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3 pivots of a startup

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3 pivots of a startup

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Trying to disrupt the collaboration space key learnings and validations from 2015 when no one yet worked on a super app for work and everything was believed to be solved by chat bots. Startup pivoting in a crowded space. Validating and dismissing an idea

Trying to disrupt the collaboration space key learnings and validations from 2015 when no one yet worked on a super app for work and everything was believed to be solved by chat bots. Startup pivoting in a crowded space. Validating and dismissing an idea

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3 pivots of a startup

  1. 1. The Steep Learning Curve of Innovating in a Crowded Space 3LaunchesLater T H E C R E AT I O N O F T H E W O R K S PA C E 1
  2. 2. Mid 2015. Finally hitting Growth. 3
  3. 3. 4 SWIPES PERSONAL
  4. 4. 500.000 USERS #1 APP MAC APP STORE ★ 4.6 US APP STORE 5
  5. 5. The Start of an Idea 8
  6. 6. Growing Team. 10+ tools. Chaos PHOTO SWIPES INC. 9 9
  7. 7. 10
  8. 8. Most requested feature - Collaboration 11
  9. 9. 12 Robotic Team. 30 people. Using Swipes. PHOTO AV BOTZ
  10. 10. “Let’s do team collaboration in Swipes” 13
  11. 11. How? 14 14
  12. 12. 1st Hypothesis ◦ Many things we discuss we never follow up on ◦ This gap causes misunderstanding ◦ Information gets lost ◦ People don’t know what to do next There is a gap between communication and actions. 15
  13. 13. Test 1 ◦ 6 weeks in development. Kasper pulls out a crazy hack to make the quickest prototype ◦ 1 week of marketing preparation. One platform at focus: Product Hunt ◦ First Slack client for collaboration before it was hip Marry Swipes + Slack to bring chat and actions into one 16
  14. 14. MY TASKS 9 CHANNELS DIRECT MESSAGES stefan kasper olivia mike christian Now design Business card design 2/10 #PRODUCT #brand # product # development # marketing # support # fitness # office design Data Structure design Team Landing Page money Revise budget olivia Guys how are we moving with the campaign? I am almost finished with “Prepare conent”. kasper Love it! @stefan there’s one more thing to take care of. stefan Almsot finished with the cover design. What do you think? kasper Can you prepare newsletter illustrations? sofi @kasper has created a new task “Prepare newsletter illustrations” Your Slack chat Your team’s Swipes tasks 17 s.o.f.i. SWIPES FOR TEAMS
  15. 15. 18 LAUNCH DAY
  16. 16. Result 1 ◦ Measurement: Conversion from page views on the landing page to product download. ◦ Test group: Product Hunt users with Slack accounts ◦ Results: The value proposition highly resonates with Slack teams who want to optimize collaboration. ~ 7,100 unique visits to the website within the 2 days of pushing ~ 884 app downloads within this period ~ Conversion from visit to download: 11,3% (aver. 2.5%) Primary Test: Does the value proposition resonate with people? 19
  17. 17. Result 2 ◦ Measurement: Pro"le of companies who signed up. Main learnings from them. Day 1 retention ◦ Test group: Successfully signed up users ◦ Results: Early adopters are tech companies - digital marketing, software development; max is 6 people teams Secondary Test: Who are the early adopters? 20 People are really excited about the promise of Swipes for Teams. But need a matching functionality to the main features in Slack (mainly search & history) + more settings for tasks
  18. 18. 1st Hypothesis There is a gap between communication and actions. 21
  19. 19. 1st Learning People use 10s of different tools. So we need to integrate with all of them to solve the problem. Guys, how are we moving on the project? I can see that the design part is coming along @stefan yana 12:34 pm Now design Business card design 2/10 SLACK CHAT SWIPES TASKS for messages for tasks 22
  20. 20. 2nd Hypothesis ◦ Teams are sick and tired of using multiple tools ◦ 20% of employees’ time is spent on searching for information across tools ◦ You can speed up communication if context (reference points such as "les, projects) is de"ned People want their actions, content and communications across tools in one place 23
  21. 21. Test 2 ◦ Start with Slack + Asana ◦ Focus on project work: agencies ◦ 4 months in development: constant design challenges and failing integration work ◦ Test group: Previous Slack client testers Bring Slack, Asana and Dropbox in one interface 24
  22. 22. 25 LAUNCH DAY
  23. 23. 26 THE CONNECTED WORKSPACE
  24. 24. Result 1 ◦ Measurement: Conversion from page views to waitlist sign up ◦ Test group: Organic website conversions ◦ Results: ~12,100 website visits, ~500 waitlist signups, 4% conversion Primary Test: Does the value proposition resonate with people? 27
  25. 25. Result 2 ◦ Measurement: Daily usage. Team spread. Actions across cards ◦ Test group: Our previous Swipes for Slack users who use Asana for task management ◦ Results: No spread in team, individual users. 12 users, 9 teams. No daily usage - Opening app on average 1.5 times weekly. Doing single app actions not cross apps, working only with Asana, not dragging chat messages from Slack to Asana; constant feature requests to match existing apps functionality Secondary Test: Does the product stick? 28
  26. 26. 29 Problem. We didn’t love it. PHOTO SWIPES INC.
  27. 27. 2nd Hypothesis ‣ Integrating many interfaces in one is a disaster. ‣ As soon as a card resembles Asana, the user would expect a full Asana’s functionality. People want their actions, content and communications across tools in one place 30
  28. 28. 2nd Learning To deliver on a single place to work from, we need to provide the core experience - actions, content, communication ourselves. 31
  29. 29. 36 The Workspace One place for team's goals, notes, files and communication Plan Create new milestone 0/9 A milestone with many… 6/9 Swipes HQ 1/4 Current Milestones Achieved Workspace Launch
  30. 30. 33 TOP 10 FOR THE DAY
  31. 31. 38 CUSTOMER LOVE
  32. 32. 39 39 Thank you! PHOTO SWIPES INC.

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