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Product Development

Founder’s Institute

Summer 2013

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Tour Guide

Dan Arkind

Founded JobScore, an 

online  jobs startup

15‐years recruiting,

mostly for startups

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Recruiter, built JobScore  for myself 

2003

 

Idea 

2006 Working product 

2008 Public Launch

2012 $1.5M

 run

 rate

Bootstrapped, no outside investment

Over 

$1M 

hard 

cash 

investment

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Software 

takes 

10 

years

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You are going to

create, sell and support 

some crappy software

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Products require 

behavioral change

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Feel the

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Focus on

 the

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Understand the

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Follow the

 

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No $$

 =

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It’s not

 easy

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It takes

 a team

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Product

EngineeringDesign

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everything

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Figure out what

you suck

 at

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Visual Design

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Quantitative Market Research

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(your cofounder)

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•Write the press release first

•Define

 the

 experience

•Write the FAQ  & help docs

Werner Vogels

CTO ‐ Amazon.com

Work backwards

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How do

 I figure

 out

 the

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Better feedback

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• Organize your thoughts

• Make sure it’s easy

• Cheap, quality feedback

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Do 

it 

manually

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Work with

 what

 you’ve

 got

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Invent as

 

little as 

possible

(stand on

 the

 shoulders

 of 

 giants)

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Steal shamelessly

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Build 

half a 

productnot a half ‐assed product

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Start Ugly

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Make it

 easy

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Don’t 

believe 

your own BS

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Get clicks

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You need

 them

 

anyway

Crop Callout

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TURK

it

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Question your 

questions.

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Definition 

Development Plan

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Listen

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Focus

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Trust your gut

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What you

 think

mattersdoesn’t matter

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What can

 we

 have

 working

 by the end of  the week?

By 

the 

end 

of  

the 

month?

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Advisory

Council

Introduction

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Treat your time as a precious, 

valuable commodity

$300 / hr

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Prioritize working software

Release early and often

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Be in the

same room

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Turn interviewees

 into advocates

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Write stuff  down 

and share it.

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Hiregreatwriters

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Have good

 taste:

No one cares more than you

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MinimumViable

Product

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For 

next 

time• Get them through the funnel and rick‐roll them

• Presentation Zen

• Show 3 buttons, only 1 works, see how often they click

• Cynthia Alvarez (now at yammer)

• Don’t make

 me

 think

 (Steve

 Krug)

• You need to learn how to persuade or code

• Make your mock up in powerpoint  – great for cropping, callouts, etc.

• It’s about data and questions (ask the right ones)

• Use data dashboards, g‐analytics, but also mixpanel, flurry

• Can run US‐only Surveys on Mechanical turk to get reactions too stuff 

• Also a great way to get content  – just ask querstions

• Pattern websites  – chris pointed at pttrns.com  – there are more.

• Usertesting.com is very powerful.