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StoriesOnBoard - a story of a SaaS product from the idea till market launch
Tamás Árpád tamas.arpad@devmads.com
dsdfWho we are?
2
meet Sanyi16 years in software developmentdeveloper, architect, team lead, ninja
meet Árpi16 years in software developmentdeveloper, BA, PM, Scrum Master
dsdfpre 2012 - motivations
3
1. “WTF?? there must be a way of doing this better!”
2.
depending on 1-2 large customeroversized projects
never saying no“don’t ask just do it”
dsdfgoals
4
1. frequent & small transactions
—> easy purchasing decisions2. global market from the start
=> steady flow of income
dsdfwhat?
5
coming up with ideas is easysticking to one is much harder
when you keep getting “better and better” ideas
dsdf2012 - User story mapping tool
6
we liked USM much
new niche market
just a few competitors
low entry barriers
dsdfUser Story Mapping - crash course
7
product discovery & planning
user story mapping by Jeff Patton
dsdf1. Understand the problem
8
Searches for a product
Places orderExamines products
Makes payment Ships Webshop
9
Webshop
Browse by categories
Basic search
Place order See details Pay on delivery
Best sellers
Compare products
Pay with credit card
Domestic shipping
International shipping
Searches for a product
Places orderExamines products
Makes payment Ships
Recommendations
Remember customer
PayPal
2. Come up with solutions
10
Webshop
Browse by categories
Basic search
Place order See details Pay on delivery
Best sellers
Compare products
Pay with credit card
Domestic shipping
International shipping
Searches for a product
Places orderExamines products
Makes payment Ships
Recommendations
Remember customer
PayPal
3. Decide where to start
Release 1 - goal: validate assumptions about demand
11
Webshop
Browse by categories
Basic search
Place order See details Pay on delivery
Best sellers
Compare products
Pay with credit card
Domestic shipping
International shipping
Searches for a product
Places orderExamines products
Makes payment Ships
Recommendations
Remember customer
PayPal
Release 1 - goal: validate assumptions about demand
4. Deliver, learn & adapt
Release 2 - goal: improve purchasing experience
dsdf2012 - building framework
12
behind closed doorstook long :)
“k. jó lesz!” (and it is)
CQS API
based SPA framework
dsdf2013 - feature development - joint forces
13
Go live: 2013 dec
first naive plan
dsdf2014 - devmads kft - public beta
14
establishing devmads kft
joining program
moving into Ms Azure
landing page, blog
launching public beta
dsdfmarketing
15
google adwords - 2 months 200kHUF
SEO backlinks, blog comments,
newsletters, twitter
goal: 1st place on google search
Product Hunt!
target audience: experienced user story mappers
10k visitors during 1 weekprev week: 260
no. of unique users / month
43k registered users
dsdf2015- … - feedback channels, feature dev
16
feedback through UserVoiceadding most requested features:
import-export, public mapsJira, Trello, Slack integrations
support through UV, email, Skype
meet Ágiour support ninja
dsdf… -2016 may - transitioning to a paid service
17
VAT?? Invoicing??? WTF???took 4 months to figure out
Payment infrastructure:StoriesOnBoard - Taxamo -
Braintree - Billzone
monthly-annual subscriptions, recurring charges
dsdfpricing battle
18
had literally 19 different pricing modelsmade tons of statistics
had been arguing for monthsfinally we decided on this
published and got this:
dsdfpricing v2
19
dsdf2016 june - launch
20
initial target: 20k MRR to keep StoriesOnBoard sustainablereached only 10k till the end of trials :( but kept going up! :)
dsdfsome unexpected things
21
• higher sales activity needed• resellers• slower conversion, slower decisions• large enterprises• security and maturity certifications
dsdfnumbers
22
investment: 4000 hours of work, 3MHUF cashoutcome so far:
• 750 subscriptions, 20% annual• 40% US, 40% EU• 4200 subscribed users• 34k USD MRR
dsdf2017
23
• office• continue development of StoriesOnBoard• develop marketing, sales• explore new target groups• hire developers, sales• start working on new products
dsdftakeaways
24
• delivering quality pays off
• think global act global
• scaling is not tied to number of employees in this model
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