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StoriesOnBoard - a story of a SaaS product from the idea till
market launch
Tamás Árpád
tamas.arpad@devmads.com
dsdfWho we are?
2
meet Sanyi
16 years in software development
developer, architect, team lead, ninja
meet Árpi
16 years in...
dsdfpre 2012 - motivations
3
1. “WTF?? there must be a way of doing this better!”
2.
depending on 1-2 large customer
overs...
dsdfgoals
4
1. frequent & small transactions

—> easy purchasing decisions
2. global market from the start
=> steady flow ...
dsdfwhat?
5
coming up with ideas is easy
sticking to one is much harder
when you keep getting “better and better” ideas
dsdf2012 - User story mapping tool
6
we liked USM much
new niche market
just a few competitors
low entry barriers
dsdfUser Story Mapping - crash course
7
product discovery &
planning
user story mapping
by Jeff Patton
dsdf1. Understand the problem
8
Searches for a
product
Places orderExamines
products
Makes payment ShipsWebshop
9
Webshop
Browse by
categories
Basic search
Place orderSee details
Pay on delivery
Best sellers
Compare
products
Pay with ...
10
Webshop
Browse by
categories
Basic search
Place orderSee details
Pay on delivery
Best sellers
Compare
products
Pay with...
11
Webshop
Browse by
categories
Basic search
Place orderSee details
Pay on delivery
Best sellers
Compare
products
Pay with...
dsdf2012 - building framework
12
behind closed doors
took long :)
“k. jó lesz!” (and it is)
CQS API
based SPA
framework
dsdf2013 - feature development - joint forces
13
Go live: 2013 dec
first naive plan
dsdf2014 - devmads kft - public beta
14
establishing devmads kft
joining program
moving into Ms Azure
landing page, blog
l...
dsdfmarketing
15
google adwords - 2 months 200kHUF
SEO backlinks, blog comments,
newsletters, twitter
goal: 1st place on g...
dsdf2015- … - feedback channels, feature dev
16
feedback through UserVoice
adding most requested features:
import-export, ...
dsdf… -2016 may - transitioning to a paid service
17
VAT?? Invoicing??? WTF???
took 4 months to figure out
Payment infrast...
dsdfpricing battle
18
had literally 19 different pricing models
made tons of statistics
had been arguing for months
finall...
dsdfpricing v2
19
dsdf2016 june - launch
20
initial target: 20k MRR to keep StoriesOnBoard sustainable
reached only 10k till the end of tria...
dsdfsome unexpected things
21
• higher sales activity needed
• resellers
• slower conversion, slower decisions
• large ent...
dsdfnumbers
22
investment: 4000 hours of work, 3MHUF cash
outcome so far:
• 750 subscriptions, 20% annual
• 40% US, 40% EU...
dsdf2017
23
• office
• continue development of StoriesOnBoard
• develop marketing, sales
• explore new target groups
• hir...
dsdftakeaways
24
• delivering quality pays off
• think global act global
• scaling is not tied to number of employees in t...
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Why and how we started developing StoriesOnBoard, our SaaS service, an online user story mapping tool. How did we choose and targeted the initial audience, how did we promoted.

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StoriesOnBoard - a story of a SaaS product from the idea till market launch

  1. 1. StoriesOnBoard - a story of a SaaS product from the idea till market launch Tamás Árpád tamas.arpad@devmads.com
  2. 2. dsdfWho we are? 2 meet Sanyi 16 years in software development developer, architect, team lead, ninja meet Árpi 16 years in software development developer, BA, PM, Scrum Master
  3. 3. dsdfpre 2012 - motivations 3 1. “WTF?? there must be a way of doing this better!” 2. depending on 1-2 large customer oversized projects never saying no “don’t ask just do it”
  4. 4. dsdfgoals 4 1. frequent & small transactions
 —> easy purchasing decisions 2. global market from the start => steady flow of income
  5. 5. dsdfwhat? 5 coming up with ideas is easy sticking to one is much harder when you keep getting “better and better” ideas
  6. 6. dsdf2012 - User story mapping tool 6 we liked USM much new niche market just a few competitors low entry barriers
  7. 7. dsdfUser Story Mapping - crash course 7 product discovery & planning user story mapping by Jeff Patton
  8. 8. dsdf1. Understand the problem 8 Searches for a product Places orderExamines products Makes payment ShipsWebshop
  9. 9. 9 Webshop Browse by categories Basic search Place orderSee details Pay on delivery Best sellers Compare products Pay with credit card Domestic shipping International shipping Searches for a product Places orderExamines products Makes payment Ships Recommendations Remember customer PayPal 2. Come up with solutions
  10. 10. 10 Webshop Browse by categories Basic search Place orderSee details Pay on delivery Best sellers Compare products Pay with credit card Domestic shipping International shipping Searches for a product Places orderExamines products Makes payment Ships Recommendations Remember customer PayPal 3. Decide where to start Release 1 - goal: validate assumptions about demand
  11. 11. 11 Webshop Browse by categories Basic search Place orderSee details Pay on delivery Best sellers Compare products Pay with credit card Domestic shipping International shipping Searches for a product Places orderExamines products Makes payment Ships Recommendations Remember customer PayPal Release 1 - goal: validate assumptions about demand 4. Deliver, learn & adapt Release 2 - goal: improve purchasing experience
  12. 12. dsdf2012 - building framework 12 behind closed doors took long :) “k. jó lesz!” (and it is) CQS API based SPA framework
  13. 13. dsdf2013 - feature development - joint forces 13 Go live: 2013 dec first naive plan
  14. 14. dsdf2014 - devmads kft - public beta 14 establishing devmads kft joining program moving into Ms Azure landing page, blog launching public beta
  15. 15. dsdfmarketing 15 google adwords - 2 months 200kHUF SEO backlinks, blog comments, newsletters, twitter goal: 1st place on google search Product Hunt! target audience: experienced user story mappers 10k visitors during 1 week prev week: 260 no. of unique users / month 43k registered users
  16. 16. dsdf2015- … - feedback channels, feature dev 16 feedback through UserVoice adding most requested features: import-export, public maps Jira, Trello, Slack integrations support through UV, email, Skype meet Ági our support ninja
  17. 17. dsdf… -2016 may - transitioning to a paid service 17 VAT?? Invoicing??? WTF??? took 4 months to figure out Payment infrastructure: StoriesOnBoard - Taxamo - Braintree - Billzone monthly-annual subscriptions, recurring charges
  18. 18. dsdfpricing battle 18 had literally 19 different pricing models made tons of statistics had been arguing for months finally we decided on this published and got this:
  19. 19. dsdfpricing v2 19
  20. 20. dsdf2016 june - launch 20 initial target: 20k MRR to keep StoriesOnBoard sustainable reached only 10k till the end of trials :( but kept going up! :)
  21. 21. dsdfsome unexpected things 21 • higher sales activity needed • resellers • slower conversion, slower decisions • large enterprises • security and maturity certifications
  22. 22. dsdfnumbers 22 investment: 4000 hours of work, 3MHUF cash outcome so far: • 750 subscriptions, 20% annual • 40% US, 40% EU • 4200 subscribed users • 34k USD MRR
  23. 23. dsdf2017 23 • office • continue development of StoriesOnBoard • develop marketing, sales • explore new target groups • hire developers, sales • start working on new products
  24. 24. dsdftakeaways 24 • delivering quality pays off • think global act global • scaling is not tied to number of employees in this model
  • philtrem2k

    Oct. 17, 2017
  • DanielBahna

    Mar. 13, 2017
  • amraoua

    Dec. 29, 2016
  • BalzsDomonkos

    Dec. 2, 2016

Why and how we started developing StoriesOnBoard, our SaaS service, an online user story mapping tool. How did we choose and targeted the initial audience, how did we promoted.

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