WordCamp Europe Experience From An Indian Perspective

WordCamp is a culmination of monthly WordPress meetups into an annual event held across many cities in the world. WordCamp US and WordCamp Europe are special events that bring WordPress communities from various regions to one city to celebrate the spirit of WordPress.

WordCamp Europe 2016 held this time in Vienna was the largest WordCamp ever held with 1900+ attendees from more than 30+ countries. It moved from Seville to Vienna this year and it’s going to be held in Paris next year.

We haven’t had a WordCamp Bangalore yet, but I attended WordCamp Mumbai earlier this year. So I wasn’t entirely sure what to expect from a WordCamp abroad.

As a first time attendee at an event like this, I had a few apprehensions and a tad anxious too.

Given that Vienna was a long flight from Bangalore, I decided to use the opportunity to visit family in neighbouring Switzerland and then get to Vienna a few days before the event.

Basel train station
Basel SBB – Train station

Took the chance to visit Art Basel as well when I was there https://goo.gl/photos/VAVkjMDRPiykeQFq6

View of Zurich from Uetilberg, the highest point.

While Switzerland was gloomy and sunny intermittently, Vienna was just hot. I met up with Akshat who also traveled from Bangalore at our Wombats hostel near Naschmarkt on 21st June.

The beautiful open space outside the venue
View from the hostel room window

He’s a veteran of sorts with attending these events and having already built good relationships within the community, I heeded his advice and got there early. And thanks to him, I made some new friends.

We walked around Stepehenplatz the first evening planning and setting up meetings with people. This was my 2nd visit to Vienna and so it wasn’t very difficult trying to navigate the city.

Picking up a local sim card with data for €15 was well worth it. Made it very easy for us to communicate and coordinate with others we were planning to meet.

Naschmarkt

Meeting people from so many different nationalities with unique backgrounds and outlook towards life was an enriching experience. It reminded me of the diversity of my own country. It warrants a separate post on the people I met and what I learned from them.

Leopold Museum was a great venue to interact with people.

Numerous conversations I had involved talking about culture, history and languages. Many were surprised to hear that we have  100+ languages in India and many more dialects.

I always take pleasure in explaining the subtleties and nuances of India. What you is generally get to read is an oversimplified and reductionist view. So, I hope every person I spoke to walked away feeling as enriched as I did, learning about another country and its people.

Tribe meetups and unconference was a great idea

The diversity of the attendees also meant you got to observe the different accents, cultural influences, language and interesting questions about India, although none as ignorant as these. 

There were a few that got asked often though. When I spoke about the WordPress agency and Design Studio I run, I was asked where I got all our clients from. I’m wondering if that was a polite way of asking “are you an outsourcing agency?” 😂 Or am I reading too much between the lines?

Many were surprised to know we worked mostly with local businesses and startups in Bangalore and how we transformed from a product to a WordPress agency.

Indian agencies really do have a bad reputation of spamming people and in some cases doing sub standard work. However, branding all Indian companies with the same brush would be a foolish thing to do. The image of an Indian company doing outsourcing work for dirt cheap seemed to be common.

So it was interesting to see some reactions when they heard our story and how we work. “Your English is very good”… I heard that a couple of times too. 😃

One of the things I was curious about before coming was what language would people be most comfortable with. And from what I noticed, most folks had a good grasp of English and it seemed to be the primary language of choice.

This is intriguing because in India, with all our different languages, you notice something similar. At conferences, you will generally notice most talking in English, but observe more intently and you will hear Hindi, Bengali, Tamil, Kannada, Telugu and other regional languages being spoken among small groups.

I never got to ask this question, but I’m wondering what language is used in local WordPress meetups across different European countries.

India is like Europe in many ways and to me the diversity at this event symbolized what WordPress is all about. It was also great to see the numerous steps the organizers had taken to make this an inclusive event.

Remote work is an interesting trend I see more and more across companies. The big agencies at WCEU seemed to have embraced it. I haven’t seen much of this in India yet, but I encourage it within our company. I had an interesting chat with Tom Wilmots from Human Made about this. Another topic that deserves a separate blog post.

In the end, I must say that the volunteers and organizers of this event did a fabulous job.So, thank you for making my long trip a worthwhile one. It was a great learning experience.

Why Requirements Gathering From Clients Can Be A Challenge?

If you’ve been in the client servicing business for any length of time, you would have seen the two-line requirements for projects from potential clients. And then followed by a request for a quote by the end of the day.

To respond the right way, we need to first understand the reason behind such client requests.

Here’s why I think most clients don’t give you a detailed requirement:

Once a client has identified the vendor, they believe their job is done. They do not understand the importance of their involvement. Clients need to set the vision that will drive the project.

Requirements for projects are ultimately driven by business goals. Without articulated business goals, there is no guiding principle for a website or any outsourced project. These business goals are then to be translated into corresponding website KPIs and CTA.

Most people don’t factor the planning time into the equation. A lot of projects don’t start on time as a result of this. At Pixelmattic, we insist on getting clarity in requirements and planning for the project before jumping in.

With no clear roles or stakeholders defined within the organization to handle the project, you either end up with too many decision makers or none. Web development is a collaborative process that requires client inputs at regular intervals. This is a major reason projects miss their deadlines.

It’s a big misconception that requirements for projects have to be technical in nature. They can be, but they don’t need to start out being technical. The job of a good consultant or business analyst is to convert business needs into technical requirements that a designer or developer can use.

There is so much emphasis, even if it’s for negotiation purposes, on adhering to tight timelines. This sometimes results in clients trying to micromanage or wanting status updates on an hourly or daily basis. Focus on execution and not enough on planning or requirements is an investment with diminishing returns.

I’ve seen many companies, eager to close the opportunity and jump right into project implementation, only to end up fire-fighting issues mid-way through the project. That’s doing a disservice to the client and your own business.

I address this by educating our customers during the initial planning conversations. Our blog posts on the Pixelmattic website  explain why it takes time to plan and what goes into planning for a website. This gets reinforced again through our email marketing campaigns.

Requirements elicitation is an art that requires patience and the ability to ask the right questions. The onus is on the vendor to probe and get all the details necessary for a successful execution of the project.

If you’re in a similar business, how do you tackle it?

 

 

Photo credit: theimagegroup / Foter / CC BY-NC-SA

20 Growth Hacking Tools To Improve Your Digital Marketing

growth hacking tools

 

I attended a session on Growth Hacking at Social Media Week Bangalore. Deepan Siddhu shared a bunch of tools for growth hacking that I think can be very useful.

What is Growth Hacking?

Growth Hacking is a combination of methods, tools and best practices to achieve a singular goal – Growth! This is particularly useful for startups. Companies like Dropbox, AirBnB, and Quora have used these tactics to achieve spectacular growth.

Here is a detailed explanation to Growth Hacking by Neil Patel.

growth hacking tools definition neil patel

 

Growth Hacking Tools to jumpstart your customer acquisition:

1. Unbounce

unbounce growth hacking tools

 

2. Instapage

growth hacking tools

 

3. SendGrid

growth hacking tools

 

4. Intercom

growth hacking tools

 

5. Olark

growth hacking tools

 

6. Typeform

growth hacking tools

 

7. Sniply

growth hacking tools

 

8. SessionCam

growth hacking tools

 

9. Zapier

growth hacking tools

 

10. Clicktotweet

Screen Shot 2015-02-26 at 10.05.59 pm

 

11. Pay With A Tweet

Screen Shot 2015-02-26 at 10.05.44 pm

 

 

15. Optimizely

optimizely growth hacking tools

 

16. Colibri.io

colibri growth hacking tools

 

17. Sumome Highlighter

sumome highlighter growth hacking tools

 

18. Outbrain

outbrain growth hacking tools retargeting

 

19. Headline Analyzer

headline analyzer growth hacking tools

 

20. Hello Bar

hello bar growth hacking analyzer

 

5 mistakes in content marketing from a previous experience

content marketing blogging

Sometime last year, I came up with an idea of starting a company blog. I set up a folder on Google Drive, asked the team members to contribute ideas and assigned topics based on the person’s interest or line of work.

We managed to write a few blog posts over 2 months and then completely forgot about it. There were a number of faults with the way it was planned and executed.

More recently, I’ve been researching and learning about Content Marketing from a more strategic perspective. I’ve realized from my own previous experiences with the company blog and this personal blog, that a few things seem obvious on hindsight.

So, here are the 5 mistakes in content marketing from my previous experiences:

1. Create content. Web traffic will follow.

When you set out to create content, in most cases a blog, you tend to think that visitors will flock to your site or blog, engage with it and it will go viral. The reality is far from it. It is hard work not only creating content, but attracting the attention of the visitors and retaining their interest while they’re on your site.

It helps to think of ways to market your content and not focus just on creating it.

2. Execute without a strategic plan

A recent study indicated that most people write blogs and create content without a plan in place (Only 44% of marketers have a documented strategy).Without a documented plan or strategy, the chances of failure are that much higher.

When you take the time to put a schedule and an action plan in place, the chances of you or your team following it are higher.

If you use WordPress as a blogging platform, you can use this plugin to help you plan.

3. Expect immediate results

Similar to #1, a lot of people will expect to see an immediate impact on their bottom lines. This could be attributed to outbound marketing influences and thinking, where you push out messages and expect instant results.

I suppose one of the reasons we gave up was not seeing a spike in graphs. People are generally used to seeing those after running expensive ad campaigns. Our failure contributes to this statistic – 95% of blogs are abandoned.

Another reason is not taking into consideration the effort each blog post takes and/or creating time in your schedule to do this consistently. 54% of the bloggers spends less than two hours on average per blog post. On the other hand, pro bloggers at Copyblogger spend 5-7 hours researching, writing and editing for every blog post.

4. Talk about yourself and what you do.

Such an easy trap to fall into. When you launch a product/service, all you want to do is talk about how great it is and all the endless features it offers.

But all that people want to know is if your product/service is solving any of their problems.

Utility X Inspiration X Empathy = Quality Content

Content has no utility to the reader if you are not trying to address her interests or problems.

5. Not measure or track data systematically.

If you can’t measure the value of what you are creating, there is no feedback to change or improve. It is vital to have some sort of system in place to track your metrics. Google Analytics is only the first step.

If you’re using blogging as a strategy in a B2B context, then you probably have to look at mapping customer’s buying process to your content strategy. Joe Puliizi calls it the Content Segmentation Grid.

Content Marketing tool
Content Segmentation Grid with Buying Cycle

 

If you want avoid these 5 mistakes in content marketing, have a plan!

Trying to cultivate a blogging culture within a company can be a difficult task. Sumeet, who is a great storyteller and blogger, recently wrote about his learnings from running a blogging competition at ThoughtWorks and gamifying that experience. You should definitely give it a read.

What has been your experience with blogging for your company or personally? How do you maintain that consistency?

Designing a better user experience for products

Build a product and the users will come they say. Sadly, that statement is deceiving. The users might come as a result of a marketing blitz, but for them to stay on and use the product and recommend it to others, they need to enjoy using the product.

Gamification beyond points, badges & awards

When designing a system, consider the social engagement verbs that you want to use to describe desired user behaviors. It is known that male users prefer competition, while female users like to collaborate. So identify your target audience, list the actions you want them to perform and then design features or flows around it.

Do you want the user to ‘Express’, ‘Compete’, ‘Explore’ or ‘Collaborate’?

Product Usage Lifecycle

Product Usage Lifecycle is another important aspect to consider while designing the system. What actions do you want the users to perform at the onboarding stage will be different from ongoing use and the passionate use phase. Needs of the users at each stage are different and therefore your goal must accordingly change as well.

Our approach when building products and adding features is to first look at Benefits, Ease of Use and then maybe the Positive Emotion it evokes. What if we turned that around? How about building virality into the product by delighting customers when they use your product? You’d save a few marketing dollars for sure. Intuit uses this approach to build their products. (Design for Delight)

Coming back to gamification, progress mechanics that involve points, badges, & leaderboards is the last step in game design. Having built a gamified product, I can tell you this is the easiest step, and therefore very tempting to do it first. Even here, one can dig deeper behind what I call the 1st layer of gamification, to identify patterns for reward schedules that tap into intrinsic motivation.

Another game design concept is the use of the MDA Framework  – Mechanics, Dynamics and Aesthetics. Keep an eye on how much importance you pay to each and in what order.

Gamification, unfortunately is a much-abused word that has to come to signify trivial use of points, awards & badges. Gamification done right will provide better user engagement at every phase of product use. But it is also tougher and intellectually more challenging.

Amy Jo Kim and Jane McGonigal are two game designers you must follow if you’re interested in applications of game design.

 

Nexus 4 review and recent smartphone trends

After a painful wait I finally managed to get my hands on the nexus 4. It’s been over a month now with the phone and I think I’ve spent enough time on it to write my review. The phone has still not launched officially in India last I checked. It’s no surprise then to hear stories of people returning from the US carrying up to 10 nexus4 phones on them. Google Play Store in India has seen a lot of activity in recent months. I’m surprised they haven’t managed to bring the phone to India yet.

Bigger the better? Nexus4 sports a 4.7″ IPS display that is bright, sharp and very readable in sunlight. While the screen looks great, my gripe is with the screen size. Samsung started this ridiculous trend of creating bigger sized devices with every new release. They’ve reached 6″ now. Unbelievable! They’ve got devices covering the entire range from 3″ to 10″. This madness needs to stop. For people like me who prefer to use the phone with just one hand on most occasions , the big screen size makes it practically impossible to use, without dropping it a few times. The ideal form factor for me is a phone that can be held with one hand and where the thumb can reach the diagonally opposite top corner of the screen comfortably. Nexus One had a beautiful form factor and fit perfectly in your hand.

 

IMG_20130318_132042

 

Use and throw – The release cycles for new products seem to be shrinking while the ‘features’ on the phone always seem to be growing; battery life still remains quite average. Another trend you now see is to seal the batteries. Shorter product lifespan, arguably less durable devices which seem to get outdated far sooner than before plays into the hands of the manufacturers.

The nexus devices have gathered a fan following, and I’m one of them. When you package premium hardware, with the latest version of android (minus all the UI layers 3rd party manufacturers put on top of it) and offer it at a very reasonable price, it makes for an impressive offering.

When you compare this phone with some of the competitors, it feels more premium, with a unique design pattern covered by a glass panel at the back. It definitely stands out when you compare it to the plastic shells Samsung puts out.

So what’s good about the nexus4?

There’s more juice in this phone than you can handle. 2GB of RAM with 1.5 Ghz quad core processor makes this phone fly. You can have a ton of apps running in the background and continue to use the phone without a stutter.

Jelly Bean 4.2.2 stock is smooth. Butter smooth! Android still has some way to go with the UI, but they’ve done a heck of a lot in the last few releases. The biggest advantage of this phone, or any nexus device, has got to be the updates. In most cases you will be the first one to receive it. Otherwise, for most android phones, it’s a frustrating wait to receive it or in some cases not receive any update at all.

Google Now is great. It is something I’ve come to use quite often. So it’s certainly not a gimmicky feature you would find on other phones that sound cool, but is of no practical use. I think it’s only going to get more intelligent, and will become the go to Google feature on any android phone in the future, just like Google search on your desktop.

All this awesomeness for only $299 for the 8GB version or $349 for the 16GB version! There is no phone currently available in the market that offers this level of quality and performance at such a low price point. If you’re on the lookout for an android phone with a mid size budget, this has got to be your #1 option.

What could’ve been better?

Camera on this phone is slightly above average. For a flagship phone I expected the camera to be fantastic, which it is not. It does take decent pictures in good light conditions, and there’s no denying that. There is a bug with focussing though that I’m hoping gets fixed in the next update. Camera app comes with a built-in panoramic and sphere capture modes which allow you to take interesting photos. Recent pics on this blog are from my nexus 4.  A little disappointed with the camera at the end of the day.

The battery lasts a day with average usage which we’ve come to expect with smartphones these days. Anything longer is a bonus. I get about 16-18 hours with regular usage. The negative is that phone comes with a non removable battery.

Speaker is on the back panel and is placed flush with the surface. So if the phone is resting on a flat surface almost 70% of the volume is blocked when your phone rings. This is a design flaw in my opinion. However, if you decide to use the bumper case, the phone doesn’t sit flush on the surface and you can hear the ring better.

Contacts sync with google works reasonably well. I’ve had duplication issues before while syncing. Best way to manage your contacts is to login to a computer and fix all contacts yourself by purging & merging. Don’t try and do that on the phone. It’s far easier to do on the web. While the contacts sync with Google well, it seems Google is hell bent on pushing G+ everywhere. So I was surprised to see FB and Twitter contacts sync not supported anymore.

I hope Google anticipates the demand accurately and plans accordingly for their next Nexus device.

Highlights from the TiE Business Of Sports event

Photo Credit: https://www.flickr.com/photos/seeminglee/8650764769

Attended a TiE Bangalore event recently where the panel discussed the business of sports in India currently and where it is headed. Here are some highlights from the evening:

2013-04-25 19.12.36

 

  1. No avenues for sports management training or courses.
  2. Education & research in the sports industry lacking
  3. Global practices for sports management need to be adopted
  4. If you fail at sports it does not mean you need to look for a career outside of sports. There are many careers around sports.
  5. Success of the sports business depends on the ability to get at least 10-15% of the population to play sports.
  6. Is there a business in sports beyond cricket?
  7. Technology can play a role in overcoming the many obstacles in sports business and enable better efficiency in its operations.
  8. Sports can’t sustain only on consumerism. It needs quality sportsmen and heroes.
  9. India is now in a position to create sports properties for not only India but for other countries as well.
  10. There’s not enough marketing talent working in the sports industry. Even the IPL, for all its glitz, fails to fill up every stadium for every match. And it only takes 3 million people to fill up every cricket stadium in India.

 

 

Notes from the panel discussion on ‘How to build core technology companies from India’

Photo Credit: https://www.flickr.com/photos/redisdead/12000508814

Nexus Venture Partners held a panel discussion at Novotel Tech Park yesterday on how to build core technology companies from India. Here are some interesting points made by some of the panelists:

1. Don’t read too much into trends reported on blogs. Get out and talk to the customers.

2. Don’t shy away from building a field sales team. If there is demand for the product and it requires a sales team, build it.

3. Sales folks are motivated mostly by monetary incentives. Perception among people is that Indian companies don’t pay well. If you find great talent, pay  them really well. If you can’t afford to pay an extremely high salary, then compensate for that with a higher percentage in commission.

4. Building relationships is key to getting customers. Please your initial customers to the extent that they become your torchbearers.

5. Think global. It’s easier if you think it through and plan for it. Inorganic growth through M&A in foreign markets is a good option.

 

7 Things To Learn From The Lean Startup

Build-Measure-Learn Feedback Loop
Build-Measure-Learn Feedback Loop

 “If you are an entrepreneur, read this book. If you are thinking about becoming an entrepreneur, read this book. If you are just curious about entrepreneurship, read this book” – Randy Komisar, founding director of TiVo

 

1. Leap-Of-Faith Hypothesis

Every entrepreneur starts with an idea. That idea is usually based on assumptions. One assumption is about the value that one hopes to provide to the customer (value hypothesis), and the other is how to grow that value will grow into a sustainable business (growth hypothesis). The hypothesis is an ‘leap of faith‘ because there is no empirical evidence to suggest it will benefit the customers yet. It maybe based on intuition and market research reports. But it is important to identify and articulate the value and growth hypothesis as it forms the foundation on which the rest of the business is built. Lean Startup talks of a fundamentally different approach to testing whether the hypothesis was correct or not.

2. Validated Learning

Learning from failures is meaningless if it can’t be measured. So the question is then, how do you measure what you have learned from your failures, while executing your startup idea? Lean Startup advocates the use of a feedback loop called Build-Measure-Learn. The idea is to create a MVP (Minimum Viable Product) with just enough features to test your hypothesis by interacting with your early adopters of the product. And to run through this loop as quickly as possible. Validated Learning is the process of using good metrics to measure the progress made with respect to the hypotheses identified earlier. By building rapidly, and testing it quickly with a small section of customers we are able to measure using a rigorous method, the progress made towards achieving our goals

Learning is the essential unit of progress for startups. The effort that is not absolutely necessary for learning what customers want can be eliminated. – Eric Ries

3. Innovation Accounting

Tradtional methods of measuring progress use vanity metrics, which is generally based on cumulative growth (Eg: total number of hits, the total number of customers etc). These type of metrics hide the real progress and therefore give you a false sense that everything is going well. The idea behind innovation accounting is to use metrics that help startups make decision quickly on which direction they need to spend their energies on. That is were actionable metrics come into the picture. Using tools like the cohort analysis, A/B split test and customer interviews one can measure the real progress of the startup.

4. Pivots

When you start to measure using metrics identified under the innovation accounting process and comparing the numbers against the baseline established by your value and growth hypothesis, you might realize that either you’re not moving towards that goal, or have been stagnant. This requires a course correction and restating of your hypothesis taking into account the lessons learned through validated learning. This, in essence, is a “Pivot”. Pivots can be of many types – Zoom-in Pivot, Zoom-out Pivot, Customer Segment Pivot, Customer Need Pivot, Platform Pivot, Business Architecture Pivot, Value Capture Pivot, Engine of Growth Pivot, Channel Pivot & a Technology Pivot.

5. Lean Manufacturing

This book draws heavily from the lean manufacturing techniques invented and perfected at Toyota. For a startup to be able to respond to challenges quickly, it needs to run its operations efficiently. Lean manufacturing works on the concept of just-in-time production that focuses not on individual’s productivity, but looks at the productivity of the system as a whole. By breaking down work into small batches, products can be built and tested quickly. Continuous deployment is an extension of this where releases happen on a daily basis.

6. Growth Engines

Growth is meaningful only if it’s sustainable. And sustainable growth is characterized by this simple rule – New customers come from the actions of past customers. There are four ways in which past customers influence growth – Word of mouth, side effect of using your product, advertising for new customers funded by profits from past customers, and repeat purchase/use. The engines of growth provide the framework that allows startups to focus on metrics that matter. There are three types of growth one can pursue based on your market and product – Sticky engine of growth, Viral engine of growth and Paid Engine of growth.

7. Adaptive Organization

For an organization to be able to execute some of the ideas mentioned above, it needs to be receptive to change. This would allow it to adapt to changing environments automatically and adjust its processes accordingly through experiments and revisions. Training, mostly looked at as a ‘big company’ activity would become an integral part of a lean startup for training new hires and existing employees to the new system of working. The Five-Whys problem solving technique can be adopted throughout the organization to help analyze problems and make quick decisions.

As Eric Ries puts it, the lean startup is a framework, not a blueprint. While it is a fantastic framework to help you think in the right direction, it requires significant effort on one’s part to adapt it to an organization and implement it effectively. Thankfully, the lean startup has spawned a global community with plenty of resources and case studies available on the internet. I hope to dig deeper into them in the coming months.

 

Six things I learned from reading ‘Crossing The Chasm’

Crossing The Chasm written many years ago is still as relevant today as it was back then. It is a must read for any entrepreneur. It takes you through the journey of a product and the company from early stages of adoption until it achieves mainstream success, highlighting all the challenges one faces and gives you a broad framework to think through these challenges and come up with solutions for them.

Here are 6 things I learned from this book:

1. Technology Adoption Cycle

Crossing the Chasm adapts from the technology adoption lifecycle and includes chasms in between different phases of the adoption. This forms the basis of the book which holds that, particularly for disruptive products, there is a chasm between phases that should not be ignored. Each phase is characterized by different types of customers (Innovators, Early Adopters, Visionaries, Pragmatists, Conservatives and Laggards) and market conditions, requiring completely different approaches to how you position and sell your product. Being aware of which phase your product is currently in will help your focus energies in the right direction.

2. Be a big fish in a small pond first.

Geoffrey. A. Moore advocates the idea of being a big fish in a small pond first, before you decide to cross the chasm (scale up);  your main customers at this stage are visionaries. To do that, one must pick a very specific target segment, which can be dominated resulting in a leadership position. If this market segment was chosen carefully, the benefits of holding the leadership position can be leveraged to gain traction in a newer target segment.

3. Create your competition

If you position yourself as a company with no competition, you will find no market. Customers (pragmatists), in the mainstream market, look for competitors to validate your product. They also pay importance to your market leadership positions you currently hold in the smaller target segments. Therefore, you must find competitors in your market with whom your product can be compared to, thereby allowing you to articulate clearly the benefits over them, in the minds of the customer. There is always a market alternative to your product, one that is widely used by customers, albeit with different use cases and not solving a specific problem that your product does. Then there is a product alternative, which is a similar disruptive technology alternative that exists either in the same market or another market. By using these two as comparisons, it allows you to create your own competition.

4. Understand the shift in focus from Product-centric to Market-centric

In the early phases of the adoption, the customers are more interested in the product and the underlying technologies. These are geeks, early adopters who do not mind spending time reading manuals and trying to figure out how to use your product. They give you great feedback on your product. As you move long the adoption cycle, the buying decisions are motivated more by efficiency, cost effectiveness, reliability and other market factors. Therefore, it requires a gradual, but eventually complete overhaul of how you approach customers, market your product and also develop your product along the way. Restructuring of product development processes, leadership positions, management structures and marketing departments must happen as you move into the mainstream market

5. Whole Product concept

The whole product concept addresses the “gap between the marketing promise made to the customer… and the ability of the shipped product to fulfill that promise”. As you move into the mainstream markets, the focus shifts more to the services that you can offer along with your product to provide a complete solution. This requires setting up support and partnering with other companies to fulfill these services. The product takes a backseat in terms of adding new features and attention is shifted towards providing the whole product (generic product + services + plugins etc).

6. Elevator pitch

A very useful structure to create, refine and articulate your elevator pitch.

  • For (target customers, beachhead segment only)
  • who are dissatisfied with (the current market alternatives)
  • our product is a (new product category)
  • that provides (key problem-solving capability).
  • Unlike (the product alternative)
  • we have assembled (key whole product features for your specific application).

Links:

Good summary of the book: http://bizthoughts.mikelee.org/book-summary-crossing-the-chasm.html

On Amazon: http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123

The Chasm Has Evolved (Youtube): https://www.youtube.com/watch?v=6LHnFsqpzMM