Post on 17-Jan-2017
transcript
Episode # - Title
www.stretchgoals.fm/ep10
Challenge yourself to create ambitious goals as you start and grow your business.
Episode 10 - No One Cares About Your Product
Episode # - Title
Robert Dickerson
Robert is the Founder and CEO of Mapout a mobile learning platform that uses video courses to educate customers and train employees. He helps companies develop and launch
products.
Scott Davis
Scott Davis is the Founder and CEO of MobX, a mobile development software agency. He has 20 years of experience developing software for Government, Finance, Sports and the
Telecommunications industry.
@RobDickersonJr @The_Scott_Davis
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
You spent weeks, months, or even years creating your product and then you get to launch day and no one signs up,
no one downloads your app.
Why does this happen and how can you avoid it?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
“I think the reason that people don't [care about your product] is because there's only so
much time in the day and everyone is just inundated with new products, new services,
and it's really impossible to keep up with those things.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Continually launch new
products and features.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
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Reasons no one shows up1. People are not as emotionally connected to the product2. They do not understand why they need the product
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Why is it so hard to connect with people and get your product out there?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
“...even if you can get in front of someone, a lot of times, there might not be a big enough
need for them to go engage with your services.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Why are you special?
What makes you different?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
If you can meet the needs of people, they
will come back.
Put your product in places where
like-minded individuals will
see it.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
“[Launching] is not a one time event where you're gonna get tons of people signing up. It's an iterative process that you're gonna
work on for a long time to actually grow your business.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
throttlehq.com● “Secure your inbox, protect your time, and get back to
doing what you love.” - throttlehq.com● Control email subscriptions and spam mail
“That's just an example of a service that I wasn't using. I thought it was a cool concept, but I never used it. And then all of a sudden, I'm
using it again. How did that happen? There was a need for it.”
- Scott Davis
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
You never know how long it’s going to take to grow your customers and initial engagement.
You might get it in the back of their mind, but they might not use it until they have a need.
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
How do you get them to come back?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Does banging people over
the head really work for you?
How can you target a niche
area?
Can you pivot to increase customer
engagement?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Marketing Questions to Consider
Episode # - Title
Snapchat’s nontraditional path to success● Initially struggled to get a broad user base● Originally targeted teens and photo sharing● Used feedback to iterate● Understood how people were actually using their app● Evolved their offering● Introduced the “story” concept● Now have hundreds of millions of users
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
“...they were able to work through it and pivot and make changes and target different people to where
it became this organic shared experience.”
- Scott Davis
“...you need to be open minded to those types of things that you're able to pivot and grow your
product in a direction that people do care about.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Get something in people’s hands.
Make tweaks and changes before you invest too
much time.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
The Importance of MVP’s
Episode # - Title
“That's the biggest thing I see with MVP's. They want to make it perfect. MVP's aren't meant to be perfect.
They're meant to prove your idea and then make changes to your idea so that you get even more
customers.”
- Scott Davis
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
“All you need is a couple of people
who care about your product and are
willing to pay for it.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
We know why people can’t find products, because we’re saturated.
If you really want to be recognized, you have to make your service something
that other people want to share.
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
The Share Threshold1. Useful product2. Professional quality3. Solves a problem4. Know others are interested5. Benefits the relationship in some way
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Push features and continuously get feedback to grow your product.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
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As a developer, it’s important to think about marketing and sales.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
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Is the concept of a focus group dead these days? The old school, like you sit in a room
with ten people. Is that dead?
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Find target audienceTEXT
www.stretchgoals.fm/ep10
Focus Group Benefits
Watch interactions Discover problems
Solicit feedback Determine key features
Fix problems and feature visibility
Episode 10 - No One Cares About Your Product
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“A lot of those products in my opinion are overpriced, but they do provide a lot of
context, how people are engaging, what are the hot zones, and all that good stuff. They're very pricey, but they provide invaluable data.”
- Robert Dickerson
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
You really have to be prepared for an initial slow growth.
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
You can't expect hundreds of thousands of people to adopt your app immediately.
- Scott Davis
Episode # - Title
“Don't be offended if people don't get it. That's what MVP's are for. Make a change. Make it apply to more people. And every single time
you put it out there, make more changes so it applies to even more people.”
- Scott Davis
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
Episode # - Title
Handling rejection1. Don’t take it personally2. Use the feedback3. No feedback is not negative feedback4. Follow-up and find people who engage
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
“Your product is a creation of your vision and maybe you didn't understand what people really needed. That's fine. Your vision is just being modified a little bit to hit
more people. That's all it is.”
- Scott Davis
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Negative feedback1. Dig deeper2. Engage the person3. Figure out why they gave you that feedback
Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10
“If you engage them and you're positive with them, a lot of times they'll continue to try it and they can become an advocate of your product.”
- Robert Dickerson
Episode # - Title
Share and market
What do do when people don’t care about your product.
Create a brand Find your audience
Get customer feedback Continuously engage Recognize it’s a long
term process
www.stretchgoals.fm/ep10
Episode 10 - No One Cares About Your Product
Episode # - Title
Let us know how your product launches are going.
Share this podcast. Tell us what you like and don’t like.
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Episode 10 - No One Cares About Your Product
www.stretchgoals.fm/ep10