Productization For Fun & Profit
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SLIDE MASTER – COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2009 It Axle Grease or Peanut Butt Productization for Fun & Profit
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Is it Axle Grease? Or Peanut Butter? If you have an idea, an IP, a product, or a full blown suite of products, you may be sitting on a goldmine. Productisation is the art of packaging what you sell (or could sell) in ways that optimize your potential market, improve your margins, and your bottom line. This interactive, hands-on session will create a case study from YOUR ideas. Come prepared to see your products in a completely new light.
Transcript of Productization For Fun & Profit
SLIDE MASTER – COVERPAGE
For more information, visit us at www.seomoz.org
All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2009
Is It Axle Grease or Peanut Butter?Productization for Fun & Profit
Axle Grease-Peanut Butter
• 3M – Post-It’s
• Mary Kay’s Skin-So-Soft
• Nylon – accidental pour
• Super glue
Only 3 Ways to Improve Sales
Sell more of it
Sell it to more people
Sell more stuff
Positioning
• Find niche markets
• Find the pain points
• Study TribalSpeak
Case StudyBackup Services
Get Real
• It’s a hosting service
• It’s a commodity
• There’s huge competition
Find the Niche Markets
• Doctors
• Dentists
• Attorneys
• Counselors
Speak to Their Pain Points
• They all need to:
• Keep data
• Keep it safe
• Keep it instantly accessible
Without changing a single process or product spec
MedServe – mission critical back up services for physicians, dentists, counselors, and the legal profession
Become the Brand Leader
… in medical/dental (and/or) legal/accounting backup services
So What, Gillian? That’s Just Marketing Copy
Ok, let’s try it again….
What Have I Got?
•Tools
•SEO knowledge
• Index of the Web
What Can I Sell?
• Tool-based products
• Information-based products
The Whole Enchilada
•SEOmoz PRO• 20+ tools• PRO Guides•Q&A•Discount Store
Step 1 – Segment What I’ve Got
•Subscription:• PRO Guides•Q&A• Tools• API
Step 2 – Explore My Markets
•We already serve trained SEOs & Super-SEOs
• Focus on: •Newcomers• Site Owners• International Markets
Step 3a – What Do They Need?
•Newcomers & Entrepreneurs need:• Mitch Miller!• Simplicity• Information Storage
Step 3b – What Can I Give?
•Newcomers/Entrepreneurs• Guides / Training• Tools in a platform format• Subset of the current PRO offering• Multi-level pricing structure
Step 3a – What Do They Need?
• International Market• Guides / Training• Tools• Translation
Step 3 – What Can I Give?
• International Market• Guides / Training• Partner w/translators
Step 4 –Repackage
RinseRepeat
Follow the Clues
• Assess your current customers
• Assess those you abandon you
• If only it had/did/included…• If only I could just buy…
The Toy Box
• Its’ not your product line• It’s…• IP• Intelligence / Data• Capabilities
The Affiliate’s Toy Box
• Other People’s Products
• Mix and match
Complexities
You may need to:• Create a new product set• Create a new website• Sell the product (collect the
cash)• Revise your agreements
Rewards• Unique product offerings• Niche markets – lower marketing
costs• Sticky product/service line• Long term customers• Raving Fans• Online/offline referrals• Increased profits
