If you fail to plan, you are planning to fail. -Benjamin Franklin-
Startup adalah sebuah perusahaan rintisan, umumnya disebut startup (atau ejaan lain yaitu start-up), merujuk pada semua perusahaan yang belum lama beroperasi dan pada fase pengembangan untuk menemukan pasar yang tepat.
▧ Bisnis startup identik dengan teknologi, web, internet dan aplikasi.
▧ Software startup adalah perusahaan teknologi yang berfokus pada penyediaan product atau jasa melalui program (software) yang di tanamkan pada computer maupun mobile devices.
Build something that 100 people love, not something that 1 million people kind of like
-Brian Chesky, Airbnb-
Product-Market Fit with Lean Product Process
At the bottom of the pyramid is the market and the people who have a need. Your target market are people with a set of underserved needs that you can fulfill. At the top – the value proposition, the features and functions of your product and user experience which brings the features to life.
How do the top layers resonate with the bottom layers? This depends on the decisions YOU are making.
" starts with getting clear on your target customers."
“What are their high level needs?”
By creating personas you give yourself a better chance at defining the exact needs of the audience you want to serve.
1. Identifying underserved customer needs
This is where the problem space vs the solution space come into play.
The problem space is a customer problem that you should address. The solution space is a specific implementation to address customer need.
As an example, the story of astronauts in space. Millions of dollars was spent on creating a pen that would write in space. It still exists today.
… The Russians gave their astronauts a pencil, obviously requiring a LOT less expense.
The pen is the solution to the problem of needing a pen that writes in space. But was the problem really ‘we need to be able to write in space’?
Many products fail due to poor problem space thinking. “When we’re building products we have to design and develop in the solution space, but as Product Manager, your main value add is to discover target customers, to find out their needs and define how your product should address those. Thus the ‘why’ vs the ‘what’ is helpful and important to you as a product manager.”
2. Defining the problem
Now comes the next challenge – which problems do you address and solve?
To decide this, how you can talk to users to define firstly what’s important to them and secondly where they’re not satisfied.
“You can find something that is of importance, but if the problem has already been solved you need to do it ten times better. Think about taking on Google as an example, they already have the search space ‘solved’.”
Map your survey answers on an axis, taking into account importance and satisfaction. From there you will be able to identify the ‘easy wins’, of highly important needs that aren’t currently being met.
“Uber launched itself right into this space if you consider this method. They’re popular because cab rides, while necessary, were terrible before Uber came on the scene. They were unreliable and expensive.”
3. Defining your value proposition
As a product manager, you need to ask yourself – Which user benefits are you providing? How are you better than your competitors?
When developing your product, list out must-have benefits, performance benefits and delighters. List columns for your competitors as well as yourself. You can use this to see how you can pick your product strategy to gain the edge over the competition.
4. Specifying Your MVP
You don’t want to spend too many resources building a product that nobody wants. Dan reminds that you have to break your products down into features and chunks so you can prioritise for your minimum viable product.
“Test a basic MVP with customers in small groups.”
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