Friday, July 26, 2013

Building our first Concierge MVP

Now that there is a healthy list of early adopter hypotheses, it is time to setup the Concierge MVP experiments.  If I understand it correctly for each hypothesized early adopter, I need to ask 3 main questions:
  1. What is your initial value proposition for your customers?
  2. How do you plan to convey the value proposition to them?
  3. What are you looking to measure?
(from “Will it Launch” by  Poormima Vijayashanker)

Trying this for the the hypothesis, “SMBs that use Quickbooks but would like more analytical and reporting capability.”
  1. What are your value propositions?
    1. Provide additional visualized insight on-line with data pulled directly from the cloud (no need to load files)
    2. Use a drag and drop metrics builder, to analyze your Quickbooks data-  don’t need to know how to run a query
    3. Push button web technology that doesn’t require IT resources

(I wonder if there is a way to figure out which value proposition is most important.)  

  1. How to convey the message?
    1. Do a mini adwords campaign to see if people click on add-on reporting for Quickbooks 
    2. Create a video that demonstrates how we pull data on the cloud so you don’t have to sit there and load flat files
    3. Create a video that shows how you create a simple query through the drag and drop metrics builder
    4. Go to the next small business expo and ask people to fill out a small survey

  2. What will you measure?
    1. Use interaction in terms of adwords results.  Additionally count e-mail addresses collected from the landing pages
    2. Count video views in youtube.  I would also count e-mail addresses collected from landing pages with the videos on them
    3. Process the survey results from the small business expo

One down six more experiments to think through. The survey is probably the easiest one to tackle in considering resources and complexity. But it is time to learn landing pages too. Hopefully I will be able to reuse some of the content or landing pages for the others.  What are the easiest landing page vendors out there?

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