Whats Does a User Experience Specialist Do?

Despite being a code loving femgineer I secretly harbor a prediliction for design, which is why I read books like John Maeda’s The Laws of Simplicity, Donald Norman’s Design of Everyday Things, design infographics (What its like to be a Yoga Instructor  in the US?, What does it cost to pursue your passion?, Studio Stats), and am obsessed with prototyping.   I think its just my innate desire to be creative.  For those who are like me or want to learn more about the user experience I thought I’d share this infographic I recently came across done by Onward Search.

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Trauma Doesn’t Need to Lead to Drama

I got hit by a van. It happened two days ago as I was walking across a very short crosswalk on Kingsway road in London moments after I left a cafe after having bought a cup of tea. I actually didn’t even realize what had happened to me until I had been knocked over, the tea went flying out of my hand, I landed on the ground, and the left front tire of the van was on my left leg. That’s a lot of lefts for someone who should have been looking over her right shoulder.

The tire was on top of my left leg for what felt like two minutes. During that time I kept repeating: “Please, please, get off my leg, please.” Around me a crowd had formed. The driver was in shock, and someone had rushed over to instruct him on what to do. A lady was by my side. As the van moved back someone slowly dragged my body to the curb. Once the tire was off my leg, I had the thought, “Is this really happening to me?”

I didn’t cry, I didn’t say anything, I just sat there rubbed my leg and breathed. Then the questioning began.

“Are you alright?” “Who are you?” “Is there someone we can call?”

I just kept breathing and responded, “I’m visiting. My friend Sophie works in the building nearby.” I pulled out my cell phone and handed someone her phone number.

I could hear a man behind me start to yell at the van’s driver. “Why didn’t you watch where you’re going!”

The driver was completely freaked out. “I didn’t see her.” He had the right of way, I had crossed when I shouldn’t have. I felt terrible for him. I said, “Its not his fault.”

The lady who had been by my side remarked, “You’re awfully calm, I’d be hysterical.” Yes I was calm, but I didn’t see any reason to get upset, mostly because I felt stupid for crossing when I shouldn’t have, for causing all this commotion, and for freaking everyone out around me and interrupting their otherwise ordinary day.

Within a couple minutes the ambulance came by followed by the police. The paramedics asked if I wanted gas or any pain killers, I said no. My leg was throbbing but it wasn’t unbearable, and I was just breathing, calmly.

Someone said something that made me laugh, which turned the worried look on Sophie’s face into a smile as she came to my rescue.

The paramedics took me into the ambulance and checked my leg out. It looked pretty beat up, but no blood, not even a scratch. I had been very lucky. They proceeded to take Sophie and me to the hospital. On the way I had Sophie email my team, and the people I was supposed to meet with that afternoon to let them know I wouldn’t be able to meet with them.

Once we got to the hospital the long wait began. I wanted more ice for my leg, but apparently the ice machine was broken… Ok no use in getting upset I thought, I was just happy to be alive. I was so thrilled that I was the only one smiling and laughing in the emergency room. Sophie told me to stop or they would never take a look at me. I tried my best to look upset and angry, but I wasn’t. I wasn’t even in pain. I was just thankful. Thankful that complete strangers had come to my rescue, that I could wiggle my toes, and that I was alive and smiling.

Sophie bought me a small bar of this amazing chili chocolate to cheer me up. That pretty much got me through the 4 hour long wait in the emergency room, after which they x-rayed my leg. The prognosis was good. I just had soft tissue damage, lots of bruising, but nothing was broken. I could leave. While I couldn’t walk without crutches that evening, the pain had died down.

When I got home my closest friends and family had learned about what had happened to me. They were all extremely worried, and I spent the evening reassuring everyone that I was OK.

The next day I was up, and today while I have a bit of a limp I’m walking, apparently a little too fast, because Sophie advised that I slow down as we were walking to lunch :)

There are a few things I’ve learned from this experience that I wanted to share. The first is that I’m happy that despite a temporary moment of stupidity I still have the ability to walk. The second is that I’m very grateful for those who were at my side, and for all those who loved and showed concern for my well-being, my close friends, family, and employees. The third is that despite a traumatic incident I’m glad I was able to stay calm and return to my normal life. I actually wonder if my calmness is what made the whole incident less tragic, although most of my friends seem to think that all the yoga I do has just made my leg super strong :D

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Stop the Protectionist States of America

Dear Femgineer Readers,

For those of you who want to learn more about what Protect IP and SOPA are, here is a video on the topic:

PROTECT IP / SOPA Breaks The Internet from Fight for the Future on Vimeo.

If you are interested in stopping the the government from continuing to take away more and more of our liberties you can also sign the petition at the end of the video.

Sincerely,

Poornima Vijayashanker

Coder with Conviction

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Blurred vision is better than blindness

Everyone by this point knows that one of the primary tasks of a startup founder is to set the vision for the company.  Yes there are additional tasks such as keeping employees motivated, recruiting new talent, and good old fundraising.  But for now lets focus purely on setting the vision.  Initially, this is one of the hardest tasks because there are three things that determine the vision:

  • What will the product be?
  • Who will the product be for?
  • How will the product and company be built?

Know what you want.

The reason its so hard to set a vision is because as a startup founder you have to know what you want.  When I started BizeeBee I knew I wanted to build a tool for small businesses.  In fact all I did in the first 3 months of starting BizeeBee was walk around and talk about how I was going to build a tool for small businesses.  Had I built any of the product yet?  No.  Did I know who I was building it for? Sorta. Did I know how I was going to build the product and company?  Yes!

1/3 isn’t too bad.

So I knew how to build products and I knew how to recruit.  That was a decent start, and that’s where I began.  People who are about to risk something: a day job, their reputation, or other jobs offers, want to at least know that their leader has a decent idea of where they are going.  After all those who join startups know that there won’t always be a smooth ride, some actually thrive on a roller coaster, but everyone wants to know that there is a destination and their leader has charted a course.  Problems begin when founders don’t have a course, are constantly changing it, or abandon the pursuit altogether, this is by the way the quickest path to demoralizing employees.

The other reason its so important for employees to know where they are going is because they’re participating in helping you solve problems.  Letting them know where the company is headed gives them a heads up to start thinking of solutions.  I talked about how we were going to build a solution for small businesses, it had to be a very simple product with a consistent UI, and one that required little no setup.  Then when it came time to start building those became our guiding principles.

Part 1 of vision setting:  talk about what you’re going to build and set some principles to guide your decisions.

Got market?

I’m not going to get into the whole spiel about finding product/market fit because there are plenty of blogs out there that talk about it.  Figuring out what the product will be takes time.

But the one often overlooked point is how will the product shape the business.  The reason this is overlooked is because too many startups take a brute force approach to product/market fit trying a bunch of different product ideas, instead of trying to understand the market first.  This is also why coming up with a business model or monetization scheme is difficult for most.  Placing too much emphasis on the product and not enough on the market is what is driving many of the feature driven companies to exist.  Its fine to be a point tool if that is what you want, but know it, own it and focus.  Don’t spend time touting how you are saving the whales if that’s not part of your product benefit.

As a startup founder you  need to understand the landscape of the market you are in that means knowing the competitors, understanding the problems of potential customers across demographics, and finally figuring out how to differentiate yourself.  Its this differentiation that will help with product/market fit, creating a product roadmap, and then being able to market your product to customers.

Part 2 of vision setting: figuring out your market and what problem in that market you’re aiming to solve.

If you build it, they may come…

Every startup founder, especially those of us who are technical fall in love with the product we’ve built, and think its the greatest thing since sliced bread.  More than likely its not.  So first give yourself a pat of the back for knowing how to build, then go out and look for who is going to value it.  This takes sometime and can alter your vision.  For example, you might have originally built a product for say a yoga studio, only to discover that it only works for small independent yoga studios or private instructors :)  Well thats ok, at least you know who you’re initial customer base is.  You’re vision has changed slightly but now you can go out and look for more of those customers!

These kind of discoveries are merely detours, not a change in direction.

Part 3 of vision setting: if you’re customers don’t come, go out and find them, and tell them about your product!

No one calls a founder a visionary until they’ve successfully executed on bringing their vision to life.  So even if your vision is less than perfect its important to at least have one that consists of knowing what you want to create and how you want to create it.

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If you want a free lunch, make it yourself!

In second grade I used to eat with all my friends.  We had a ritual of showing off what we had and trading items.  All through elementary school I thought my dad was the smartest guy in the world, and just knew anything and everything.  My mom was the one who usually packed my lunch, but there was one day my dad packed it, so I didn’t think anything of it because I figured he knew what he was doing…  Well on that fateful day I opened it up to discover that he had packed me garlic bread, and that was pretty much it… I was mortified!  I quickly became the laughing stock of the second grade, which by the way isn’t hard to become and fortunately kids forget what happens in second grade by the next week.  So I wasn’t particularly upset with my dad.  I knew it was because he was in a rush, and my brother had just been born.  There wasn’t much time to put thought into packing me sandwich or something that would give me a little more cred at recess.  Being the independent-minded 7 year old, I took matters into my own hands.

I got more organized.  I would plan my outfits for the day ahead of time, wake up early, pack my own lunch, hop on my bike, and go to school.   On the weekends I started going shopping with my mom, and to up my cred I talked her into buying me lunchables.  I explained to her that we could just buy 4-5 packs a week, and a 6-pack of Hi-C, nothing else!  The kids all thought my parents were the coolest because they let me eat lunchables, and my parents thought I was being so independent and resourceful.  All I wanted was to take the focus off of my lunch at the table, gain some independence from my parents, and eat food that tasted good!

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Culture of Constraints

In 4 days it will be the 1 year anniversary of launching BizeeBee my second startup. When I started BizeeBee I was determined to put in place engineering principles that I hadn’t been able to at previous companies.  I also wanted to avoid a lot of bad practices that I had experienced throughout my career such as splitting the responsibilities of development and testing, and product bloat.

I know most startups like to take the quick and dirty approach to product development, and then go back and refactor or rebuild their product.  I think that’s great and we’ve certainly refactored a lot of our code base too.  But I started charging customers from day 1 of launching and had to convey confidence to get them to pay.  So I emphasized quality first and foremost.

My vision for BizeeBee’s product and engineering team was to create a simple and high quality product, and to do so cost-effectively.  I communicated these constraints to my team, and we knew there would of course be trade-offs, but we all agreed to these basic principles to guide our decision making and product development process.

Invest time in talent

In any industry employees are not interchangeable.  I know there are a lot of people who like outsourcing and just want something “built”.  This is fine if you are driving a culture of results.  But I truly believe employees need to be engaged in worthwhile work to produce quality.  So I hire for raw talent, hunger, and patience above all else.  I truly believe this is the only way to attract top performers.  You can look at people’s track record, but many don’t have one, so you just have to rest on raw talent and motivation.

Having a talented team is great because it means they will invest time in learning, after all talent is just a byproduct of learning, practice, and refining a skill.

So I invested the time in letting my engineers learn Rails and the entire stack of technologies that went with it.  I also had them talk to experts in the field about engineering process.  We adopted an Agile process and pair program.

Trade-off: giving people time to learn and not spend all their time developing means that less features will be built.  I know most founders would be too impatient with this approach, but I guess that’s why its helpful that I do yoga :)

Cost Effective Quality

I didn’t have the luxury of having enough money to hire QA engineers, but then again I never liked how engineers would abdicate responsibility for their code to someone else.  Not having a QA team meant that my engineers would need to test their own code.  So for the first time ever I got what I had wanted: TDD (test driven development).

Trade-off: once again less features are built, but what is built has a high level of quality.

Simple Design & Integrating Solutions

Over the course of my engineering career I’ve read a ton of design books, because my personal mission of becoming an engineer was to build things that improve human life.  So I wanted to build products that had an emotional appeal, and people would derive joy and want to use them all the time.  Life is already full of stress, the last thing I want to do is cause someone to have a bad day because I built a shitty product.

We don’t build everything, especially if we can find a good off the shelf solution.  If we don’t find one we’ll either build it ourselves, and if its not cost-effective then we’ll wait until we can afford to build it.  This of course means we’re spending a lot of time doing research, talking to vendors, understanding terms of service, and understanding the long terms implications of the partnership.

Trade-offs: this can stall product development but its important to know who you’re getting hitched to :)

I can’t speak for other startup founders but as one who wears both the business and technical hat I’ve had the freedom to create a company and engineering culture that I’ve grown to love and can be proud of.  I have to give a LOT of credit to my two developers: Alex Notov and David Grieser who pushed me into implementing a lot of processes and have made me a much better femgineer.  I also want to thank Jesse Taggert for her help with product design, and introducing us to Kevin Fitzpatrick at  Pivotal Labs.  And last but not least Lyndi Thompson our buzz bee who spreads the word about our product and team, and keeps encouraging me to write code and blog posts.

Its been a good year and I look forward to continuing to build BizeeBee in 2012!

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Chocolate World Tour: Theo’s Seattle, WA

I was first introduced to Theo’s chocolate by Lyndi Thompson last year.  The company is named after the Theobroma Cacao tree.  Theo is the only organic and fair trade chocolate maker out there today. My favorite Theo bars are the dark chocolate coconut and the spicy chile. I also got a chance to sample the orange spice drinking chocolate for the first time this week, its an amazing treat on a cold and rainy day!

Theo has several lines of chocolate bars both dark and milk chocolates, and a number of confections such as truffles.  The bars also have a number of inclusions ranging from french bread to coconut curry.  I’d highly recommend touring the factory and store to try out the variety of bars and confections Theo has to offer.  The store in Seattle, WA is right next door to the factory where they manufacture all the chocolates. The factory gives tours during the week. Each tour is about 1 hour long. During the tour you can learn the entire process of how Theo makes its chocolate:

  • The company sources its beans from several countries, but since all its chocolate is fair trade it does not buy from the Ivory Coast or Ghana.
  • Unlike most large American chocolate makers such as Hershey’s, Theo’s has a smaller factory, so it purchases most of its chocolate making machinery from Europe because American machinery will not fit in the factory,.
  • The factory runs nearly 24 hours a day 6 days a week.

I highly recommend checking out both the shop and the factory tour if you’re ever in Seattle, or adding it to your own chocolate tour of the Pacific Northwest. Next stop for me Portland, OR!

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Chocolate World Tour: Fran’s Seattle, WA

Aside from coding, yoga, and travel, I’m a HUGE chocoholic.  I prefer daily intakes of dark chocolate in bar form, nothing less than 70% will do, but I also make  truffles, and occasionally indulge in making dark chocolate crème brûlée.

You can find me on Saturdays at the Chocolate Garage in downtown Palo Alto, sampling bars of dark chocolate from around the world.

I’m starting a new series of visiting chocolate shops across the world and posting video tours of my visits for others to enjoy.

Today I visited Fran’s in downtown Seattle, WA near Pike’s Place.  Fran’s has been open since 1982 (coincidentally the year I was born).  Originally Fran was into making confections, and would hand out truffles to people who were standing in line waiting to buy her confections.  But then people started mainly coming for the truffles so her business shifted from confections to making mostly truffles.  My favorite is the Single Malt Whiskey Truffle.  If you’re not fortunate enough to live near Seattle you can order some of her amazing truffles online.

Enjoy! :)

P.S. Thanks to Lyndi Thompson for introducing me to Fran’s!

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Want more femgineers?

Looking back 21 years ago I never would have fathomed I would have become a femgineer.  At the age of 8 I had decided I was going to be a lawyer, writer, and professor because I loved to read, write, and speak.  I spent the next 10 years of my life working toward that goal.  In elementary and middle school I wrote short stories, in high school I joined the debate team, and when it was time for college I chose Duke because it has a really great law school.  So where did I get of course and decide to become an engineer, pursuing 2 majors (Electrical Engineering and Computer Science) then decide to move to California, work in the tech industry, then join startup, and then start my own company?  Well the truth is I was NEVER encouraged by anyone to become a lawyer.  In fact, as I’ve pointed out in this blog a number of times most of the men in my family are engineers.  And when I told most people I wanted to be a lawyer people were actually shocked that I didn’t want to be a doctor or engineer despite coming from an Indian immigrant family.

But what led up to me actually switching?  While I was growing up no one told me to be an engineer, my family didn’t even push me towards a particular career they just figured I’d end up in finance, engineering, or medicine.  But there were a couple things that were happening on the sidelines.  First my mom and dad really pushed me to excel at math and science mostly because they wanted me to keep up with the other Indian kids, which I didn’t really care about but it did make me more competitive in other areas like high school debate.  Second, I’ll never forget the day I went to my cousin’s house and saw she had a computer, I really wanted one badly… Why?  Because I wanted to play video games, type up my short stories faster, explore on the internet, and submit pretty book reports to my teacher.  I just wanted a computer to live a full life and accomplish goals I had.  Finally, there was the time that my dad took me to see his fab when he worked for Texas Instruments (my dad  has actually worked for a lot of the big players: Sony, TI, Intel, Samsung, and Microchip).  I was just blown away when I saw how the little robotic arm picked up each wafer (computer chip) and moved it over.  I just sat there and stared at it for hours.  Despite the curiosity of how things worked, the lifestyle of being an engineer was not glamorous to me.  I grew up watching Ally McBeal…

So what did finally got me into engineering?  Realizing I was a builder.  I realized that all my life what I really enjoyed more than anything was building and creating things that made life more enjoyable.  I always loved technology, I taught myself how to make my first webpage using Geocities in high school, I used to hang out with the nerdy boys who would burn CDs on the weekends, and spent hours on the internet reading, researching, and of course chatting with people who I wasn’t supposed to (a/s/l ring a bell?!).

I was literally sitting in my freshman economics class bored to tears and tired of just reading and writing papers.  I wanted to build something.  I wanted to create.  And that’s what drove me to taking my first computer science class in college.  The rest is history.

How do you encourage engineering?

But enough about me, this is about how we can encourage young women or girls to become femgineers.  Well let’s start with what it means to be a femgineer.  I coined the term almost 5 years ago and started this blog.  To me being a femgineer means you are an engineer at the core, you enjoy building things in software or hardware, but you are chic and sophisticated, you have a personality beyond being a nerd.  Maybe you like to travel, speak a few languages, play sports, enjoy cooking, and the list goes on.  Its not enough to tell girls what they should become or what society needs, you need to sell them on the vision of what life will be like, and how you affect the world.  In order to that you need to have role models.

When I was growing up there were hardly any women in engineering that were strong role models.  Until I met my college professor Lisa Huettel.  She was the first female engineer who inspired me.  She was young, energetic, and I loved her method of teaching and the time that she took with each student.  She was one of the driving forces for me switching into engineering in college.

We need more role models and we need to showcase them front and center.  Point out their achievements both as an engineer and in life.  Options are available for those individuals looking to make a difference in their life along with ways to help with the cost of an education. There are even opportunities for single mom scholarships to ease the stress from family while earning a degree.  Its important to take a holistic approach, work isn’t everything.

How do you retain engineers?

When I was graduating from college I noticed a lot of my peers actually didn’t go on to become engineers both men and women.  Even people who were better engineers in college than me! What did they go on to become?  Investment bankers and consultants.  Why?  Because they saw absolutely no value in being an engineer.  What they had experienced through internships were dull days of sitting behind a desk coding, little to no social interaction, and forget the opportunity for travel or making bank.  Being a consultant had a glamorous lifestyle at least on face value.

Then I saw the same thing happen at large companies.  Women who were engineers were leaving to become mothers or pursue other jobs where they could meet with people on a daily basis instead of sitting behind a desk.

Those who were initially interested in engineering are  dropping out.  Its not that they don’t like building or problem solving, they’re unhappy with the their job or the lifestyle.  These people initially bought into the vision of building, problem solving, and creating products that improve people’s lives.  But the reality of it was long hours, lack of appreciation, and unhappiness caused by sitting at a desk coding all day.  Being treated like a cog will not inspire or motivate people.

We can encourage young girls and boys to pursue jobs as engineers all we want.  But if we don’t do a good job of keeping them motivated they will drop out at some point whether its high school, college, or even after the enter the industry.  Part of the reason many engineers join startups is because they get to be part of the product, process, and profits.

When children are growing up explain to them what it means to be an engineer, point out the jobs that are out there in hardware, software, and design.  Show them the value in building and creating.  Want more femgineers or mengineers?  Encouragement them every step of the way, its the only way to inspire and motivate anyone!

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Challenges of Getting Early Adopters, Acquiring Customers & Monetizing

I’ve gotten some requests recently to write a post on how we’ve gotten early adopters at BizeeBee and how we got them at Mint.  I hate to burst everyone’s tech bubble but there is no secret for getting early adopters.  I also want to address two concepts in this posts getting early adopters vs. methods for customer acquisition.  The reason for the dichotomy is that an early adopter is essentially a product tester and product evangelist.  They will stick around forever and are highly critical to the success of your business because they promote your product, but to me they are not really customers.  Why?  Because early adopters are people whom you get by talking to them directly and they help you build out the alpha/beta versions of your product. They’re loyal, and will give you lots of feedback. Customers are the people you pay to acquire through advertising, struggle trying to keep engaged, churn through, and whom early adopters get to buy your product through word of mouth marketing.

Why do you want early adopters? And how to do you get early adopters?

Because early adopters actually prove product/market fit.  Your early adopters are the folks who are going to use your product, give you honest feedback, and will wade through bugs and various iterations.

First you need to figure out who you’re trying to solve a problem for by creating a persona.  Then you need to get out, show them your prototype (preferably one that is paper-based), and then ask them to try out the actual prototype.  Drop-off point #1, people  are busy…  You’ll get a lot of “sure contact me when it’s ready” or “send me access to a demo”.   In reality you need to talk to a lot of folks before you can even get one to respond, play with the product, and give you feedback, which by the way is the whole point of getting early adopters!

The key to getting more early adopters is to think like one.  Figure out where these folks hang out (online and offline), what they read, where they learn about products, and who they learn about products from.  Then go out and talk your product up in these channels.  What you’ll most likely hear is what we heard at BizeeBee a bunch of: “No, we’re not interested.”  So we changed our approach, instead of trying to sell the product to people we started asking “Why don’t you like our product?  Who do you think would be interested in trying this out?” And that’s when things got interesting…

We got some “Well I know this guy in New Orleans who just opened a small studio…” and a “Oh my studio is too big, but our second studio is relatively small…”

Now of course we get “Well I really need this for my vertical, when is it going to be out?” Hook, line, and sinker :)

The final point I’ll make about early adopters is that they’re great for testing out the product’s concept, workflows, and positioning in the market.

And now the challenge begins…

How do you get customers?

When I first moved to the Bay Area in 2004 I’d heard buzz words like social and viral, because Facebook was dominating the market in terms of growth and there were social networks galore.  Now 7 years later I hear countless stories from startups who basically talk about how they hustled by iterating on the product, and finding the right customer base to target until they saw traction like Airbnb and Square.

At Mint we acquired customers through a combination of AdWords, InfoGraphics, and PR in print (blogs, magazines, newspapers, etc.).  PR was the most significant channel but also the most expensive approach, so I don’t know if I’d advocate it for every early stage startup.

What’s more interesting is the approach we took and how we explored various channels, measured the results, measured engagement, and then looked to see a correlation between engagement and monetization.  IMHO you don’t really have a customer until you monetize off of them.

We monetized off of lead gen, which is one tactic amongst a wide array.  The good news is that unlike the early to mid-2000s when everyone was giving away their product in hopes of  making money off of advertising and users were use to everything being free, nowadays users are willing to pay for things on the interwebs, but only for things they absolutely can’t live without…

Acquire first, monetize second?

Call me a capitalist but I’m not sure when the concept of going into business to give stuff away became the norm.  Yes I think you should pay to acquire a customer, that is of course the point of advertising and marketing, but this phenomenon of essentially giving away your product for free in hopes of luring a bunch of users, getting them hooked on the product, and then charging them seems silly to me.  That’s got to be the fastest way to make a hockey stick graph flip 180 degrees on its x-axis…  Even in a platform play there’s going to be a level of engagement (as in click throughs and conversions).   So what’s the point of having a 100k users if you can only monetize off of 1k or worse 1 of them?  You can of course build a cool product to sell it to someone else, in which case that should be your monetization scheme, i.e. exit strategy.

So to summarize:

  • Get some early adopters to fall in love, play with your product, and give you constant feedback.
  • Getting customers is going to be a bit of a shotgun approach, but measure each channel, and test which ones convert to paying.  Be quick about this unless your gut tells you that some channels take longer than others.
  • If you’re going to give something away for free you need to make up the cost of building it somewhere else.

Remember this is a hard process and it takes time.  But it gets easier if you create feedback loops, listen to what your early adopters and customers are telling you.  If the product sucks fix it, if the pricing is confusing make it clearer, if marketing is expensive look for less expensive channels, and if you aren’t building something that people want then figure out what they do want and build that!

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