Bringing a product to the market

Have you ever had a fantastic idea but didn’t know how to turn it into a real product? Well, don’t worry! In this blog, we’ll show you the quickest, cheapest, and simplest way to bring your idea to market.


Many people dream of being successful entrepreneurs, and you can be one too! You don’t need loads of money to make it happen. All you need is the determination to keep testing your product, making small improvements until it becomes a hit with customers. That’s the secret sauce to success!


So get ready to learn how to turn your precious idea into a tangible product that people love. It’s easier than you might think.


The lean canvas approach

Do you often come up with business ideas that you think could be successful? Before turning those ideas into reality, it’s important to write them down and plan them out. This is where a “lean canvas” comes in handy.


Think of the lean canvas as a simple and clear one-page diagram. It’s a quick and flexible way to document your business idea. Unlike traditional lengthy business plans that take months to create and are hard to change, the lean canvas allows you to experiment and adjust your ideas easily.


When you have a new business idea, it’s based on assumptions and hypotheses. You might believe that your customers want a beautifully designed website, but as you learn more, you might find out they actually want something more functional. With a lean canvas, you can quickly adapt and shift your focus accordingly.


So, start by creating a few different one-page plans using the lean canvas approach. This will help you explore various business models for your idea. Over time, you’ll have several plans to choose from, and you can identify the ones that seem to address a real need in the market.


However, don’t rush into action just yet. Before launching your business, there are a few more steps to complete. Review all the lean canvas plans and select the strongest ones. Take your time to analyze and make sure you’re choosing the best approach for your business.


In summary, if you consider yourself an ideas person, use the lean canvas to quickly and clearly document your business ideas. It’s a flexible tool that allows you to experiment with different approaches and refine your plans before taking the next steps to bring your business to life.


How to find a product-market fit

In order to come up with a successful business idea, you need to test and refine your product until it’s something customers really want. People camping out in front of Apple stores to buy the latest iPhone shows that creating a product people love can lead to great success.


To figure out what your customers want, you should test your ideas thoroughly. Instead of immediately building and selling a product, start with prototypes or mock-ups. This way, you can collect data and see what your customers need before investing too much time and resources.


Here’s a three-step process to help you with testing:


Step 1: Build a basic prototype, like a simple website landing page, to present your product to customers.


Step 2: Measure customer response to the prototype by collecting relevant data, like how many people sign up or show interest.


Step 3: Learn from the data you gathered. Identify what worked well and what didn’t, and use this knowledge to improve your prototype.


Keep repeating this build-measure-learn loop, tweaking your prototype each time, until you have a product that customers are genuinely interested in. This process can be applied to various aspects of your idea development, even something as simple as a tagline. By following this method, you’ll achieve what’s called a “product-market fit,” meaning your product perfectly matches what your customers want.


Listening to customers: The key to creating successful products

Understanding what your potential customers want is absolutely crucial before creating your product. Instead of spending countless hours on data and surveys, there’s a more effective approach – talk to your potential customers directly!


Surveys may not be the best choice for product development, as you might struggle to ask all the right questions when you’re still in the early stages of building your product. Furthermore, providing predefined answers can be tricky when you don’t yet know what the relevant options should be. The result could be a bunch of unhelpful “other” responses.


Focus groups aren’t ideal either, as group thinking tends to overshadow individual responses. To truly understand your customers’ problems and needs, engaging in open conversations like interviews is the way to go.


For instance, let’s say you aim to develop software for easy photo and video sharing online. By conducting interviews, you might discover that busy parents especially crave a simple way to share media with their families. This invaluable information can lead to a clear and compelling Unique Value Proposition (UVP) for your product, like “Easy photo and video sharing for busy parents.”


Moreover, interviews help you pinpoint the specific market where your product is needed, as demonstrated in the example with busy parents. By leveraging the insights gathered through interviews, you can reduce the risk of wasted resources and perfect your product before it hits the market.


To ensure your product is brilliant, prioritize direct conversations with potential customers through interviews. This approach allows you to gain real, actionable insights, guiding you toward a successful product that addresses genuine needs. So, don’t hesitate – talk to your customers and let their voices shape the future of your product!


Demo version


The importance of building a demo version before your final product

Before finalizing your product, it’s crucial to create a demo version for testing its functionality and pricing. A demo can be a video, sketches, or early prototypes that represent your actual product. The purpose of the demo is to let customers evaluate your idea and pricing to see if it meets their needs.


You can gather valuable feedback by presenting the demo to customers and asking for their opinions. Find out what they like, dislike, and what features they want or don’t want in the product. This input will help you improve your offering.


Test your pricing by sharing the pricing model with potential customers and observing their initial reactions. If they seem uncertain, discuss alternative pricing options with them.


Once you have collected this feedback, you can proceed with building the actual product for its first release. But the learning process doesn’t end there. It’s essential to release an early version of the product as soon as possible. This will allow you to identify and address any issues that may arise, keeping your business on track.


Remember, the goal is to create a product that solves your customers’ main problem without unnecessary features.


Additionally, create a simple landing page online to promote your product. Include essential elements such as a clear headline, supporting image, call to action, and contact details. This will help attract potential customers and generate interest in your product.


Improving your product’s customer experience

Understanding your customers’ experience is crucial for your business. To do this, you can follow the journey of early customers who try your product first and identify any issues they encounter.


Imagine visiting a website, loving a product, but struggling to place an order due to complexity. To avoid this happening to your customers, you can take a smart approach.


Get feedback from early users before your official launch. You could even invite people you interviewed to try your product as early adopters. Offer a free trial to attract testers and gather valuable feedback to improve the customer experience.


To pinpoint specific problem areas, you need to track your customer’s journey, known as the customer lifecycle. This journey includes everything from arriving at your site to becoming a paying customer. By analyzing the lifecycle, you can find out where you lose these early customers.


For instance, are potential customers put off by your website’s design? Do they sign up for the trial but not use it? Are they leaving products in the cart without completing the purchase? Web analytics can help you track customer behavior and identify problems.


If the issues remain unclear, conducting more interviews can help troubleshoot in detail. Human interaction is vital to finding effective solutions.


Though it may sound like a lot of work, analytics only tell you that a problem exists. To truly solve it, connecting with real customers through interviews is invaluable. By doing this, you can create a better customer experience and boost your business.


How to improve traction

Are people buying your product and sticking around, or are you struggling with slow sales? If you’re facing slow activity, indifferent reviews, and a lack of word-of-mouth promotion, don’t worry, your business isn’t necessarily failing. It just means that you haven’t quite found the perfect match between your product and the market yet. But there are ways to improve!


To measure how well your product is doing, you need to look at its early traction – basically, how much interest and demand there is for it. The way you measure this depends on the type of product you have. For example, if you sell books, good sales numbers indicate good traction. However, if you sell software, the number of returning customers each month shows your traction.


If you don’t have a clear way to measure your traction, there are other ways to figure out how your business is doing. Look at your customer’s journey and see where they drop off or lose interest. This will help you identify potential problems to fix. For instance, if many customers leave during the payment process, focus on improving the payment system first.


You should also consider removing or modifying features that don’t seem to make a positive impact on your customers. If the problem lies in customers not returning, don’t hesitate to reach out to them and find out why.


By taking these steps, you can address the issues that are holding your business back, find the right product-market fit, and start gaining momentum. Achieving early traction will set the stage for the growth of both your product and your company.


In conclusion, if you build and launch a product without testing and getting feedback, it’s a big waste of time and money, and it’s likely to fail. To make sure your product is something people will want to buy, you need feedback every step of the way, from the beginning of your idea to the final product.


The best way to do this is not just by looking at your progress but by talking to your potential customers. Don’t be scared of feedback; try your best to get honest answers. If you’re a software developer and not used to dealing with customers directly, it might be a bit hard or scary to ask people for feedback. But you can start by reaching out to people you already know, so it’s not so intimidating.


If you can, meet with them in a nice place like a cafe instead of a formal work setting. Give yourself and your customers enough time to have a relaxed conversation. This way, you’ll get all the information you need to make your product better and more successful.

Inspired by a book “Running Lean”; Ash Maurya

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