The document discusses marketing strategies for software products based on lessons from the auto industry. It recommends continually teasing upcoming products during development through blog posts, landing pages, and social media to generate interest and feedback. Like concept cars, works-in-progress can be shared on GitHub to gauge interest and hype future releases. Execution is more important than ideas, so developers should start marketing activities now rather than waiting until products are complete.
4. MVP
Product
Timeline
Most likely you use the
Minimum Viable
Product/Agile approach.
Build a thing. Hey, it’s cool.
Let’s upload and sell it.
● Idea. Iteration. Launch.
● Iteration. Launch.
● Iteration. Launch.
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Typical Marketing Timeline
First Quarter of Launch
● Put it on GitHub.
● Put it on WordPress.org
● Maybe a Tweet.
● Talk about it in a Slack Group.
● Email four friends.
● Talk about it at a Meetup.
Quarters 2-4 Post-Launch
● Nothing.
9. “First of all, people don't realize that concept cars, yes, we would
show them at auto shows typically, and they're there for the media to
enjoy. But long after the media is gone, the auto show's around for a
couple weeks, and the public comes around, and they may not know
much about the brand sometimes, and they go, "Whoa," and they
come across this concept car that makes an unmistakable
statement about where the brand wants to go with technology.”
RALPH GILES
Head of Global Design, Fiat Chrysler Automobiles
10. Concept cars are used to
gauge interest, create interest,
and/or hype up a model
that is in production.
11. “If we have a new launch of a new version
in our portfolio, we would tease that with a
specific type of concept that would be a
slight exaggeration of the production car.”
DAVID WOODHOUSE
Design Director, Lincoln Motor Company
21. A. Pitch the concept to insiders.
B. Make a landing page.
C. Ask for beta testers.
D. Ask for feature feedback.
E. Write blog posts - even about the
process
F. Tweet.
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