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Complete walk-through for developing your e-Publication product plan.
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WEEK 6
Product Plan Workshop
The Steps
Audience Considerations
Who is underserved in your market of choice?What tribes are picking up that would benefit
from your product?Who would appreciate your corporate values?What is a logical way to segment your
audience based on your product?
Choose a Target Market & describe the Segmentation Factors used to define it.
That’s just the 1st Step!
Now get to know them inside-out: What are their greatest challenges? What are their dreams and desires? What do they love? What do they hate? What is their routine? Where do you find them?
Put yourself into the shoes of your Target Market. Search the web for answers to your problems to
see what else is out there.
Personas
When your product is web, user personas are a great way to create a thorough profile of your consumer. Fictionalized person that represents a large portion of
your target market Identifies common patterns of behaviour and
characteristics (usually through interviews) It allows you to put a face to the person you are trying
to serve
Personas
Questions to answer: What is their skill level
on the web? Where are they when
they are using your site? What is their primary
task on your website? What is their emotional
state when on your website?
What are the defining characteristics about them?
Create your Persona
Turn your Target Market into a real person with characteristics that represent the majority of your audience. Answer the questions from the
past few slides for this persona by putting yourself into their shoes.
Find 1-2 other websites that this persona would frequent on a regular basis to gain insight on
how they use the web.
SHARE YOUR PERSONAS WITH YOUR TABLES & HAVE YOUR GROUP MATES MAKE SUGGESTIONS OF
THINGS YOU MAY HAVE MISSED.
Get some Feedback
Website Goals: Building the Product
What is the primary function of your website? Educate Entertain Inform Sell Product Facilitate
How do you want to convert your visitors into customers? Hard Conversions: Sales, subscriptions Micro Conversions: Request info, watch video,
comment
e-Publications will be one of these!
Draw out your Visitor’s Path
Other Considerations
How do you reduce risk for your visitors?Anticipate reasons your visitors might leave
the site or decide not to sign upWhat is unique about the decision making
process: Of your persona/target market? For your particular offering?
Identify the main goal of your website.What are the biggest risks and objections in the
mind of your audience?
Product Decisions
Core ProductCore Product
Added Feature 3
Added Feature 2
Added Feature 1
Added Feature 4
Now build some added offerings
around your core product to develop a
unique web experience for your
persona.
Time to Summarize
Refocus all of these decisions into a statement that includes the following: Your business name Your audience The problem they have that you solve The main goal of your site How this fits into the big picture (your purpose)
Example
My website, upandcomer.ca is a website for Canadian high school students and recent grads that do not know what career they want to pursue and are not aware of the options available to them.
The website educates the user on career paths in demand, what it takes to succeed, and how to test out various options. Our purpose is to create a future Canadian workforce that has passion and impact.
My website, upandcomer.ca is a website for Canadian high school students and recent grads that do not know what career they want to pursue and are not aware of the options available to them.
The website educates the user on career paths in demand, what it takes to succeed, and how to test out various options. Our purpose is to create a future Canadian workforce that has passion and impact.
PRESENT YOUR STATEMENT TO THE CLASS.
Get some Feedback
Now, the $$$
Three-Prong System (Psychotactics.com)
http://www.psychotactics.com/freethreeprong
What are your Pillars?
Partnerships
What strategic partnerships will allow you to make $ Selling their products Selling your products through them Selling your content/products to them Get creative!
Identify your pillars of income (advertising, memberships, etc.)
Identify at least one strategic partnership that can help you grow your business.
Now, about those Conversions
Now that you know your audience and product offerings, identify the hard and micro
conversions you are trying to guide your users through.
Put them in order to align with the user’s decision making process.
How will you Price?
Competition PricingMarketing Mix ConsistencyPolicies
Skimming vs. Penetration Flexible Pricing Relative to Market Price Lining Promotional Pricing Prestige Pricing
Choose a strategy for setting your
prices that supports your
product , positioning, and
audience decisions.
Now, what does it look like?
Your decisions should be clear in the layout and organization of your website.
Landing pages should have a hierarchy of importance that makes it clear what the user should do.
Every single thing on your website should support your goals and the user’s goals.
Information Architecture
Organization of the information in a way that supports the site’s purpose and goals and is intuitive to the user
Use of language that is meaningful to the userTechniques:
Sitemaps Card-sorting Handy PDF
Tools: OptimalSort
Identify the most critical information
on your website.Draft your top level
navigation.
Wireframe your Landing Page
Looking for:1.Calls to action that support your conversions2.Layout and headings support your brand3.All content relevant to your audience’s needs
Start Drawing!