"Video Lecture _ Lecture 4 Building Product, Talking to Users and Growing"

https://www.youtube.com/watch?v=yP176MBG9Tk

  In this post, I'm going to discuss "Building Product, Talking to Users, and Growing" by Adora Cheung. In this lecture, Adora Cheung explains us how to go from zero to numerous users. She reveals each step by bringing an example of her startup experience and shares how necessary is to talk with users from the start so you are able to accomplish sustainable growth.

  The first thing is which is important for starting a startup is to have time. You should consider, days a week instead of hours every day. There are several things which you should do and also things which you should avoid doing. The following are ‘noob’ approach to a startup: Build product in secret and not tell anyone about this idea; Exclusive PR launch! Wait for users; Buy users; Give up. The question is how not bypass these actions. First of all, you have to manage your time in order to have enough time to work on an idea. Then, consider what the exact problem is. Try to explain it in one sentence. After which you have to verify that the problem is global and others face to it too. How do you do it? You gain the data just by going out and talking to people. When you understand the problem you have to think about what to do the next and how to start. Thus, you have to determine a lot about the industry. Moreover, become an expert. In this, way people will trust you when building that product. Next, you need to identify and focus on customer needs. Then, storyboard and visualize the user experience and understand the ideal user.  The problem is how to get your first few users to start trying your product. Probably the first answer is to start with you. After this, you'll understand better how to introduce your product to your friend, coworkers, and others. Then you can share it in online communities and get more feedback. Lastly, you can use alternative ways such as cold calls, emails, and press. The next step which is critical is a customer feedback. It is beneficial to do surveys, but people are going to respond only if they really love you or if they really hate you. Therefore, to get something in between you actually try to go out and meet the person that is using your product. Making a conversation, getting to know them; after this, you may get an opportunity to a level when they feel like they can be honest with you and make you improve things for you. However, this process may take too long to measure. So, something that works fast is reviews and ratings. Track your honesty curve. The next process is an official launch of the product. However, before it, an individual should build fast but optimize product. The process is important but to understand what you should do is important to manually build it yourself. Sometimes temporary brokenness is better than constant paralysis. Perfection is irrelevant as you'll always in the process of growing.  There exists Frankenstein approach, which is some users suggesting is not the best idea but what they are saying is I have this other problem that you created by using the product or I need this problem solved before I’m going to pay. Next, you should remember that if you have a working idea, someone is always going to obey you and execute as fast as they can to get where you are. So there is no point to feel paranoid that someone is going to copy you. Moreover, you should learn one channel/way at a time and always iterate on it. These currents always change. Moving on when you will realize that you're growing. The answer is simple when you notice that you have a good return on investment. There are some types of growth:

• ·         Sticky
• ·         Viral
• ·         Paid

There are also features which show that you have a bad or not good idea:

• ·         Bad growth
• ·         Bad retention
• ·         Bad economics.

Finally, how to get more users and make them switch to you. Realize the right moment when your product is much better adapted from the existing solution they have. After using your product users will notice convenience of your product and the difference and probably that will make them switch.