HOW TO LEVERAGE YOUR EARLY CUSTOMERS TO FIND PRODUCT MARKET FIT & SCALE YOUR STARTUP
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HOW TO LEVERAGE YOUR EARLY CUSTOMERS TO FIND PRODUCT MARKET FIT & SCALE YOUR STARTUP
HELLO! I’M ANASTASIA
➤ Currently a digital nomad.
➤ Previously Head of Community at Farm At Hand (exited).
➤ Previously Community Manager at HIGHLINE VC (GrowLab).
➤ Would brace Jakarta’s traffic for a good cup of coffee.
➤ Tweet me @hambalia!
NOW LET’S TALK ABOUT YOU(R CUSTOMERS)
and how they can help you scale your business
“Product/market fit means being in a good market with a product that can satisfy that market.
-Marc Andreessen
To achieve product market fit, you need to talk to your customers before the product is built and after the product is built.
Especially after the product is built.
WHY ENGAGE YOUR EARLY ADOPTERS AND YOUR CUSTOMERS
➤ Membuat product yang lebih baik (fungsi, feature, UI/UX)
➤ Mengetes hipotesis seperti customer persona
➤ Membuat marketing campaign yang lebih engaging
➤ Menurunkan Customer Acquisition Cost
➤ Meningkatkan Customer Lifetime Value
➤ Ultimately….more money for your startup
HOW TO START
HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS
Automated Emails
…. but not automated answers! Bikin email kamu terlihat personal dan jangan lupa CTA-nya (Call To Action). Jangan lupa di A/B test ya!
Jadikan welcome email atau confirmation email sebagai introduksi pertama dan sistem onboarding kamu.
Misalnya:
Day 0 - welcome email
Day 3 - tips
Day 10 - check in email + invite to a call
HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS
Ingat, di welcome email/confirmation email harus ada:
➤ Call To Action
➤ Contact info
➤ Siap-siap dengar feedback dan di telpon jam 6 pagi :)
➤ Lihat beberapa contoh di http://reallygoodemails.com/?cat=447
Image credit: Intercom
HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS
Phone calls
Ask open-ended questions and let them talk to you. Have a goal in mind but don’t be intrusive. You might learn something new about how they use your product.
NPS
If you’re getting good scores (at least 8+), ask for referrals. Automate the email campaign to save time.
Thank them!
You can send them a swag, give them bonus account upgrade or give them early access to the product they suggested (email shout out works, too!) Feel free to get creative – this is where the active listening would help!
WHAT TO ASK YOUR CUSTOMERS
➤ Their WHY (aka reason for signing up/using your product)
➤ Their (user) journey
➤ Habits, konsumsi berita dan media (sosial)
➤ Product feedback and UI/UX
➤ What works during QA might not work in practice
➤ Bugs/Issues and Wishlist
➤ Joining an exclusive group, e.g.: power users, early access
WHAT NOT TO DO WHEN YOU ARE TALKING TO YOUR CUSTOMERS
➤ Bertanya tentang data yang mereka sudah berikan
➤ Misalnya: berapa besar team Anda.
➤ Pertanyaan yang misleading atau tidak netral
➤ Berhenti bertanya setelah jawaban pertama
➤ 5 WHY’s rule —- seriously!
➤ 5 WHY’s bisa menjadi feature
CREATE A LOOP
Marketing
Customer Success
Product roadmap
CREATE A LOOP
Marketing
Customer Success
Product roadmap
Useful swag
Meaningful campaigns
CommunityKill a featureLaunch a feature
Beta testers
Brand Ambassadors
AN EXAMPLE OF A USEFUL SWAG
STEP 1. TALK TO YOUR CUSTOMERS
STEP 2. THINK ABOUT WHAT THEY SAY
STEP 3. DO SOMETHING ABOUT IT
Then repeat!
QUESTIONS?
THANKS FOR TUNING IN!
RECOMMENDED ARTICLES AND VIDEO
➤ From Signed-Up to Satisfied - Des Traynor, Intercomhttps://blog.intercom.io/onboard-signed-users-satisfied-users/
➤ How Positive Emotions Increase Long-Term Conversions and Customer Lifetime Value - KISSMetricshttps://blog.kissmetrics.com/positive-emotions-increase-conversions/
➤ Say No To Useless Swag - Chrystal Hendrickson (formerly with YELP Canada)http://crystalhenrickson.com/2013/01/30/say-no-to-useless-swag/
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