The Power of Product Focus

@simplybastow // Turing Festival, Aug 2016

Hello!

I’m Janna Bastow You can talk to me about product,

or say hi at @simplybastow

(really nice product management tool)

2010

Idea + hack project

@simplybastow

2010 2011@simplybastow

2010 2011 2012

Quit jobs

@simplybastow

2010 2011 2012

Launch product

2013@simplybastow

2010 2011 2012 2013 2014

Traction!

@simplybastow

Swoosh!

2010 2011 2012 2013 2014 2015@simplybastow

2015: The year of faffing about

Hiring (and unhiring) Some outside help Let’s try advertising! Events and outings Founder “hobbies” Should we raise money? Bonus: New product version

@simplybastow

@simplybastow

Uh oh…

2011 2012 2013 2014 2015

@simplybastow

Plateau of Doom

2011 2012 2013 2014 2015

https://unicornfree.com/2013/help-my-saas-isnt-growing

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

Ways to get rich

1. More traffic 2. More free trials 3. More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Revelation: Just the process of thinking about funding was

enough to prove we didn’t need it.

@simplybastow

Idea: FOCUS on the product metrics that matter.

@simplybastow

Our goal is to increase the trial-to-paid rate

from 0% to 15%.

@simplybastow

Our goal is to increase the trial-to-paid rate

from 0% to 15%. That’s it.

@simplybastow

Experiment #1:

Shorten trial time.

@simplybastow

30

30

14

30

14

7

Experiment #2:

Gamify the trial.

@simplybastow

Experiment #3:

Persona-specific emails.

@simplybastow

“Thank you for finding these edge cases!”

Ian, Support at Drip

Experiment #4:

Masterclass.

@simplybastow

@simplybastow

Wee!

2011 2012 2013 2014 2015 2016

But what about the money?

@simplybastow

Ways to get rich

1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Ways to get rich

1. More traffic 2. More free trials ✔ More trial users signing up to pay 4. Get users to buy bigger packages 5. Get users to stick around longer

@simplybastow

Bonus experiment:

Play with pricing.

@simplybastow

Results

Sky rocketing growth

@simplybastow

Results

@simplybastow

Cash in the bank

Results

@simplybastow

Lots of customer love

Results

@simplybastow

Better company culture

That’s the Power ofProduct Focus.

@simplybastow

Thank you!

Let’s go for a and talk about product.

Drop me a line at janna@prodpad.com or say hi at @simplybastow

Weeeeee!