6 things that will kill your new product _bethtemple4u

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6 things that will kill your new product

2013

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I am on a mission to eradicate product failure!

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And I’m starting with you!

When you are building a new product doing any of

these 6 things will kill it:


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don’t know who your target market is


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‘Everyone’ is not the right answer.

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Is this your target market?

Or is this?

They aren’t the same!

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ignore the need to have a value proposition


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It is shocking how many product teams can’t answer the simple question: why does it exist?

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It’s easy: just fill in the blanks

(Target market) ____________

uses ______ (product name) ______

for/to ____(statement of benefit) ______


this is the critical part – it is why you are building the product

Hint: try it first using your favorite product

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not talking to customers early or often enough


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Talk to targeted customers (not friends or family). More importantly LISTEN.

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When to talk to customers


Idea Assess/ Define

Design wireframes,

visual design

Build

Typical new product process

Talk to customers: behaviors, routines,

unmet needs

Talk to customers:

expectations, usage,

usability

Talk to customers:

usage, adoption

prototype, alpha/beta

multiple x’s multiple x’s

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build by committee vs. led by a product owner


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Ever heard the one about ‘too many cooks in the kitchen’? It’s why 4-star restaurants have 1 chef!


This is committee

This is led by product owner

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Think: chaos vs. focused

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allow scope creep – because no one says ‘no’


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Can you do 10 things in 15 minutes as well as you can do 3? Same theory goes for new products.

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How scope creep kills new products


Design Prototype Beta Launch

Timeline re-adjusted for added features

Introduction of new

features by internal staff

Re-adjusting, squabbling, long hours, delayed

launch, weakened morale, failed product

Prototype Beta Launch

Typical new product timeline

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overpromise and under-deliver


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If you use words to sell your product, something is missing in the experience.


Words for hype

Words for trust

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In summary, you will not kill a new product

because you will:

1. Know who your target market is 2. Have a strong value proposition

3. Talk to customers early and often 4. Have a single product lead/owner

5. Learn to say ‘no’ to manage scope creep 6. Make clear promises and deliver on them


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Go forth and eradicate!



Beth Temple bethtemple4u llc http://bethtemple4u.com

Let’s build your next new product together!

beth[at]bethtemple4u.com