miguel lopes - from strategy to subscription: design to win - productized15

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Productize Conference 2015

From Strategy to Subscription: Design to Win


Once upon a time… in 2035!

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Once upon a time…in 2035 Internet world is in disarray

•  Security broken in major companies •  Hackers ruin SMB everyday •  data ransom is a lucrative business •  Welcome to the Mad Max epoch for data •  Network connectivity is no longer a given


The Yellow Rocket team in a garage started a revolution…


The Yellow Rocket is born J

flies on autopilot to destination

encrypted micro SD of 1000 TB

Powered by mini nuclear power

Beacons for indoor location

Use fingerprint to unlock content


Lean , Mean machine Flies everywhere, to the right person, right place Indoors Outdoors


It rocks everywhere !


BUT…sales don’t take off- WHY?


Back to the drawing board !


-  Check the Users Creative designers Software Engineers Product Managers

-  Their personas are happy! -  What is going on???

Check the user feedback

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Add in John Blades, Mr Enterprise Sales:

Find out the “buy”

decision makers. Get their worries.

Talk to them. Understand them!


Business is rolling up again Reaching out to many enterprises


Rick Itek

Is the wireless protocol compatible with most my users? How are we going to support them ? How can we track the inventory ?


Ms. Diana Laws, Legal Is this data transport compliant with our industry regulation? How do we track the authors and receivers ?


Mary Dullars, Finance

How much are we going to pay for this ? Shall we rent them or own the rockets?


Back to the drawing board


Business is rolling up again Reaching out to many enterprises


Land and Expand!


Yellow Rocket sales blast off!


Lessons Learned


Move up in the sales cycle… How is the enterprise buying?

-  Dig deep into the buying journey inside the enterprise -  Who gets a say on the approval process? -  Why are they called to approve? -  What is their mission? -  What are they worried about ? -  Can you measure this signals?


Got the picture of the journey


1. Design evaluation for the buyers Aim to self answer your influencers journey


2. Understand your buyer’s decision network


Answer Legal Prove Security Proof Finance

3. Deliver their answers in their terminology…


Launch your yellow rocket ! J

miguel lopes - from strategy to subscription: design to win - productized15

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