Asking the right questions in the market -3

B2B, Business, ideal customer, Marketing, Questions, Technology

I have had a lot of situations where we thought we had an amazing product / service but we were not getting a response from the market.

We tried various scenarios, tested various markets but the response was just not there.

In B2B technology services, you may have a wonderful product or service, which is well differentiated but the market does not respond to your service. This inspite of the fact that you are looking at a very small niche, you have identified your Ideal Customer (the person / role) and talking about the pain points that they may have.

The reason for this as I have explained in my earlier posts is that technology companies follow an “infrastructure” or “ecosystem” model. Which means if your product / service does not easily fit into the existing infrastructure then the adoption will be very low.

In this situation instead of asking questions like is this the right market to focus or does this market have the ability to pay. The questions that need to asked could be more oriented towards what could be preventing the audience from responding to your messaging.

Is it that you don’t explain how you fit into the “infrastructure” or is it that they feel it will be too much of an effort to even think about your product / service. To be able to analyse this you need to sit quietly and brainstorm all the possible reasons which could prevent them from interacting with you.

Once you list all the items then quickly start testing to eliminate each of the issues and see which ones have the most impact.

Most often I have found, the reason for not getting to the right answer has been the fact that I had not reached the right question. Once I had asked the right set of questions, things were generally a cake walk.

Till next time then.

Carpe Diem!!!

Technology Adaption – the next challenge

Habits, Human Brain, mindset, Product Management, Technology

For product management in a technology company, the big challenge after identifying a single niche then targeting it, is the adaption of the technology.

Most technology based products are integration of existing resources. Very rarely are they designed from scratch for every component.

If by chance your product is designed from scratch then this problem is even more acute for you.

If the end user of your technology is not able to adapt your product easily as in 2-3 steps then even the most technologically superior product will be sent the grave. The human brain does not like change and therefore people resist any kind of new products. This is the biggest blockage for new technologies.

Look at Instagram or WhatsApp, such easy to use apps, therefore the adoption is in millions. It does not mean that the product is simple. I am sure the complexity is enormous, but they have kept it hidden from the customer. The user experience is very elegant and easy to use

Similarly the Iridium satellite phones, with the best pedigree and the ability to connect you from wherever you are in the world, bombed.

When doing product management of technology based products, you need to keep in mind if the existing infrastructure willsupport your technology. How much will the user have to unlearn to use your technology. What can be the simple things you can do to increase adoption.

This is a very complex subject so we will cover over multiple posts.

Till next time then.

Carpe Diem!!!