Miguel Lopes - From Strategy to Subscription: Design to Win - Productized15

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A lot of product innovation today emerges in the business to enterprise market (B2E), because the cloud and mobility allowed for many new business ideas to be experimented quickly with enterprise users. However it seems that the majority of the advice for product owners relies on the assumption you are in business to consumer and have one customer to delight. Now there is a stark contrast in designing the product and the process to roll it out to market between B2C and B2E… For enterprise products (like software as a service solutions) to succeed in a complex decision-making process, the product strategy must include a design not only of the user experience, but also for the critical stakeholders in the buying process. In today’s world of consumption economics, the sales cycles are more driven by customer experience journey than by account relationships. At OutSystems we have been fine-tuning the design of this engine and learning thru a lean approach what works and what is challenging to scale up. There are no perfect recipes, but product management has the opportunity to define products’ process engaging other teams to maximize the success chances.

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Once upon a time… in 2035!

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Once upon a time…in 2035
Internet world is in disarray
•  Security broken in major companies
•  Hackers ruin SMB everyday
•  data ransom is a lucrative business
•  Welcome to the Mad Max epoch for data
•  Network connectivity is no longer a given

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The Yellow Rocket team in a garage
started a revolution…

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The Yellow Rocket is born J
flies on autopilot to destination
encrypted micro SD of 1000 TB
Powered by mini nuclear power
Beacons for indoor location
Use fingerprint to unlock content

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Lean , Mean machine
Flies everywhere, to the right person, right place
Indoors Outdoors

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It rocks everywhere !

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BUT…sales don’t take off- WHY?

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Back to the drawing board !

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-  Check the Users
Creative designers
Software Engineers
Product Managers
-  Their personas are happy!
-  What is going on???
Check the user feedback

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Add in John Blades,
Mr Enterprise Sales:
Find out the “buy”
decision makers.
Get their worries.
Talk to them.
Understand them!

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Business is rolling up again
Reaching out to many enterprises

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Rick Itek
Is the wireless protocol compatible
with most my users?
How are we going to support them ?
How can we track the inventory ?

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Ms. Diana Laws, Legal
Is this data transport
compliant with our
industry regulation?
How do we track the
authors and receivers ?

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Mary Dullars,
Finance
How much are we going
to pay for this ?
Shall we rent them or
own the rockets?

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Back to the
drawing board

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Business is rolling up again
Reaching out to many enterprises

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Land and
Expand!

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Yellow Rocket
sales blast off!

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Lessons Learned

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Move up in the sales cycle…
How is the enterprise buying?
-  Dig deep into the buying journey inside the enterprise
-  Who gets a say on the approval process?
-  Why are they called to approve?
-  What is their mission?
-  What are they worried about ?
-  Can you measure this signals?

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Got the picture of the journey

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1. Design evaluation for the buyers
Aim to self answer your influencers journey

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2. Understand your buyer’s decision
network

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Answer Legal
Prove Security
Proof Finance
3. Deliver their answers
in their terminology…

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Launch your
yellow
rocket ! J

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