After Alec’s amazing lecture today, I decided to go down the route of focussing my attention on “getting to the point”. I think every case study shown to us today, the main lesson was about getting to the point of your product that you’re marketing.
There’s no point in waffling on about something and how amazing it is, if, when you leave, people don’t ACTUALLY KNOW what it’s about.
I think we’re all susceptible to this, we all get a bit nervous pitching an idea or a project, we want to give all the details at once – but in all honesty, leaving a bit to the imagination wants people to know more.
It’s also about clarity – getting to the point means you are quickly and succinctly addressing your project and successfully telling the audience what it’s all about.
Take the Dropbox demo Alec directed us to – this is just perfect. It was clear, fairly simple and narrated by Drew, the CEO.
Although not an enticing video, it’s so clear to see that this programme is easy to use, simple to navigate and it just makes sense. He also included a lot of Easter Eggs within the demo itself just as a tongue in cheek reference to their intended audience. Of course, this helped get this pitch noticed, but it was more than that. This was their Minimum Viable Product and, in all honesty,, it clarifies my questioning last week of my assumptions made about the intended audience. He created this video and it authenticated his assumptions about his audience. He was able to realise that YES, people want this…
I think to get to this point, he will have done extensive research into the necessity of this product, but still, to produce such a simple video and gain that sudden list of users overnight is a gamechanger in terms of audience testing.
Similarly, Buffer created a landing page example of their social media scheduling but didn’t have an actual product to send out to interested consumers. Instead, the consumers that approached them for their product, they took their details and asked them more about what they’d want from a website like this. This meant, that before launch, it was carefully considered and amended depending on the feedback BEFORE the product had even become a thing. This is just insane but such a good example of initiative.
Zappos (later acquired by Amazon) started by Nick Swinmurn photographing shoes in a local store, putting them on to a simple website. When they were purchased, he bought them from the store and shipped them out. Here, he was simply testing a market before launching something that could cost him greatly. What a quick, easy and magnificent way to check if you have a target market, and if your target market is missing something.
Now, my idea is an app – and I’m not an app developer. I’ve created a small example of what I’d expect it to look like, but I can’t say I’ve cracked on and made wireframes or even the official logo. I guess my MVP was validated upon talking to the general public in York and to the local stores and pubs. I needed to know from people that this product could become a reality. I guess people wouldn’t just shut you down right there and then to your face, but you know when people believe something is a good idea.