This document discusses product development for modern moms, noting that moms control $2.4 trillion in spending and spend 6.1 hours per day on mobile devices. It acknowledges that moms are distracted, still learning, conflicted, changing constantly, and opinionated. The document cautions that product developers should not assume moms read TechCrunch and that each mom is unique. It asks developers questions about who they are selling to, how their product makes moms feel, whether their product assumes too much knowledge, how it helps moms, how negative experiences are addressed, and how long moms will need the product.

1. Mrs. Cleaver 2.0
Product Development
for Today's Modern-Day
Moms
Andrea Barrett
Co-Founder, VP Product
UrbanSitter

2. $2.4 Trillion
“Marketing to Moms Coalition, State of
the American Mom 2011”

3. 6.1 Hours per Day
"21st Century Mobile Mom® Report”,
BabyCenter

4. 69% share on Facebook
Marketing Charts

5. Low
CTA
+
High
RPU
=
Amazing
LTV

6. But(t)...

7. 1. She’s distracted.

8. 2. She’s still learning.

9. 3. She’s conflicted.

10. 4. She’s changing constantly.

11. 5. She’s opinionated.

12. 6. She doesn’t read TechCrunch.

13. 7. She’s one of a kind.

14. 1. Who (specifically) are you selling to?
2. How does your product make her feel?
3. Are you assuming she knows too much?
4. How are you making her a better __________?
5. How are you addressing negative experiences?
6. How long will she really need you?

15. Thank You!
Andrea Barrett
andrea@urbansitter.com