T.A. McCann_ founders institute_2011_product development
description
Transcript of T.A. McCann_ founders institute_2011_product development
![Page 1: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/1.jpg)
T.A. McCann – create something great
![Page 2: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/2.jpg)
2
Mental muscles…
• Data accumulation• Resources, features, time• Pattern recognition• Decision making• Coordination • Communications• Measure• Critique, learn and repeat
![Page 3: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/3.jpg)
3
Filling in the blanks…
• Customer• Value prop• Feature set• Biz model
• Better than…(existing way or competition)
• What and how will you tell your friends…
• All of this in 140 characters…
![Page 4: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/4.jpg)
4
• Know your customers• Create Personas• Engage directly early and often• Use surveys to quantify and test • Create ongoing user interactions/perception
• Find and nurture the new influencers• Social success and promotion on 1XUX
![Page 5: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/5.jpg)
5
A valuable target customer
• Business professional• Places high value of relationships (>8/10)• Has significant (>50%) of key relationships outside
company• >5 meetings/week with outside people (more/new is
better)• Uses technology to gain information advantage• Actively builds and manages his network
• Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)
• Roles include (execs, sales, recruiter, PR, journalists, lawyers…)
• Influencer of others and/or small teams• Technical, early but not bleeding edge adopter
• Often fits in GTD category as well• Reads books like “never eat alone” or “4 hour work
week”• Attends “networking” events or activities
People like this include;T.A.BradBuzzKendallBrandtMilesDave Thomas
![Page 7: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/7.jpg)
Kevin Spidel
Managing DirectorPatriot Strategieshttp://patriotstrategies.comWashington, DC, USA5300 contacts, 1279 companies
"I am the Managing Director of an international PR firm and am very active on the social web. Gist allows me to cut through the noise and manage my contacts directly. I am able to monitor what matters... the relationship."
Gist user since 11/03/09 – has invited 34 users
![Page 8: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/8.jpg)
8
It’s about a process
![Page 9: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/9.jpg)
9
Vision to value
![Page 10: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/10.jpg)
10
Product planning
![Page 11: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/11.jpg)
11
• 6 month corporate and/or product goals• 3 month product roadmap• 1 month themes• 2 week sprints• 1 sprint in Preview for complicated or hard to message
features
• Other options– Alternate Design and Feature sprints– Test after Feature sprint/bug fix during design
• Process notes– W, F, M, W, F
• Plan complete• Design complete• Code complete• Test complete
![Page 12: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/12.jpg)
12
Development process…
![Page 13: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/13.jpg)
13
Build for an 10 year old
![Page 14: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/14.jpg)
14
Tool set
• www.mindjet.com • www.crazyegg.com• www.surveymonkey.com• www.gotomeeting.com• www.zendesk.com (or
www.getsatisfaction.com)• www.skitch.com• www.launchrock.com
![Page 15: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/15.jpg)
15
Crazy Egg -
![Page 16: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/16.jpg)
16
Making it social…
• Sign in with… (Facebook, Twitter, OpenID…)
• Bring my friends…
• Tweet my success…
• Join the club…
![Page 17: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/17.jpg)
17
Happy, but never satisfied
![Page 18: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/18.jpg)
18
Beta users
• Engage them early, often and on a regular basis
• Be hyper-critical of who gets in, when
• Bring new users on in groups (200-1000) – test and measure (cohorts)
• Build your user communications models (bi-weekly updates)
• Help them find more users
![Page 19: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/19.jpg)
19
The new influencer
• Usually has a day job, writing for passion
• Well connected and socially enabled
• Selling to other influencers as much as customers
• Easily co-opted with “first looks” and attention
• Leverage your own influence to gain theirs
![Page 20: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/20.jpg)
20
Make someone else the champion
![Page 21: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/21.jpg)
21
Jump on someone else’s message
![Page 22: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/22.jpg)
22
Copy the leaders (for some stuff)
MarketingPositioningUser/market dataFeature priorityKey thought leaders
![Page 23: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/23.jpg)
23
Track your influencers
![Page 24: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/24.jpg)
24
![Page 25: T.A. McCann_ founders institute_2011_product development](https://reader033.fdocuments.us/reader033/viewer/2022061300/54cc8c2f4a795905188b47c4/html5/thumbnails/25.jpg)
Set big goals
Get connected
Listen and learn
Fail fast and iterate
Persist
Go make something great.T.A. McCann
[email protected]/tamccann