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Product Development
Founder’s Institute
Summer 2013
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Tour Guide
Dan Arkind
Founded JobScore, an
online jobs startup
15‐years recruiting,
mostly for startups
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Recruiter, built JobScore for myself
2003
Idea
2006 Working product
2008 Public Launch
2012 $1.5M
run
rate
Bootstrapped, no outside investment
Over
$1M
hard
cash
investment
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Software
takes
10
years
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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You are going to
create, sell and support
some crappy software
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Products require
behavioral change
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Feel the
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Focus on
the
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Understand the
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Follow the
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No $$
=
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It’s not
easy
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It takes
a team
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Product
EngineeringDesign
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everything
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Figure out what
you suck
at
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Visual Design
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Quantitative Market Research
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(your cofounder)
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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•Write the press release first
•Define
the
experience
•Write the FAQ & help docs
Werner Vogels
CTO ‐ Amazon.com
Work backwards
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How do
I figure
out
the
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Better feedback
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• Organize your thoughts
• Make sure it’s easy
• Cheap, quality feedback
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Do
it
manually
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Work with
what
you’ve
got
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Invent as
little as
possible
(stand on
the
shoulders
of
giants)
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Steal shamelessly
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Build
half a
productnot a half ‐assed product
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Start Ugly
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Make it
easy
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Don’t
believe
your own BS
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Get clicks
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You need
them
anyway
Crop Callout
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TURK
it
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Question your
questions.
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Definition
Development Plan
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Listen
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Focus
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Trust your gut
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What you
think
mattersdoesn’t matter
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What can
we
have
working
by the end of the week?
By
the
end
of
the
month?
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Advisory
Council
Introduction
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Treat your time as a precious,
valuable commodity
$300 / hr
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Prioritize working software
Release early and often
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Be in the
same room
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Turn interviewees
into advocates
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Write stuff down
and share it.
7/30/2019 SVFI May 21, 2013 Product Development Dan Arkind
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Hiregreatwriters
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Have good
taste:
No one cares more than you
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MinimumViable
Product
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For
next
time• Get them through the funnel and rick‐roll them
• Presentation Zen
• Show 3 buttons, only 1 works, see how often they click
• Cynthia Alvarez (now at yammer)
• Don’t make
me
think
(Steve
Krug)
• You need to learn how to persuade or code
• Make your mock up in powerpoint – great for cropping, callouts, etc.
• It’s about data and questions (ask the right ones)
• Use data dashboards, g‐analytics, but also mixpanel, flurry
• Can run US‐only Surveys on Mechanical turk to get reactions too stuff
• Also a great way to get content – just ask querstions
• Pattern websites – chris pointed at pttrns.com – there are more.
• Usertesting.com is very powerful.