How to Launch A Product or Feature To Enable Growth

Blog,Growth Marketing

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11/03/2024

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By :

DigitalLatheef

So what to do instead? Let’s return to that quote from the TBH founders:
“It is critical to design a process that allows you to launch vastly different product experiences within specific communities so your product can reach critical mass.”

There are are a few components in this quote:

Repeatable Process + Vastly Different Product Experience + Specific Community = The Chance To Reach Critical Mass.

This looks like a five step loop.

Step one: Scope

The first step is to do the exact opposite of what most product launches do, scope your target audience way down to who you have initially built for. Specifically spell out a hypothesis of who that is. Most product launches start with “What are the places we can get attention?” The better way is to start with, who specifically are we trying to reach with this v1? Then, you can think about where those people “live.”

Step Two: Figure Out Access

Once we have our initial definition, we can then come up with a bunch of ideas on how to access that audience. This will differ based on what the initial hypothesis is, if it is a product vs feature launch, and if we are working with an existing user/customer base or launching something brand new. Email, Paid, Press, Medium, Product Hunt, Hacker News, Referrals, etc. This step doesn’t matter as much as step one and step three.

Step Three: Filter

Step Two: Figure Out Access

You’ll never be able to target your audience hypothesis perfectly with any marketing mechanism. So we need to think about how take initial interest, and filter it to our audience hypothesis. There are a number of ways to do this, but the main ones would be:

Existing Usage Data – If you are working with an existing audience, you should have a good amount of data on them. Not just who they are, but what they have and have not done in your product. This is all valuable data to filter for your hypothesis.
User Submitted – Data submitted by the user. Key is to ask the right questions or collect the right data that will let you filter effectively. (See example in the section below).
Passive Data – There are a lot of tools like Clearbit which help us append data to understand more about who they are.

Step Four: Search for your success signal

As you let people through the filter and use the product , you look for success signals that validate your product or feature hypothesis. I think about them in three levels, each level requiring more volume, data, and time to get:

Qualitative – NPS, Very Disappointed Survey, etc.

Feature Market Fit or Product Market Fit – Healthy retention curves on a product or feature level.
Feature Product Fit – Casey Winters has written about Feature Product Fit.

From Casey – “Feature/Product Fit requires the feature to improve retention, engagement and/or monetization for the core product. If it doesn’t this means it is cannibalizing another part of the product.”

In a lot of cases, we don’t find the success signals on our first try. That’s fine. Assuming we have done our filtering, it will be easier to find out why our hypothesis is wrong which will help inform us of where we should navigate to next.

Step Five: Leverage

Once you find some initial success signals around your hypothesis, it is time to leverage it into the next layer of audience you want to target. Think about it as a layer of concentric circles, starting at the center and expanding from there. At some point, you will have built up enough success signals, successful users with strong word of mouth, and other elements that you can remove all filters and swing the doors open.

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