Honeycomb webinar
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STATEMENT OF CONFIDENTIALITY: The Information contained in this document is proprietary to Tallwave LLC and is privileged and confidential. Tallwave provides this document with the understanding that it will be held in the strictest of confidence by Talk2Legends, its employees, associates, agents, and assignees. This document will not be disclosed, duplicated, or used for any purpose other than the evaluation of Tallwave qualifications for the proposed project. Any other uses, in whole or part, may be done only with prior written consent of Tallwave LLC Partners. Build a business, not just an app
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Transcript of Honeycomb webinar
STATEMENT OF CONFIDENTIALITY: The Information contained in this document is proprietary to Tallwave LLC and is privileged and confidential. Tallwave provides this document with the understanding that it will be held in the strictest of confidence by Talk2Legends, its employees, associates, agents, and assignees. This document will not be disclosed, duplicated, or used for any purpose other than the evaluation of Tallwave qualifications for the proposed project. Any other uses, in whole or part, may be done only with prior written consent of Tallwave LLC Partners.
Build a business, not just an app
Agenda
Building a successful company hard
Common Approach
- Waterfall
- Agile (Capital A)
Why A Different Approach is needed
What is the different approach
- Prototyping
- Branding
- User Acquisition
Don’t reinvent the wheel
Hi.
Scott Williams Lead Engineer
15 Years development experience@swilliams
Jesus Ramirez VP of Product, Tallwave Capital
AdvisorProduct designer, entrepreneur, problem
solver@jeezramirez
Building a successful app is hard.
Building a successful business
REALLY FREAKING hard
But it still starts with the product
Why so difficult?
More apps flood the market every day
1,874,615 apps currently in app store.
And it’s accelerating!
Quality of products keep rising
The culprits — today’s products are reaaally good.
Why are they so good?
Startup products, circa 2000Sales Team
\
Build credibility with prospects & close deals
Product Manager
Build relationship and empathy with customers
Marketing Team
Build awareness, promotions, acquire new leads
Customer Support Team
Keep customers happy & address concerns
Startup products, circa 2000
must clean baby every time he soils himself
must bathe and dress baby
you need to find food and feed baby
you need to groom baby so he’s presentable in public
Jump forward → Startup products, 2015
Build credibility with prospects &
close leads
Build relationship and empathy with
customers
Keep customers happy and address
concerns
Build awareness, promotion and
acquire new leads
Products these days have to be self-sustaining on day 1!
Feed myself, clean myself, dress myself….
So how does this affect how we build apps?
Process, process, process.
Waterfall
Good for bridges, not so much for software
Plan
Build
QA
Design
Waterfall!!??
The Church of Agile
Are you an Enterprise consultant? Go Agile
1, 2, 3, 5, 8, 13, 20...BURNDOWN!
STAND-UPBACKLOG
SCRUM
VELOCITY
There’s more to a Product than just
building it.
An Anecdote
Good idea + Good design + Good development = $
Right?
“Simplify your Photography Business”
An Anecdote
The Problem
What you think you can do
What you actually CAN do
It seems that perfection is attained not when there is nothing more to add, but when there is nothing more to remove.
—Antoine de Saint Exupery
Time
Chan
ce o
f Fai
lure
*not to scale
Time is not on your side
You are here
Move Fast
Or
I BUILD. I ITERATE. I BUILD AGAIN.
The other problem?
What everyone thinks will happen: Unicorns and Rainbows
What actually happens: Zombies and Ghost Towns
How are you going to acquire first 100/1000/10,000 avid users?
VS
How are you going to be worth $1 billion one day?
If You Build it...uh, no.
So how?
Be deliberate about acquiring users early
and building this into product
Here’s how these guys did it. You may have heard of them.
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Examples
File sharing invitations, referral codes and incentive split.
Apply with AngelList, Rapportive integration, Editable endpoints that allows company page owners to invite others or others to self-assign themselves to company page.
Craigslist hack allowed users to immediately post on CL—despite the fact that CL didn’t offer option.
Here’s how you can do it.
Acquire customers before product built● Early adopter signups● Landing pages (Unbounce.com, Launchrock)● Newsletters (SEOmoz)● Letters of intent (B2B / enterprise)
Single-Page Website Landing-PageSolution
Landing-PageSolution
● Event Pages○ User Launches○ Webinars
● Email Marketing Campaign destination
● Pay-per-Click Experiments○ Messaging Experiments○ A/B / Multivariate Tests
● Social Media Marketing Experiments
● Investor Landing Page● Interest Gathering● Lead Generation
○ Content offers● Talent / Recruitment Pages
Build in hooks ● Attention & Activate● Retention● Facilitate Growth & Referral
Activation Engagement ReferralInvitation from Friends (social integration)
I see friends on it (social login integration)
I see a stream of interesting things (discovery)
I see a big button just begging me to create my first post (activation goal).
Creating and sharing (core loop) is drop-dead simple
I get push notifications that bring me back to the app regularly
Word of Mouth is buzzing
app store photos, copy and ratings are compelling
Saw an interesting photo from someone on Social Networks (social integration)
Growing list of followers (investment)
Regular referrals / business from posts (income)
Personal sense of expression (intrinsic)
Where I communicate with my social sphere (involvement)
Search and invite my friends to join me (social integration)
Virality
Core Loop
Passive Engagement
Instagram’s Hooks
What are your product’s hooks?
Your product must build a relationship
with users
Not just about looks. It’s your personality that counts.
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Examples
Other messaging apps exist. But the the lighthearted and endearing messages, the giphy’s all add to the experience.
MailChimp’s voice and tone is critical to their customer experience. The messages and tone adapts to how a user is feeling, such as just having accomplished or completed a task.
Siri Easter eggs - "what's zero divided by zero?"
“Imagine that you have zero cookies and you split them evenly among zero friends. See? It doesn’t make sense. And Cookie Monster is sad that there are no cookies, and you are sad that you have no friends.”
Why?
Differentiate Yourself
Win Hearts & Minds with purpose & position
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Purpose Pay Dirt Position
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32+ A/B Testing products…...but only 1 clear winner.
5,000
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
Optimizely AdobeTarget
Monetate
Unique Page Views
Maxymiser Qubit VWO SiteSpect Unbounce Hp Optimost Webtrends Optimize
Top 10 Most Evaluated AB Testing Products Q3 2014
Here’s how you can do it.
Strong Positioning Statement
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
Customers:What do you do?
Investors:What do you do, what market are you in?
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
Customers:What’s in it for me?
Investor:What problem are you solving?
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
Customers:Is this product for me?
Investors:Who are your customers?
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
Customers:This need is already being met.Is there a better alternative for me?
Investors:Who else does this? What do customers do currently for this need?
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Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, Company X does unique differentiator(s).
Customers:Why should I care? Why should I switch?
Investors:How are you going to win?
Reasons to Believe
Tagline
Positioning Statement
Value Proposition
Differentiators
Customer Problems
Proof
Competition
Benefits
Customer Segments
Brand Story
Core Brand Values
Mission
Vision
Purpose
EXTE
RNAL
INTE
RNAL PU
RPO
SEPO
SITI
ON
Voice & tone
Why
How
What
Voiceandtone.com
Don’t reinvent the wheel
Use Your Tools
Sketchbohemiancoding.com/sketch
Paperinkwell.io
Open Sourcegithub.com/tallwave
Watch this space!
Use Your Tools
StrongloopMake an API
Heroku/AWS/AWSBoxDeploy servers
InvisionCollaborate on design
Kaleidoscope & TowerManage source code
XscopeFine-tune the visuals
Ionicons/Font Awesome/Noun ProjectIcons and Assets
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A different and smarter approach to building
web and iOS applications that weaves in user
testing, branding, and user acquisition
throughout.
Here’s how...
We’re obsessive about prototyping,
testing and iterating to ensure we’re
building a product users love.
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Traditional approach is to test the market AFTER launch
Most product concepts start
as a set of unvalidated
features
Traditional development shops are unconcerned or incapable of helping your refine your concept
As a result, you risk building unnecessary features that increase cost, push deadlines, create code debt and
clutter the user experience
Launch
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Tallwave Approach: Test and refine BEFORE building
We do this through a process of rapid prototyping, continuous user testing, refinement
and feature prioritization
We only build what users want and need. In some
cases, users help us imagine new features.
Launch
Your product is not just a product; it’s an extension of your brand and the primary
driver of growth and user acquisition.
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Silo’d, linear approach
Development: Silo’d approach to
developing an app
Design: If offered, always an afterthought, on the front-end
and tossed over the wallBranding & Positioning: Not offered OR always after product is built
User Acquisition: Most think has nothing to do
with product build
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Silo’d, linear approach
Development: MVP! MVP! MVP!
Design will surely fix it, right?
What the hell is Branding?
User Acquisition: Okay, now, how do we sell?
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Honeycomb Approach
Clean and intuitive visual and micro-interaction
Design
Clean, scalable, gorgeous web and app Development
The Brand, tone, voice and microcopy that resonates
with users
Product hooks that drive Customer Acquisition, retention
and referral at launch
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End result:
● World class visual and micro-interaction design● Well-architected, scalable technology infrastructure● A software application that’s fast, smooth and highly
responsive● A brand, tone and voice that resonates with users and is
woven throughout every part of your product● An application that is setup to acquire users and drive
growth at launch
