How to Create Products People Love
Building a product that people like is hard, and building a product that people love is even harder. Last week I recorded this webinar with two of our excellent Founder Institute New York mentors: Patrick Schoonveld and Alberto Escalarte!
Building a product that people like is hard, and building a product that people love is even harder. Last week I recorded the webinar above with two of our excellent Founder Institute New York mentors: Patrick Schoonveld and Alberto Escalarte!
Through the video both Patrick and Alberto discuss how to better understand, discover and interpret customer pain points. Along with how to use those insights to inform your product development. They also answered several questions from the audience by suggesting many tools, software, and tips to help you think about how you are building your product today. Click play on the video above to watch now.
Alberto Escarlate - CTO, Throwing Fruit
Alberto Escarlate is a mix of entrepreneur, product strategist, investor, designer and professor. Before joining Throwing Fruit he was the CEO of Paris-based startup FileChat and before that worked as a VC at the Collaborative Fund. Alberto co-founded Causely (f.k.a. Sojo), a company that provides joyful and accessible ways for people to join with others to do lasting social good. Throughout his career he has led a number of digital products for companies including AT&T, Delta, General Motors, IBM and Kraft Foods.
Patrick Schoonveld - Product Management Director, Criteo
Product management leader with over 15 years of experience across the full lifecycle of software product development. From assessing the market opportunity to launch and on to growth, his passion is building great software products and businesses.
From Israel to Silicon Valley, Niv Dror's Journey To Conquer Social Media
Season Two of Ambition Today is happy to welcome Niv Dror, head of social media for Product Hunt. Niv boasts in impressive resume in both startups and finance, stemming from his education at UC Santa Barbara.
Niv Dror, Shrug Capital
Season Two of Ambition Today is happy to welcome Niv Dror, head of social media for Product Hunt. Niv boasts an impressive resume in both startups and finance, stemming from his education at UC Santa Barbara. After moving to Silicon Valley at a very young age, Niv had surprisingly little involvement in the tech world. It surrounded him entirely and thus he never noticed it, as water to a fish. However, after auditing a few hedge funds and VC funds as a CPA, he knew where his skills truly belonged.
Niv Dror’s taste of the tech community flourished very quickly, landing non-engineering jobs at DataFox, Meerkat, and Product Hunt. He aspired to add value without asking anything in return, and was rewarded with the experience and skills to climb the ranks at multiple organizations, currently aiding the curation of the world's most cutting-edge technology on Product Hunt. Kevin and Niv explore what's behind this drive, the man he gives credit to involuntarily kickstarting his success, and much more:
Growing up in Israel and moving to the U.S. at a young age.
Pursuing a finance degree and applying it to the startup world.
Getting exposure to the tech industry by auditing a successful VC.
Building an engaging community around a product.
What changes we can see in social in 2017.
The war of pronunciation for “gif”.
We why all love gifs and how Twitter is the perfect platform.
Ambition Today Question of the Day™:
"Should people optimize for learning or for earning?"
Quote Of The Episode:
"Community is everything. Without the community, Product Hunt wouldn't work."
Links from this episode:
Thank you so much for listening and applying these useful tips and strategies to your life! If you have a chance, please drop by and leave a review for the show on iTunes by clicking here. Also, who should I interview next? Please let me know on Twitter or in the comments. Do you enjoy this podcast? If so, please leave a short review in the comments below. It keeps me going…
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Listen to this episode now:
The Spectacle Of Snapchat
Snapchat has come a long way to become the spectacle it is today. As the oldest brother of four I still remember when Snapchat was known exclusively by only my youngest brother, still in high school at the time.
Snapchat has come a long way to become the spectacle it is today. As the oldest brother of four I still remember when Snapchat was known exclusively by my youngest brother who was still in high school at the time.
Snapchat in Times Square.
When Facebook offered Snapchat $3 Billion to be acquired founder and CEO Evan Spiegel surprisingly declined the offer. Overnight the company was a household name.
From there the growth continued. I watched from New York as they secured offices in the old New York Times building, one floor below where I was working at the time. A few months later most of the Times Square billboards were taken over by iconic white ghosts on yellow backdrops.
Around this time I started using Snapchat on a daily basis and so did a lot more people. Brands started to take notice. Snapchat started selling ads for more money then YouTube was charging for its famous homepage banner ad.
The company kept iterating on its mobile first platform without adding unnecessary distractive features. Like all great companies they made complex things feel simple. Adding augmented reality as face filters, gamification through badges, publicly accessible geotagging called geo-filters, QR codes rebranded as snapcodes and more.
After fundraising millions and rebranding as Snap Inc they are now doubling down on their new mission to be a camera company. Their first hardware product, Spectacles, is slowly being released around the country by a surprisingly cool popup vending machine called "Snapbot". One of which just showed up in New York City!
For me Snapchat has replaced Facebook as the way I stay in touch with friends and family. If you don't currently have some Snapchat streaks with your friends and family or know what they are I suggest you start some today. They are fun and effective for making sure you communicate with people each day.
And recently the company has filed for an IPO. I have to say Snapchat, or Snap Inc. as it is now called, has become a company I am very fond of. They have come a long way from "that app where your photos delete themselves after 10 seconds". Snapchat has stayed true to the mission of making a great product that helps people connect. I am excited to see the company IPO and watch what they do next.
Epilogue: If you want to check out my Snapchat adventures around New York City and the rest of the world you can add me by clicking here!
A Full Day With A Brand New Boosted Board Version 2
I grew up in the suburbs of Buffalo and started driving as soon as I could. I paid off my first car while bartending in college and grew up being used to having the freedom of, if you just want to go somewhere, you simply get in your car and go there. As of today, I think I might finally have that freedom back!
Central Park, East Side Drive
I grew up in the suburbs of Buffalo and started driving as soon as I could. I paid off my first car while bartending in college and grew up being used to having the freedom of, if you just want to go somewhere, you simply get in your car and go there.
Then I moved to New York City, sold my car, and learned the ropes of public transportation. While I love public transportation and have mastered the ropes; the subway, buses, trains, and taxi's do at times force you to submit to their binds a lot of times. As a result of those limitations I still craved a way to get around New York City just as I used to be able to get around with my car, on my own terms. As of today, I think I might finally have that freedom back!
I just got my brand new Boosted Board Dual + Version 2 and yesterday was my first full day riding it. You may have seen these magical all electric "vehicles" around YouTube as a lot of the content creators have them already. Here are some of my initial thoughts so far.
High Praise 🙌 ! WOW! I am blown away! As a life long skater I can honestly say this is the dream. I started skating in my childhood driveway from before I can remember and more recently I have been longboarding around New York City on a good old fashioned non-motorized longboard for the past 3 years. This new board though, it is no joke.
Boosted Board Power Modes
To give you some quick background the Boosted Board Dual + v2 is an all electric longboard with 2 motors. It can go up to 22 MPH and comes with a 6-7 mile range on average. An optional extended battery can increase the range to 12 miles on a single charge.
The amount of acceleration the board has, is nothing short of impressive. I was immediately blown away by how fast it actually accelerated me. After that I also wasn't sure how the board would handle going uphill. I quickly learned. When I approached my first big steep hill in midtown manhattan, I jumped the boosted board up one mode from Beginner to Eco and it climbed it like a champ. Again, even accelerating while carrying me up the hill. And, if you put the board in PRO mode, you essentially fly.
Now while getting speed and acceleration on traditional longboards is almost always somewhat easy, stopping can be challenging. Stopping a longboard with your foot is a skill that takes some getting used to when you first start riding. But not with Boosted. The brakes are built into the throttle. And even better they are regenerative so when you are braking your are actually putting power back into the battery.
Perhaps most importantly though, one of my favorite things about the Boosted Board is the fact that you are getting around the city above ground. It really is a small electric vehicle. It can become easy in a big city full of public transportation to only orient your understanding of the city around the subway stops you magically pop out of the underground from. With a Boosted Board however, something that can only be described as "experiencing the great outdoors" of New York City's concrete jungle might be my favorite feature. Not only is it at times faster to get somewhere via bike lanes then taking either the subway, bus, or a taxi through traffic, but it is mind freeing. You can't stare at your phone like you would on the train or in the back of a cab, so you are forced to just experience the city around you. Which I love!
The Boosted Board's basic functions have exceeded my expectations and I can't wait for my next ride. I am sure I will learn more about the Boosted Board as I continue to ride it, but my initial impressions are amazing. I truly love that it has the potential to expose me more to this great city I live in and I can't wait to explore more of it with my Boosted Board taking me there.
10 Thousand Users In The First Month
Learn how to get 10,000 users with no budget your products first 4 weeks with this guide full of first hand experience from Manoj Khani, a Graduate of the Los Angeles Founder Institute and the founder of the photo management app PhotoPanda.
This post has been co-authored with the Founder Institute. I wanted to share it with you here, as there are some great insights and powerful tools you can start using right away.
Launching your first product is an exciting and stressful time for every startup, as the initial success of a company’s offering often determines how well the product will do in the long run. And with the large number of overnight success stories out there, the pressure to release a hot product right out of the gate is higher than ever.
Luckily, if you’re getting ready to launch your product and want to learn how to get the most from your release, this guide can help you get started as it is filled with insights from someone who managed to attract over ten thousand users in just four weeks of launching their product - WITHOUT a marketing plan or budget. That someone is Manoj Khani, a Graduate of the Los Angeles Founder Institute and the founder of the photo management app PhotoPanda.
Like most first time entrepreneurs, when we first started building PhotoPanda, I only had a rough idea of how we were going to get in front of users, but not a tested Go To Market plan. We were busy building the product with a small team that consisted of a Designer, Developer, and a Product Manager, but not a marketer. Also, our assumptions about who our best users were, haven’t been validated in any statically significant environments. Yet, despite a lack of early planning and our decision to not invest in paid acquisition until we found out user lifetime value data; we were able to acquire over 10,000 passionate users within the first 4 weeks of launch.
So how did we grow 100x from our first one hundred beta testers while only spending <$100 and what did we learn?
1. Promote Your Company on Product Hunt
We asked one of our mentors to submit us to Product Hunt. Product Hunt is great for spreading the word among early adopters, especially if you have a consumer product. Its users will not only try your product, but also give you valuable feedback. Various tech journalists also frequent the site daily looking for new products to write about.
Here are a few points to keep in mind when promoting your product on Product Hunt:
- Apart from finding someone who has submission rights, you will need to make sure your product looks ready and delivers value. A rickety beta will cost you the opportunity inherent in the launch of a brand new product, as the site showcases new releases only.
- Also, you will need to make sure that when your product does go live on the site, you are 100% available to respond to all comments and feedback from its users.
- Being on time zone 12 hours ahead when PhotoPanda went live, my ability to not rapidly get back to the commenters limited the amount of upvotes we received.
2. Reach Out to Bloggers and Journalists
Product reviews by bloggers/journalists are a win-win, as it means they do the work for getting you in front of interested eyeballs and in return their users benefit from it. Getting a positive product review from a trusted author is far more effective than any sort of paid advertising to that user base. Bloggers know their readers and will write only when the product is relevant and useful to their readers.
Below are some tips to keep in mind to utilize bloggers and journalists to expand your user base:
- Reach out to as many writers as possible. We submitted PhotoPanda to the App Store, and immediately started reaching out to tech journalists and mommy bloggers. We had put together a contact list of 100+ journalists and reached out individually to all of them. I followed them on Twitter and started engaging with their posts.
- Don’t give up. Unless you have an existing relationship or the blogger wants to write about that space, the conversion is low here. So don’t get demoralized; it is still better than nothing! In the second week of doing this and leveraging the Product Hunt announcement, we got our first review published in AppAdvice. The online tech magazine has a significant audience and soon after, CultOfMac included us in their “Apps of the Week” section. These positive articles propelled us towards our first thousand users.
Go international. Seeing this traction domestically, we started reaching out to bloggers internationally in the United Kingdom, Japan, and Southeast Asia – places where we expected our core demography to be. After many translated emails (we used Gengo for professional translations), we received reviews in two major Japanese outlets techjo.jp, appps.jp, followed by stories in Indonesia and Hong Kong. This brought us our next several thousand users in a matter of days.
3. Submit to Product Review Sites
There are quite a few sites that will help you submit your new product to many technology websites at once. After trying a few, I ended up using StartupLister, which helped us submit to over 40 other websites like Mashable, The Verge etc., for $89 only. Not only did this save us valuable time in the race to get the word out, we also got accepted by many upcoming sites like BetaBound, Startup blink and Killer Startups, that we would not have otherwise known of.
A word of caution: Some sites will ask you to pay to publish your review faster. I would advise against this. The best reviews are ones in which the blogger/journalists loved your product or found it relevant and wanted to write about it to their users can benefit from it.
4. Boost Your Social Media Presence
Since PhotoPanda is in the photos space, Instagram was the obvious choice for social media. We were frustrated with the amount of effort it took to grow the audience, so we used an automation tool (Boostagram) to help us get up to a 1,000 new followers per month. This helped us gain a presence on social media and an early communication outlet for our users. However, converting social media to paying users is a separate challenge and the topic of another post.
In addition to Boostagram, check out the following tools to help you get the most out of your social media accounts:
- EveryPost enables you to curate your company’s visual content, schedule customized posts, and share content to all major social media platforms, including Facebook, Twitter, Google+, LinkedIn, Pinterest, and Tumblr.
- Bit.ly lets you shorten your url and tracks clicks to help you monitor how well your content is converting traffic to your website.
- Hootsuite, a social media management tool that lets you schedule and analyze your social media marketing campaigns.
- Crowd Booster optimizes your social media marketing decisions by automatically sending you analytics on a regular basis.
5. Promote Your Product on TV
The year prior to going completely digital, we had been on a Fox morning show on Cyber Monday. The audience of the morning show, airing in Santa Barbara, was not quite what we were targeting, so while it helped from a press perspective, it did not have any real impact on sales.
If you plan on promoting your product on a TV show, keep the following points in mind:
- Remember that appearing on television won’t guarantee a sudden surge in users, so make sure you’re targeting the right audience.
- The smaller and more localized the TV program, the smaller and more localized your audience will be.
- If you are able to promote your product on television, plan a major social media campaign before, during, and after your appearance.
- In the event that your TV show appearance does reach a wide audience, block off the next few days after the program airs to ensure you’re prepared for increased volume.
6. Hire a Growth Hacker
With the number of early stage startups ballooning, there is a surge of “growth” companies and growth hackers or social engineers. Most of these cost money and need several weeks or months before building any real traction. Prior to hiring such help, you will need to understand whether they specialize in the audience you are targeting and how exactly they will help.
In the Entrepreneur article, “The Entrepreneur's Guide to Hiring a Kickass Growth Hacker”, Neil Patel outlines several important tips to consider before bringing on a growth hacker. Here are a few of the highlights below:
- Remember that growth hacking is more of a mindset than a set of methods or skills, as it requires more creative thinking than technical methods.
- Look for a strategist rather than a technician. Growth hackers are less concerned with technical details than they are with the way in which the details work together.
- Don’t hire a growth hacker; instead look for a content marketer with a growth hacker mindset. “Growth Hacker” isn’t an official title, so hire someone with a mix of old and new strategies.
- Look for someone with experience, someone who has successfully hacked their way to growth at previous companies, as they will be better equipped to identify your needs.
Quick Takeaways
- Plan your “go-to market” before starting to build the product. Test it during development, and have an audience that can benefit from your product, ready to try your beta/MVP.
- Leverage third party tools to submit to as many early adopters sites as possible. Follow up at least a few times with the ones that are relevant to your product/vertical.
- Figure out the best social media channel and use automation tools to build your following faster and more effectively.
- Be hyperactive when interacting with early adopters and responding to their feedback, reviews, and comments to establish your credibility.
- Try free channels to validate your core users and product assumptions first before investing significantly in paid channels or hiring outside companies.
A lot of effort goes into building a good product. Almost similar effort, if not more is needed to get it out in front of the audience that will benefit from it the most. Trying multiple routes to understand and acquire these users before investing in paid channels is a scrappy way for refining your product quickly. It will also grease the wheels of any inherent viral components, setting you up for more organic growth and accelerated learnings.
Build Online Websites Like Offline Real Estate
Normal real estate is a much older industry then the current technology industry most of us interact with everyday. Tonight I heard an interesting perspective on how to think about digital real estate within the technology industry from David Karp, the Founder of Tumblr.
The real estate industry is a much older industry then the current technology industry most of us interact with everyday via our phones and computers. Tonight I heard an interesting perspective from David Karp, the Founder of Tumblr, connecting the two industries in regards to how we should think when building digital real estate (online platforms & communities) within the technology industry.
Tumblr as you know was acquired by Yahoo for $1.1 Billion and the community at that time was reported around 300 million monthly unique visitors. That is a pretty big chunk of virtual land. The analogy David made was comparing the similar way an online community of people hang out on their favorite website to the way an offline community of people hang out at their favorite bar.
Let's play this analogy out and throw in a main character here. We can call the main character in this analogy Ted. Now say Ted goes to MacLaren's Pub every week to meet up with his friends. For the sake of adding a bit more realism to this story, let's give Ted's friends names too. We can call them Marshall, Robin, Barney, and Lily. I just came up with those on the fly, pretty good right? Now, each time this group of friends comes to MacLaren's Pub they sit in their favorite booth. They get drinks, order food, and good times are had whenever visiting MacLaren's Pub. This is their bar. This is their community.
Then one day the owner of the bar decides it's time to move some furniture around. He bought some fancy new tables and chairs which will increase the revenue per square foot of the pub. In comes the new tables and chairs and out goes the booth. It gets thrown out.
The next day Ted, Robin, Marshall, Lilly, and Barney all come back to visit their favorite booth at MacLaren's Pub to find that it is now gone! The food is as good as it was before, the drinks are the same temperature, the walls are the same color, but now their favorite booth is gone. And the first thought that crosses the mind of Ted, Robin, Marshall, Lilly, and Barney is the thought: "They can't do this to us, this is our bar! This is our community!"
Now re-read the above HIMYM metaphor and replace MacLaren's Pub with a website and the friends with that website's users. I really like this analogy. It makes you always remember that there are humans making up the loyal online community of most websites. It can be easy to forget this at times when just viewing click maps, analyzing Google Analytics, checking cost per user acquisition models, and judging conversion data. Just like re-arranging the furniture in your house, you need to always be thinking about how that change will affect the people who spend the most time in that space. So next time you are thinking about pushing a big release to your website or product that could alter the way your community uses it, make sure you think carefully about how you do so or your visitors might just go to another bar.