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O N E   Q U E S T I O N
The Red Queen Race
+ Actually Useful
+ Actually Useful = PROFIT!!
Aren’t you done yet?
Charles
Darwin
1859
The Red Queen Race
The
Red Queen
Theory

"It takes all the running you can do, to keep in the same
place. If you want to get somewhere else, you must run at
least twice as fast as that!"
                         - The Red Queen, Through the Looking-Glass
O N E   Q U E S T I O N
Aren’t you done yet?
N O
N E V E R
The
 Red Queen
 Race




  Roan Lavery
  Product Director, FreeAgent
@ roanlavery
G E N E S I S
Scratch that itch
                    caseywilliamson
The big picture
Ecosystem
                                                            visualisation
                Stock                                                 Payroll
                                                                                 Pay Taxes
                                          Bills
Time Tracking
                           Invoicing                   Banking



  Estimates             Expenses
                                           Budgeting
                                                                 Cashflow        File Accounts
                               Receipts
Ecosystem
                                                            visualisation
                Stock                                                 Payroll
                                                                                 Pay Taxes
                                          Bills
Time Tracking
                           Invoicing                   Banking



  Estimates             Expenses
                                           Budgeting
                                                                 Cashflow        File Accounts
                               Receipts
Ecosystem
                                                            visualisation
                Stock                                                 Payroll
                                                                                 Pay Taxes
                                          Bills
Time Tracking
                           Invoicing                   Banking



  Estimates             Expenses
                                           Budgeting
                                                                 Cashflow        File Accounts
                               Receipts
Ecosystem
                                                            visualisation
                Stock                                                 Payroll
                                                                                 Pay Taxes
                                          Bills
Time Tracking
                           Invoicing                   Banking



  Estimates             Expenses
                                           Budgeting
                                                                 Cashflow        File Accounts
                               Receipts
It has to    Yes! But it has
          be simple.   to do loads.




    The
Paradox
The Red Queen Race
The Red Queen Race
The Red Queen Race
Laffer
                            curve
Revenue




          0   Tax rate %   100
Laffer
                               curve
Customer
Satisfaction




               Functionality
"The world is complex;
our tools need to match that complexity."
                               - Don Norman
"It’s not complexity that’s the problem,
it’s bad design"
                                - Don Norman
Run upstairs
               thomas_hawk
E V O L U T I O N
CREATIVITY


                      PROFICIENCY


                       USABILITY


                      RELIABILITY


                     FUNCTIONALITY

Hierarchy of Needs
Where next?
              nora kann fliegen
Ratings
                                               User comments

      Search
                                  Usage metrics


API
                                                  Photo gallery
               User permissions



                                  Categories

  Upload UI
                                                          Back ups
User comments

Categories

Ratings


Upload UI

User permissions

Search


 API

Usage metrics

Back ups

 Photo gallery
User comments

Categories

Ratings            Strategy
                   Niche audiences, New territory, Join the dots
Upload UI

User permissions   Who benefits?
                   Users, Sales, Marketing, Engineering
Search


 API
                   Profit!
                   New market, Upsell, Reduce overheads
Usage metrics

Back ups

 Photo gallery
Your users are your Product Development
Your users are your Product Development
             and Marketing
Stand out
            Stéfan
“Give them something
 remarkable and make it
 easy to tell their friends”
“Give them something
 remarkable and make it
 easy to tell their friends”
The Red Queen Race
The Red Queen Race
Result

Over 50% of new signups come via referral

Standard conversion rate ~ 20-30%

Referred conversion rate ~ 50%
www.freeagentcentral.com




Thanks
Roan Lavery
roan@freeagentcentral.com
Twitter: @roanlavery

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The Red Queen Race