Product innovation at mimeo pcamp boston 052110 gehman

Product Innovation at Mimeo

Chuck GehmanMimeo.com

ProductCamp Boston 2011

What is Mimeo?

• Cloud Printing Service Provider• Vision:

–“To Power the World’s Print from Anywhere to Everywhere”

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Ideation• Physical products and software features – “The Idea”• Why is the product this way?• How could it be changed?• What would happen if we add or remove this new print

product or website feature?• Benefit structure analysis

– What benefits and characteristics are most desired by our customers?

– What are the perceived deficiencies in what we are offering?

• Scenario Analysis, Product Screening, Concept Testing, Business and Financial Analysis

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“Door Hanger”– Who are we building it for? – Are we building it for our existing

customers, or to attract new customers? What do they need/want?

– How do we differentiate from other printers producing Door Hangers?

– Does it fit into the experience we want our customers to have?– Concept Testing

– How will we price it, market it and sell it? – - Business and Financial Analysis

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Organization of the Product Team

• Product Manager• Product Acceptance• UX/IA• 1 or 2 Developers

Offshore QA

Three Product-Focused Agile Development Teams

Product Managers• In the Mimeo organization,

– Each Product Manager owns:• Vision• Business case• Results

– Manages lifecycle• Idea through development, launch to

discontinuation• Collaborate with customers, sales, development,

product marketing, marketing, and L&D to optimize customer experience

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Product Managers

• Strategy– Understand our customers and users

• CAB, UAB

– Build real, actionable personas, roles, focal roles (tell stories)

– Build actionable competitive (in collaboration with Marketing and Prod marketing)

– Manage design and build• Make good decisions and stick with them

– Be Agile, implement change consistently– Measure success

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Analyzing Product Ideas by ROI

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0.5 1 1.5 2 2.5 3 3.5 4 4.50

1

2

3

4

5

6

IdeaBIdeaC

IdeaD

IdeaA

Investment (Engineer Weeks)

Ret

urn

Prioritizing Order of Ideas by ROI

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1 2 3 4 5 6 7 8 90

1

2

3

4

5

6

IdeaA

IdeaB

IdeaC

Investment (Engineer Weeks)

Ret

urn

Product Development• Vision• Design• Partner• Build• Package• Brand• Position• Usage Test• Launch

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Building the Software

• Interface to Development– We are all sitting together, so we’re

constantly communicating– Shared collaboration tools

• User stories• Technical and Project Planning Sessions• 2X Daily Standups

– Modularization and Functional breakdown• Agile• Architecture

• Always look at Build vs. Buy12

Building the Physical Product• Is it similar to something we make now?• Does it require new substrates?• What kind of inventory do we need?

• Does it fit into our existing workflow?• Do our employees need new skills to

manufacture it?

• How much does it cost to produce?

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Marketing• Strategy

– Entire Lifecycle• Agile: frequent, repeated, short, simplified messages

rather than giant documents and one-shot trainings

– Deliver products to sales, customers • Input comes from documents used to design product-

Agile Business Charter and customer research (CAB/UAB)

• Collaboration with Learning & Development for:– Internal Launch and Support

• Sales• Production personnel• Customer Care

– External Launch and Support14

Product and Marketing• Marketing Should:

– Find customers in our target segments– Get prospects to come to mimeo.com, and try us– Employ various tactics to optimize conversion– Acquire customers at lowest cost

• Product Management Should:– Ensure products support strong value proposition– Understand and meet customer needs– Track and measure– Retain users through great “whole product”

experience

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Measuring Success• Was the project well planned?• Did customers buy/use the resulting product or

feature?• Did we solve the customer problem better than

alternatives?• Did sales or profits increase? Did we save

money?• What improvements can be made?• Did we achieve our stated goals?• Was the budget adequate?• Is it replicable?

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Mimeo at a Glance

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About Mimeo• History and Locations

– Founded in 1998– Corporate Headquarters in New York City

• 500 Employees– 200+ dedicated to print production, quality assurance, and

customer service

• Revenue grew 31% CAGR for the last 5 years

• Investors: Goldman Sachs, HP, DFJ (Hotmail, Skype), Harbourvest

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Confidence

• 99.7% error free rate– Includes on-time delivery

• Innovative manufacturing technology and processes ensure consistency

• 24/7 phone, email and chat support

• Perfect documents every time…No surprises

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Production and Distribution Facilities

• Memphis, TN– World’s largest (140,000 sq. ft.) and most automated

facility dedicated to digital production and distribution– Next to FedEx North America hub

• Newark, NJ– 80,000 sq. ft which provides full

production and technical redundancy– Next to the FedEx Northeast Regional hub

• Hayward, CA– 65,000 sq. ft OPENING MONDAY (May 24th, 2010)!!– Adjacency to the FedEx West Coast Regional hub

• Strategically located to provide best cost/delivery options

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Convenience

• Secure upload• Assemble complex documents online

– Training Materials, Magazine-like booklets, folded brochures and flyers

– Add tabs, slip sheets

• Photo-Realistic MimeoProof technology• Real-time pricing• Order by 10 p.m. ET for next morning delivery• Accessible anywhere 24x7

Manage, build, print, finish, ship from a browser

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Control

• Secure online library– With lifetime unlimited storage

• Controlled sharing to those who need it• Order any quantity• Eliminate warehousing and obsolescence• Order and spend tracking

• Content, brand and costs…with state-of-the-art security

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8000+ Active Accounts and 20,000+ Users

• Sales & Marketing– Sales collateral, brochures, newsletters– RFP responses, presentations– Posters, signage– Training materials (external)

• Human Resources– Training manuals (internal)– Policy manuals– Orientation guides, handbooks

• Operations– Reference guides– User manuals– Specifications

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Our Customers Love Us!Mimeo’s NPS Score is Comparable to other Highly Customer-Centric Companies

90%

80%

70%

60%

50%

40%

30%

20%

10%

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Average US Firm 5-10%

Data from Bain/Satmetrix surveys; Mimeo internally reported

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Awards

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A Technology Company – Focused on Print

ResearchTechnology R&D focused on advances in digital print and Internet technology

Process EngineeringSix Sigma Commitment to Measurable Process Improvement

New Product DevelopmentSolve business issues for customers with new solutions

Production EngineeringFocus on processes and manufacturing, operational metrics

Automated Document Factories

Web Services Platform

Partner Websites

Viewing and Proofing

Submission and Pre-Flight

File ManagementVariable Data Services

Kitting and Fulfillment

Distribution and Shipping

Mimeo Production Services Layer (PSL)

Routing

Print Production

Applications

Orders

Mimeo Production

Memphis

Enterprise Services Layer (ESL) and MimeoConnect

mimeo.commimeo

marketplacemimeo.co.uk

Mimeo Production

NewarkMimeo Production

Emeryville

Address Book Payment Offering

MimeoProof StorageEnterprise Connectors

Product Innovation at Mimeo

Thank You!Contact: [email protected]