Prototype Beta Launch
Typical new product timeline
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overpromise and under-deliver
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If you use words to sell your product, something is missing in the experience.
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Words for hype
Words for trust
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In summary, you will not kill a new product
because you will:
1. Know who your target market is 2. Have a strong value proposition
3. Talk to customers early and often 4. Have a single product lead/owner
5. Learn to say ‘no’ to manage scope creep 6. Make clear promises and deliver on them
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Go forth and eradicate!
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Beth Temple bethtemple4u llc http://bethtemple4u.com
Let’s build your next new product together!
beth[at]bethtemple4u.com