I thought it was a good idea

the hazards of product management

Mike Sniezek

or how not to build something nobody wants

hypothesisMothers have trouble getting their babies adequate fresh air and sunshine. Particularly in urban areas.

hypothesishave more than one and make it your job to try and disprove them.

What a great idea!

investigate

Ask open ended questions to find out if you are solving a real problem and to investigate if there are other problems.

Questions

Does your baby like fresh air? (not open ended)

Does your baby get enough fresh air? (not open ended)

Would you hang your baby out of the window in a steel cage? (never asked because it sounds awful)

What are the biggest problems you have taking care of your baby?

Listen – Number one answer – constantly washing diapers

proofNothing wrong in going back to the drawing board – the earlier the better

ask a lot of potential users

they want a solution to all those diapers

market

Are they ready to pay for it and how many?

Will the user pay for it or someone else?

Who will object and why?

pass or fail

A problem

A solution

A user

A buyer

A cost benefit

features through testing

market ready

keep listening – problems changePros of reusable:• Significantly cheaper• Create less trash• Children learn to use the

toilet about three months sooner

Cons of reusable:• More hands-on poop time• Extra laundry• Added costs for laundry

detergent, water, and electricity or gas

Pros of disposable:• Easier to travel with because

finding a washer dryer is not a concern

• Refresh your supply at any superstore, warehouse, drugstore or grocer

Cons of disposable:• More expensive• Each child creates a half ton of

diaper garbage per year that goes into a landfill

• Either way, that’s a lot of smelly diapers.

Oh yeah that more sunshine problem

Do you run or walk?

www.mikesniezek.com