1. Step 7: High-Level Product Specification

2. Creating a High-Level Product Specification Make a Brochure Workshop
Outline
Overview
Creating a High-Level Product Specification
Make a Brochure
Workshop
December 9, 2018

3. Create a visual representation of your product Focus on benefits
Overview
This step-
Create a visual representation of your product
Focus on benefits
Not just features or functionality
December 9, 2018

4. Already at step 7, just NOW beginning to outline product… Thus far:
Overview
Already at step 7, just NOW beginning to outline product…
Thus far:
Tightly defined customer
What they need
How they will use what you want to sell them
Actual details of product are fuzzy
Starts to change NOW
December 9, 2018

5. Start by creating a general definition of your product
Overview
Start by creating a general definition of your product
Will continue to learn more and refine over remaining steps
December 9, 2018

6. Old-schoolers may argue that this is too late..
Overview
Old-schoolers may argue that this is too late..
But if you start with defining the product rather than learning about customer =>
Product will likely NOT connect with customer’s needs
Will not be able to dominate beachhead market
December 9, 2018

7. Even if you know what your product should be
Overview
Even if you know what your product should be
Always start with customer needs
Then work your way back to product design
Idea: tailor product to specific beachhead market
So you can capture 100% of market
(Rather than trying to force your product onto a market)
December 9, 2018

8. Creating a High-Level Product Specification Make a Brochure Workshop
Outline
Overview
Creating a High-Level Product Specification
Make a Brochure
Workshop
December 9, 2018

9. Creating a High-Level Product Spec
At its core, it’s a drawing
Visual representation of what product will be
Based on what you know NOW
You can draw without knowing all underlying details
Gain consensus from team on direction
Remember, picture = 1000 words
Forces team to agree on things
Sounds easy, but isn’t
December 9, 2018

10. Creating a High-Level Product Spec
Software:
Paper prototypes
Storyboards
Mockups (e.g., MyBalsamiq) …
Hardware:
Diagrams
GOAL: have something concrete and specific for team to understand and agree on
December 9, 2018

11. Creating a High-Level Product Spec
Your team will refine through interactions with target customer
All have common understanding of what product is
At this stage, prototype does NOT have to be implemented
Resist the urge to code!!
Keep it high level
No need to focus on particulars
Don’t get bogged down on details, yet
December 9, 2018

12. Creating a High-Level Product Spec
Can share visual representations with potential customers
Get immediate and unambiguous understanding of product
Remember: you are not selling the product
Merely interacting with customers to better understand pros and cons of product spec
Still have a TON to learn before you have the RIGHT product
How to make
How to price
How to distribute
December 9, 2018

13. Creating a High-Level Product Spec
Your product spec will change over time
Do not get attached
Listen to feedback!
Iterative process
December 9, 2018

14. Creating a High-Level Product Specification Make a Brochure Workshop
Outline
Overview
Creating a High-Level Product Specification
Make a Brochure
Workshop
December 9, 2018

15. Way to further strengthen process Describe various features of product
Make a Brochure
Way to further strengthen process
Describe various features of product
Explain how features translate to function
Describe benefits your customer will gain
Brochure answers question:
Why does your target customer need your product?
December 9, 2018

16. Target brochure towards your Persona
Make a Brochure
Target brochure towards your Persona
Draw upon work from Persona and Full Life Cycle Use Case
See things from Persona’s point of view
Validate ideas, learn if you’re on the right track
December 9, 2018

17. Make a brochure instead
When entrepreneurs make lists of features, they become too inwardly focused
Make a brochure instead
Show Persona, get feedback, edit brochure, repeat..
December 9, 2018

18. Creating a High-Level Product Specification Make a Brochure Workshop
Outline
Overview
Creating a High-Level Product Specification
Make a Brochure
Workshop
December 9, 2018

19. Finally! We can start talking about product! Why’d we wait so long?
Workshop
Finally! We can start talking about product!
Why’d we wait so long?
Need to be in inquiry mode
Not advocacy mode
Inquire mode => increases odds that you will design a product your target customer loves
December 9, 2018

20. WORKSHEET #1: Visual Representation of Product Keep in mind:
Workshop
WORKSHEET #1: Visual Representation of Product
Keep in mind:
Visual => paper prototypes, mockups
Focus on benefits => not features or technology
High-level => don’t worry about details
Hits the spot => resonates w/ Persona
Flexible => iterate w/ Persona and edit
December 9, 2018

21. WORKSHEET #2: Product Alignment w/ Persona
Workshop
WORKSHEET #2: Product Alignment w/ Persona
Does spec / brochure align with Persona’s priorities?
Are you ready to review w/ Persona?
What feedback does Persona provide?
How will you revise?
REMEMBER: it’s NOT the Persona’s job to design your product
But give you feedback about usefulness of benefits
December 9, 2018