Getting People To Care About Your Product

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No One Cares About Your Product
Episode 10
www.stretchgoals.fm/ep10

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Challenge yourself to create ambitious goals
as you start and grow your business.
Episode 10 - No One Cares About Your Product

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Robert Dickerson
Robert is the Founder and CEO of Mapout a mobile learning
platform that uses video courses to educate customers and
train employees. He helps companies develop and launch
products.
Scott Davis
Scott Davis is the Founder and CEO of MobX, a mobile
development software agency. He has 20 years of experience
developing software for Government, Finance, Sports and the
Telecommunications industry.
@RobDickersonJr @The_Scott_Davis

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You spent weeks, months, or even years creating your
product and then you get to launch day and no one signs up,
no one downloads your app.
Why does this happen and how can you avoid it?

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“I think the reason that people don't [care
about your product] is because there's only so
much time in the day and everyone is just
inundated with new products, new services,
and it's really impossible to keep up with
those things.”
- Robert Dickerson

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Continually
launch new
products and
features.

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Reasons no one shows up
1. People are not as emotionally connected to the product
2. They do not understand why they need the product

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Why is it so hard to connect with people and
get your product out there?

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“...even if you can get in front of someone, a
lot of times, there might not be a big enough
need for them to go engage with your
services.”
- Robert Dickerson

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Why are you special?
What makes you different?

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If you can meet
the needs of
people, they
will come back.
Put your product
in places where
like-minded
individuals will
see it.

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“[Launching] is not a one time event where
you're gonna get tons of people signing up.
It's an iterative process that you're gonna
work on for a long time to actually grow your
business.”
- Robert Dickerson

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throttlehq.com
● “Secure your inbox, protect your time, and get back to
doing what you love.” - throttlehq.com
● Control email subscriptions and spam mail
“That's just an example of a service that I wasn't using. I thought it
was a cool concept, but I never used it. And then all of a sudden, I'm
using it again. How did that happen? There was a need for it.”
- Scott Davis

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You never know how long it’s going to take to
grow your customers and initial engagement.
You might get it in the back of their mind,
but they might not use it until they have a need.
- Robert Dickerson

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How do you get them to come back?

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Does banging
people over
the head really
work for you?
How can you
target a niche
area?
Can you pivot
to increase
customer
engagement?
Marketing Questions to Consider

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Snapchat’s nontraditional path to success
● Initially struggled to get a broad user base
● Originally targeted teens and photo sharing
● Used feedback to iterate
● Understood how people were actually using their app
● Evolved their offering
● Introduced the “story” concept
● Now have hundreds of millions of users

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“...they were able to work through it and pivot and
make changes and target different people to where
it became this organic shared experience.”
- Scott Davis
“...you need to be open minded to those types of
things that you're able to pivot and grow your
product in a direction that people do care about.”
- Robert Dickerson

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Get something in
people’s hands.
Make tweaks
and changes
before you
invest too
much time.
The Importance of MVP’s

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“That's the biggest thing I see with MVP's. They want
to make it perfect. MVP's aren't meant to be perfect.
They're meant to prove your idea and then make
changes to your idea so that you get even more
customers.”
- Scott Davis

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“All you need is a
couple of people
who care about your
product and are
willing to pay for it.”
- Robert Dickerson

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We know why people can’t find products,
because we’re saturated.
If you really want to be recognized,
you have to make your service something
that other people want to share.
- Robert Dickerson

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The Share Threshold
1. Useful product
2. Professional quality
3. Solves a problem
4. Know others are interested
5. Benefits the relationship in some way

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Push features and continuously get feedback
to grow your product.

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As a developer, it’s important to
think about marketing and sales.

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Is the concept of a focus group dead these
days? The old school, like you sit in a room
with ten people. Is that dead?

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Find target audience
TEXT
Focus Group Benefits
Watch interactions Discover problems
Solicit feedback
Determine key
features
Fix problems and
feature visibility

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“A lot of those products in my opinion are
overpriced, but they do provide a lot of
context, how people are engaging, what are
the hot zones, and all that good stuff. They're
very pricey, but they provide invaluable data.”
- Robert Dickerson

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You really have to be prepared for
an initial slow growth.
You can't expect hundreds of thousands of people to
adopt your app immediately.
- Scott Davis

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“Don't be offended if people don't get it. That's
what MVP's are for. Make a change. Make it
apply to more people. And every single time
you put it out there, make more changes so it
applies to even more people.”
- Scott Davis

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Handling rejection
1. Don’t take it personally
2. Use the feedback
3. No feedback is not negative feedback
4. Follow-up and find people who engage
“Your product is a creation of your vision and maybe you didn't understand what
people really needed. That's fine. Your vision is just being modified a little bit to hit
more people. That's all it is.”
- Scott Davis

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Negative feedback
1. Dig deeper
2. Engage the person
3. Figure out why they gave you that feedback
“If you engage them and you're positive with them, a lot of times they'll continue to
try it and they can become an advocate of your product.”
- Robert Dickerson

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Share and market
What do do when people don’t care about your product.
Create a brand Find your audience
Get customer
feedback
Continuously engage Recognize it’s a long
term process

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Let us know how your product
launches are going.
Share this podcast.
Tell us what you like and don’t like.
stretchgoals.fm

Episode # - Title
www.stretchgoals.fm

Getting People To Care About Your Product

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