Getting People To Care About Your Product

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No One Cares About Your ProductEpisode 10

www.stretchgoals.fm/ep10

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Challenge yourself to create ambitious goals as you start and grow your business.

Episode 10 - No One Cares About Your Product

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Robert Dickerson

Robert is the Founder and CEO of Mapout a mobile learning platform that uses video courses to educate customers and train employees. He helps companies develop and launch

products.

Scott Davis

Scott Davis is the Founder and CEO of MobX, a mobile development software agency. He has 20 years of experience developing software for Government, Finance, Sports and the

Telecommunications industry.

@RobDickersonJr @The_Scott_Davis



https://mapoutlearning.com/

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You spent weeks, months, or even years creating your product and then you get to launch day and no one signs up,

no one downloads your app.

Why does this happen and how can you avoid it?



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“I think the reason that people don't [care about your product] is because there's only so

much time in the day and everyone is just inundated with new products, new services,

and it's really impossible to keep up with those things.”

- Robert Dickerson



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Continually launch new

products and features.



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Reasons no one shows up1. People are not as emotionally connected to the product2. They do not understand why they need the product



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Why is it so hard to connect with people and get your product out there?



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“...even if you can get in front of someone, a lot of times, there might not be a big enough

need for them to go engage with your services.”

- Robert Dickerson



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Why are you special?

What makes you different?



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If you can meet the needs of people, they

will come back.

Put your product in places where

like-minded individuals will

see it.



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“[Launching] is not a one time event where you're gonna get tons of people signing up. It's an iterative process that you're gonna

work on for a long time to actually grow your business.”

- Robert Dickerson



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throttlehq.com● “Secure your inbox, protect your time, and get back to

doing what you love.” - throttlehq.com● Control email subscriptions and spam mail

“That's just an example of a service that I wasn't using. I thought it was a cool concept, but I never used it. And then all of a sudden, I'm

using it again. How did that happen? There was a need for it.”

- Scott Davis



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You never know how long it’s going to take to grow your customers and initial engagement.

You might get it in the back of their mind, but they might not use it until they have a need.

- Robert Dickerson



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How do you get them to come back?



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Does banging people over

the head really work for you?

How can you target a niche

area?

Can you pivot to increase customer

engagement?



Marketing Questions to Consider

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Snapchat’s nontraditional path to success● Initially struggled to get a broad user base● Originally targeted teens and photo sharing● Used feedback to iterate● Understood how people were actually using their app● Evolved their offering● Introduced the “story” concept● Now have hundreds of millions of users



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“...they were able to work through it and pivot and make changes and target different people to where

it became this organic shared experience.”

- Scott Davis

“...you need to be open minded to those types of things that you're able to pivot and grow your

product in a direction that people do care about.”

- Robert Dickerson



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Get something in people’s hands.

Make tweaks and changes before you invest too

much time.



The Importance of MVP’s

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“That's the biggest thing I see with MVP's. They want to make it perfect. MVP's aren't meant to be perfect.

They're meant to prove your idea and then make changes to your idea so that you get even more

customers.”

- Scott Davis



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“All you need is a couple of people

who care about your product and are

willing to pay for it.”

- Robert Dickerson



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We know why people can’t find products, because we’re saturated.

If you really want to be recognized, you have to make your service something

that other people want to share.

- Robert Dickerson



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The Share Threshold1. Useful product2. Professional quality3. Solves a problem4. Know others are interested5. Benefits the relationship in some way



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Push features and continuously get feedback to grow your product.



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As a developer, it’s important to think about marketing and sales.



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Is the concept of a focus group dead these days? The old school, like you sit in a room

with ten people. Is that dead?



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Find target audienceTEXT


Focus Group Benefits

Watch interactions Discover problems

Solicit feedback Determine key features

Fix problems and feature visibility


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“A lot of those products in my opinion are overpriced, but they do provide a lot of

context, how people are engaging, what are the hot zones, and all that good stuff. They're very pricey, but they provide invaluable data.”

- Robert Dickerson



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You really have to be prepared for an initial slow growth.



You can't expect hundreds of thousands of people to adopt your app immediately.

- Scott Davis

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“Don't be offended if people don't get it. That's what MVP's are for. Make a change. Make it apply to more people. And every single time

you put it out there, make more changes so it applies to even more people.”

- Scott Davis



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Handling rejection1. Don’t take it personally2. Use the feedback3. No feedback is not negative feedback4. Follow-up and find people who engage



“Your product is a creation of your vision and maybe you didn't understand what people really needed. That's fine. Your vision is just being modified a little bit to hit

more people. That's all it is.”

- Scott Davis

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Negative feedback1. Dig deeper2. Engage the person3. Figure out why they gave you that feedback



“If you engage them and you're positive with them, a lot of times they'll continue to try it and they can become an advocate of your product.”

- Robert Dickerson

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Share and market

What do do when people don’t care about your product.

Create a brand Find your audience

Get customer feedback Continuously engage Recognize it’s a long

term process



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Let us know how your product launches are going.

Share this podcast. Tell us what you like and don’t like.

stretchgoals.fm



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Getting People To Care About Your Product

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