Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Product Strategy | London Meetup, November 2017

206 Aufrufe

Veröffentlicht am

Slides from November 17 event for London-based Product Managers interested in Product Strategy.

Veröffentlicht in: Software
  • Login to see the comments

Product Strategy | London Meetup, November 2017

  1. 1. Product Strategy Meetup 2nd November 2017
  2. 2. 'Just' theory?
  3. 3. Nir Eyal Eric Almquist Alan Klement Bob Moesta Donna
  4. 4. Not about the screens. Not about the features.
  5. 5. • The Big Idea • The Job • The Switch • The Value • The Journey • The Story • The Hook
  6. 6. Slack, Uber, Facebook, Google, even Microsoft have proved Sharma right. Success in any given market always comes down to the same fundamental question, “Who understands the user better?” Stack Fallacy
  7. 7. The Big Idea
  8. 8. “Aggregators have a direct relationship with users. This may be a payment-based relationship, an account-based one, or simply one based on regular usage.”
  9. 9. #1: Supply Acquisition “Level 1 Aggregators acquire their supply; their market power springs from their relationship with users, but is primarily manifested through superior buying power. That means these aggregators take longer to build and are more precarious in the short-term.”
  10. 10. #2: Supply Transaction Costs “Level 2 Aggregators do not own their supply; however, they do incur transaction costs in bringing suppliers onto their platform. Level 2 aggregators typically operate in industries with significant regulatory concerns that apply to the quality and safety of suppliers.”
  11. 11. #3: Zero Supply Costs “Level 3 Aggregators do not own their supply and incur no supplier acquisition costs (either in terms of attracting suppliers or on-boarding them).”
  12. 12. Super Aggregators!
  13. 13. #4: Super Aggregators “Super-Aggregators operate multi-sided markets with at least three sides — in addition to attracting users and suppliers for free, also have self-serve advertising models that generate revenue without corresponding variable costs”
  14. 14. The Job
  15. 15. Software
  16. 16. Software
  17. 17. The Switch
  18. 18. "Startups mostly don't compete against each other, they compete against no one giving a shit.” - Justin Kan
  19. 19. • >80% of people’s time is spent in just 3 apps. • The top 8 mobile apps are owned by just 2 companies: Google and Facebook. • 50% of people in the USA download zero new apps per month.
  20. 20. “Innovation should demonstrate a relative advantage over other options, ideally including the technology currently used for the task. Better technologies will be adopted, plain and simple. ” - Everett Rogers
  21. 21. Prospect Theory
  22. 22. • Outcomes are judged in terms of 'gains' & 'losses.' • Gains and losses are relative • "Losses loom larger than gains." (Loss aversion) Prospect Theory
  23. 23. Endowment Effect
  24. 24. Time
  25. 25. 3x
  26. 26. 3x
  27. 27. 9x
  28. 28. “Think of any night you did not watch Netflix,” he said. “We compete with drinking a bottle of wine. That’s a particularly tough one.” - Reed Hastings
  29. 29. The Value
  30. 30. Value is psychological, amorphous and complex.
  31. 31. Cost (Supply) Demand Product
  32. 32. Cost (Supply) Demand Product
  33. 33. Price vs. Value(?)
  34. 34. = 8 = 11
  35. 35. The Journey
  36. 36. “Users are only ever in three states — they’ve never heard about it; they’ve tried it; and they use it. What you’re managing is state change.”
  37. 37. I don’t know you. I get you. I want to customise you. I’m considering you. User Familiarity
  38. 38. Promise of value. Delivery of value. Extension of value. Demonstration of value.
  39. 39. Acquisition / Growth Core Task Completion AdministrationOnboarding
  40. 40. Acquisition / Growth Core Task Completion AdministrationOnboarding
  41. 41. Acquisition / Growth Core Task Completion AdministrationOnboarding
  42. 42. Acquisition. Retention. Revenue. Referral.Activation. User Familiarity
  43. 43. Software Full Stack
  44. 44. Acquisition. Retention. Revenue. Referral.Activation. User Familiarity
  45. 45. Software Full Stack
  46. 46. Acquisition / Growth Core Task Completion AdministrationOnboarding
  47. 47. Software Full Stack
  48. 48. Software Full Stack
  49. 49. Promise of value. Delivery of value. Extension of value. Demonstration of value. Aha!!
  50. 50. Software
  51. 51. The Story
  52. 52. The Hook
  53. 53. Nir Eyal
  54. 54. • Videos that autoplay as soon as the previous one ends. (YouTube, Netflix) • Notifications that interrupt you with vague messages like 'Ben just posted something interesting.' (Linkedin, Facebook) • Images that load slowly forcing users to focus more intently. (Instagram) • Infinitely scrolling screens. (Everyone)
  55. 55. • Focus on progress. • Understand the forces of change • Constantly deliver value • Know your ‘Aha!’ moment • Remember the story • Understand triggers and rewards
  56. 56. Thanks. paul.jackson@castle.co

×