idea to features deck

From the market research to a prioritized feature list

Roman AleksandrenkoFounder and Product Manager

has varied experience in creating SaaS, Web and Mobile products. Previously, Roman was a product manager at SaaS start-up BoostMedia.

Agenda

1. Generate ideas2. Market Validation3. List of features4. Q & A

Generate ideas1.

Make a list of personal and professional problems

I wish I could take a power nap in the city during the day

Have powernap cabins in the business district + app to see the availability

Generate ideas1.


How do I know all the best deals for free flight miles?

Have the coolest mile deals aggregator that knows when I have time to fly

Generate ideas1.


When I walk in the city, how do I know that the neighborhood is safe?

Get an alert on my phone, once I enter a sketchy area

Generate ideas1.


Co-workers should know how busy I’m, so they don’t disturb me

Visualize on the board by my desk the level of business

Generate ideas1.

Take the greatest ideas and find different markets or context to apply them

Everyone’s private driver

Uber Then we’ve got:- Uber for vets- On-demand valet parking- On-demand doctors- Uber for pizza, alcohol and weed delivery- Uber for laundry, private jets or dog walking

Generate ideas1.

Find the most popular apps and come up with the ways to modify them

Tinder

Apps for Tinder:• Flirty Keyboard• Undo accidental swipes• Autoliker• Image optimizer• Profile description optimizer• Search by common friends or likes• View many people at once• List of pickup lines• Trinder• Grinder

Generate ideas1.

Find the most popular apps and come up with the ways to modify them

Tinder

Apps for Tinder:• Flirty Keyboard• Undo accidental swipes• Autoliker• Image optimizer• Profile description optimizer• Search by common friends or likes• View many people at once• List of pickup lines• Trinder• Grinder

Those ideas emerged from the user needs and

Tinder app “limitations”:1. Swiping one by one

2. Finding the best pics for the profile

3. Writing profile description

4. Having to think about the pickup lines

5. Ability to message only to those who liked you back

etc.

Generate ideas1.

Consider the latest trends

Generate ideas1.

IFTTT + Craigslist• If I post a picture on Instagram, Save it to my Dropbox• Update Twitter, When Facebook status is updated• Save liked FB posts To read later• Get an e-mail every time The President signs a new law• Get an e-mail When popular app becomes free

• Find a ride to different city• Find someone to look after your cat• Garage sale deals• Musician gigs• House swap• Rooms for subletting etc.

Market Validation2.

Opinion Market realityIDEA

Discover if your customers buy it before you build and

launch

Market validation2.

• Surveys• Landing page• Prototype reviews• Competitive research

Market validation2.

Set of rules Prototype

reviews

Competitive research Habit development

app

Market validation2.

Prototype reviews

1. Tell them about the problem2. Your solution to the problem3. Show the prototype4. Gauge the willingness to buy

Market validation2.

Competitive Research

1. Who your competitors are?2. Their business model?3. Funding and traction4. Feature sets5. Competitive advantages6. Weaknesses

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others

Habitloop Competitors

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others


Freemium, $3.99

Freemium, $3.99

Freemium, $3.99

Subscription for coach, > $15

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others


$200K, 500K users

Undisclosed, 300K users

$100K, 200K users

$3.6M, 4M users

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others


Create, schedule, select, track

Create, schedule, select, track

Create, schedule, track

Create, search, schedule, select coach

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others


Earlier on the market

Great UX, has idea list

Clean UI

Coach marketplace

Market validation2.



BALANCED

PRODUCTIVE

HABIT LIST

+20 others


Weak methodology

Doesn’t tell what to do

Retention problems

Failed the first concept

Market validation2.




What can we add to our initial “Sets of rules“ idea:

1. Freemium business model

2. Plan to acquire 300K users within the first year

3. Must-have features: select, create, schedule and track habits

4. User journey ideas

5. Emphasis on the habit development methodology and habit idea

library

Pool of features MVP

List of features3.

Prioritization

3.Pool of features

Basic features Ideas from the brainstorm session

1. Create2. Schedule3. Select 4. Track

Invite friends, pause, complete or give up on the habit, rate the habit, write a review, sign in with Fb and twitter, capture and store victory move to elicit rewarding feeling, integrate with AppleHealthKit, bet money if you’re sure about your success etc.

List of features

3.Prioritization & MVP

Kano analysis: feature types

LinearMandatory Exciters

List of features


Kano analysis: question typesFunctional Dysfunctional

If a habit development app could track your mood, how would you feel?

I like it that way ✓I expect it to be that wayI’m neutralI can live with it that wayI dislike it that way

If a habit development app couldn’t track your mood, how would you feel?I like it that way

I expect it to be that wayI’m neutralI can live with it that way ✓I dislike it that way

List of features

3.Prioritization & MVP Kano analysis:

identifying feature types

Func

tiona

l

DysfunctionalLike Expec

tNeutra

lLive with Dislike

Like Q E E E LExpect R I I I MNeutral R I I I M

Live with R I I I M

Dislike R R R R Q

Mandatory QuestionableLinear ReverseExciter Indifferent

List of features

Mandator

y


Kano analysis: feature types

Create the habitReminderProgress chartComplete the habit

Share habitLearn moreEdit habitPause habit

Habit ideasIdea ratesIdea reviews

Linear Exciter

List of features

“The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort” – Eric Ries

✘ Build something small✘ Fail as quickly as possible✘ Create visibility for user interaction

patterns


List of features


• Went around their office building, asking people to sign-up. Got 500 sign-ups

• First campaign: half-priced pizza on the 1st floor

• MVP: WordPress blog with offers + e-mail

List of features


• Focused on local universities • Throwing exclusive frat parties,

requiring to install the app before entering

• MVP: the app is dead simple with easy and fun use experience

Tinder

List of features


• Rent out a space in their apartment • Provided help with pictures of the

places• Leveraged Craigslist user base• MVP: simple site that was used by

friends

List of features

thanks!Any questions?

You can find me atLinkedInE-mail

https://www.linkedin.com/

http://[email protected]

idea to features deck

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