Product Development - AIESEC UNWE LIS April 2014
-
Upload
vladislav-velkov -
Category
Small Business & Entrepreneurship
-
view
111 -
download
0
description
Transcript of Product Development - AIESEC UNWE LIS April 2014
![Page 1: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/1.jpg)
![Page 2: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/2.jpg)
![Page 3: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/3.jpg)
![Page 4: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/4.jpg)
![Page 5: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/5.jpg)
![Page 6: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/6.jpg)
Step #01
![Page 7: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/7.jpg)
![Page 8: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/8.jpg)
![Page 9: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/9.jpg)
How to
cheat
the Mom
![Page 10: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/10.jpg)
Example #01
![Page 11: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/11.jpg)
Son: Mom, mom, I have an idea for a business – can I run it by you
I am about to expose my ego – please don’t hurt my feelings.
![Page 12: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/12.jpg)
Mom: Of course dear.
You are my only son and I am ready to lie to protect you
![Page 13: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/13.jpg)
Son: You like your iPad, right? You use it a lot.
![Page 14: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/14.jpg)
Mom: Yes.
You led me to this answer, so here you go.
![Page 15: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/15.jpg)
Son: OK, so would you ever buy an app which was like a cookbook for your iPad?
I am optimistically asking a hypothetical question and you know
what I want you to say.
![Page 16: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/16.jpg)
Mom: Hmmm…
As if I need another cookbook at my age
![Page 17: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/17.jpg)
Son: And it only costs 40$ - that’s cheaper than those hardcovers on your shelf.
I’m going to skip that lukewarm signal and tell you more about my
great idea.
![Page 18: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/18.jpg)
Mom: Well…
Aren’t apps supposed to cost a dollar?
![Page 19: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/19.jpg)
Son: And you can share recipes with
your friends and there is an iPhone app which is your shopping list. And video of that celebrity chef you
love.
Please just say YES, I will not leave you alone until you do.
![Page 20: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/20.jpg)
Mom: Oh, well yes honey, that sounds amazing. And you are right 40$ is a good deal. Will it have pictures of the recipes?
I have rationalized the price outside of a
real purchase decision, made a non-
committal compliment and offered a
feature request to appear engaged.
![Page 21: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/21.jpg)
Son: Yes, definitely. Thanks mom – love you!
I have completely mis-interpreted this conversation and taken it as a
validation.
![Page 22: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/22.jpg)
Mom: Won’t you have some lasagna?
I am concerned that you won’t be able to afford food soon.
![Page 23: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/23.jpg)
![Page 24: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/24.jpg)
Example #02
![Page 25: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/25.jpg)
Son: Hey mom, how’s that new iPad treating you?
![Page 26: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/26.jpg)
Mom: Oh I love it! I use it every day.
![Page 27: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/27.jpg)
Son: What do you usually do on it?
Whoops, we asked a generic question, so answer to this probably
won’t be terribly valuable.
![Page 28: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/28.jpg)
Mom: Oh, you know. Read the news, play sudoku, catch up with my friends. The usual.
![Page 29: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/29.jpg)
Son: What’s the last thing you do on it?
Get specific about examples in the past to get real concrete data.
![Page 30: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/30.jpg)
Mom: You know your father and I are planning that trip? I was figuring out where we could stay.
She uses it for both entertainment and utility, which didn’t come up
during the “usually” answer.
![Page 31: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/31.jpg)
Son: Did you use an app for that?
A slightly leading question, but sometimes we need to nudge to get
to the topic we are interested in.
![Page 32: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/32.jpg)
Mom: No, I just used Google. I didn’t know there was an app, what is it called?
Younger folks use App Store as a search engine, whereas your mom waits for a specific recommendation. If that’s true more broadly, finding a reliable marketing channel outside the App Store is going to be crucial.
![Page 33: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/33.jpg)
Son: Where did you find out about the other ones you use?
Dig into interesting and unexpected answers to understand the behaviors
and motivations behind them
![Page 34: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/34.jpg)
Mom: The Sunday paper has a section on the apps of the week.
You can’t remember the last time you
cracked open a paper, but it sounds like
traditional PR might be a viable option
for reaching customers like your mom.
![Page 35: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/35.jpg)
Son: Makes sense. Hey, by the way, I saw a couple new cookbooks on the shelf – where did those come from?
Business idea usually have several failure points. Here it’s both the
medium of an iPad app and the content of a cookbook.
![Page 36: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/36.jpg)
Mom: They’re one of those things you just end up getting at Christmas. I think Merry gave me that one. Haven’t ever opened it. As if I need another lasagna recipe at my age!
Aha! This answer is gold dust for 3 reasons: 1. Old
people don’t need another generic set of recipes; 2.
The gift market may be strong; 3. Younger cookers may be a better customer segment since they don’t
yet know the basics.
![Page 37: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/37.jpg)
Son: What’s the last cookbook you did buy for yourself?
Attack generic answer like “I don’t buy cookbooks” by asking for specific
examples.
![Page 38: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/38.jpg)
Mom: Now that you mention it, I bought a vegan cookbook about 3 months ago. Your father is trying to eat healthier and though my veggies could benefit from a pinch more zazz.
More gold: experienced chefs may still buy specialized or niche
cookbook.
![Page 39: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/39.jpg)
![Page 40: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/40.jpg)
![Page 41: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/41.jpg)
Do you think it’s a good idea?
![Page 42: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/42.jpg)
Do you think it’s a good idea?
Opinions are worthless
![Page 43: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/43.jpg)
Would you buy a product which did X
![Page 44: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/44.jpg)
Would you buy a product which did X
Anything involving the future in an
over-optimistic lie.
![Page 45: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/45.jpg)
How much would you pay for X
![Page 46: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/46.jpg)
How much would you pay for X
People will lie to you if they think
it’s what you want to hear.
![Page 47: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/47.jpg)
What would your dream product do?
![Page 48: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/48.jpg)
What would your dream product do?
People know what their problems are, but they don’t know hot to solve them.
![Page 49: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/49.jpg)
Why do you bother?
![Page 50: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/50.jpg)
Why do you bother?
You are shooting blind until you
understand their goals.
![Page 51: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/51.jpg)
What are the implications of that?
![Page 52: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/52.jpg)
What are the implications of that?
Some problems don’t actually
matter
![Page 53: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/53.jpg)
Talk me through the last time that
happened
![Page 54: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/54.jpg)
Talk me through the last time that
happened
Watching someone do a task will
show you where the problems and inefficiencies really are, not where
the customer think they are.
![Page 55: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/55.jpg)
What else have you tried?
![Page 56: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/56.jpg)
What else have you tried?
If they haven’t looked for ways of solving it already they’re not going
to look for (or buy) yours.
![Page 57: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/57.jpg)
Is there anything else I should have asked?
![Page 58: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/58.jpg)
Is there anything else I should have asked? People want to help you, but rarely
do so unless you give them an
excuse.
![Page 59: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/59.jpg)
![Page 60: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/60.jpg)
![Page 61: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/61.jpg)
Before the meeting
• Choose focused, findable
segments
• Choose 3 learning goals • Think about next steps and
commitment
![Page 62: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/62.jpg)
During the meeting
• Frame the conversation
• Keep it casual
• Ask good questions
• Deflect compliments
• Take good notes
![Page 63: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/63.jpg)
Results
• Facts
• Commitment
• Update your beliefs and plans
![Page 64: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/64.jpg)
Step #02
![Page 65: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/65.jpg)
![Page 66: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/66.jpg)
![Page 67: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/67.jpg)
![Page 68: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/68.jpg)
![Page 69: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/69.jpg)
![Page 70: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/70.jpg)
![Page 71: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/71.jpg)
![Page 72: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/72.jpg)
![Page 73: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/73.jpg)
![Page 74: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/74.jpg)
![Page 75: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/75.jpg)
![Page 76: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/76.jpg)
![Page 77: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/77.jpg)
Formulate testable hypotheses
• Too Vague: Being known as an “expert” will
drive early adopters
• Specific and Testable: Blog post will drive >100 early sign-ups
![Page 78: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/78.jpg)
Create accessible dashboards
A business should be run like an aquarium, where everybody can see what’s going on.
- Jack Stack, The Great Game of Business
![Page 79: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/79.jpg)
Communicate learning early and often
• We thought (Hypotheses)
• Our Customers told us (Insights)
• Next Steps (Future Experiments)
![Page 80: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/80.jpg)
![Page 81: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/81.jpg)
![Page 82: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/82.jpg)
![Page 83: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/83.jpg)
![Page 84: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/84.jpg)
![Page 85: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/85.jpg)
![Page 86: Product Development - AIESEC UNWE LIS April 2014](https://reader034.fdocuments.in/reader034/viewer/2022051313/547d4ba8b4af9fa5158b52ea/html5/thumbnails/86.jpg)