Product Marketing strategy - with product roadmap, timelines and GTM strategy for Engazify - an employee engagement tool. I worked on this as an external consultant. If you want a product marketing strategy for your company/product, get in touch.

1. THE
EVOLUTION OF
ENGAZIFY
Rajath D. M. 05/05/2016

2. Overview
Product
SaaS to AI, Features, Experience, Goals
Brand
(re)Define Brand, mascot(bot), Website
Reach
Full Power Blog & Content
Engage
Building a relationship with users

3. Color Codes defining priorities
RIGHT NOW TASK
Highest Priority, Do it Now, EoW
NEXT WEEK TASK
Next Immediate task, within next EOW
TWO WEEK TASK
Dependant tasks, within next 2 weeks
LAUNCH TASK
Completion and Finish. Get, Set Go!

4. PRODUCT
We know we’re building something EPIC

5. Multiple Custom Integrations
Change of Target Users
Change in Point economics
Supporting Web App
Different competition
App for ENGAZIFY
Webhooks, bots, slash commands, Slack
Buttons
From startups/small teams in big
companies to teams using slack
Award name counter, flexibility on rulesets
& reward lists
For preferences, settings, rules, data,
payment etc etc
More AI than just SaaS; Bonusly, Growbot,
HeyTaco

6. PHASE 1: + Bot +Awards
Integration as a slash command/webhook
Enabling awards directly from Slack
Award/Expression counter
Awards = core values
Enabling queries with bot for stats
Very carefully explore options for best experience
Eg Syntax: /Engazify [username][award_name]
@[username] #[award_name]

7. PHASE 2: +Webapp +Admin options
Build web app to provide admin options
Admin Dashboard
Enable admins to define Rulesets
Focus on experience & simplicity for Rulesets
Eg rules: 5 awards to 500 points

8. PHASE 3: +Finishing touch
More flexibility for admin
Enhancing experience
Test with first set of external users
Options to create new rewards
Points to purchase platform
Eg rewards: 10 awards in a week = day off, 500 points = Custom
gift etc.

9. PHASE 4: +Beta Launch
Beta Launch; Invite only
Invite friends, teams online or anyone who requests
Frequent feedback to help user research
Build more: New platforms, interfaces etc.
Improvise.
We should have a solid product within 2 months of this.

10. BRAND
The way we want the world to see us!

11. Why?
To have a uniform brand
experience across all interfaces.
The goal is to build a userbase that loves the
product so much and talks about it.

12. Define
Brand Characteristics, Personality
Also Mascot & (re)Naming features
Website
Reflecting the Brand
Accepting requests for invite
Build Keywords
Very specific for SEO, content and
social media

13. Design Guidelines
For social, e-mail & graphic
content
Base for UI/UX
Taking the brand experience to
Web/desktop/mobile interfaces
Partnerships
Associate with (or support
mutually) the team’s or target’s
or partner’s personal brand
First Brand Evolution

14. REACH
Getting to the right people.

15. Selling the problem we’re solving,
the platform(s) we’re building on
and the approach we’re taking.
Engagement. Slack. AI.

16. Blog setup/Migration
Based on brand, website etc.
Full Power content
Based on an Editorial Calendar
Topics: Engagement, Productivity,
Tools, Slack, AI
Hack, Hustle, Scale
Hack bots, automation - using tools for
more reach
Getting shares/retweets by partners

17. Map: Cities/regions with
target audience.
Hotter the color, bigger the
market.
Tweet heavy
Multiple accounts, some bots
on twitter (Max 3)
Follow, like, retweet, interact
Some Social PR
Linkedin groups, Quora answers
Search Ads, Promos
Only if $$$ Permits
More PR
Let’s get featured!
Offline
Events/Co-working spaces

18. ENGAGE
Keeping them users stuck to our products

19. The Invite
Now that we’re building something, let’s make
it a little private until the first set of users
The Hook
Product Decisions, Creating hooks/freemium
stuff that users would pay for
More Life for the Product
Making the bot more human, useful, humorous,
cool etc.
Economics
Making points & rewards nicer & more stable

20. User Research
Lovable E-mails
Community
Talk to them, build for them
Make them listen to us
Build a stronger relationship

21. Digital Marketing Website Content Operations
One big task
Need to hire Intern(s) or part time or get help for
Brand

22. Time for some
action.
Let’s build.
Take Engazify to
the next level.