paris product tank growing(with)your community
TRANSCRIPT
PARIS PRODUCT TANK
GROWING (WITH) YOUR COMMUNITY
Which users do you have/want/need to care for?
And how do you do it?
Vincent Roussilhon
The 4 stages of user targeting
Who you target depends on your growth phase
1: All about YOU
You know the use case
You are the user(or very close to it)
2: All about THEM
Your first real world users
The heart of your community
Their feedback is key
It is your vision confirmed
They can become your best ambassadors and advisors
3: Who are you calling “average”?A.K.A the hard transition
Who is your average user?
Learn to tune out the “vocal minority”(but don’t ignore it)
The hard part:
You are part of that minority now
Average Joe
Going for the next 20M users?
Your average user
!=
THE average user
How “mass market” do you really want to be?
The river metaphor
USER EXPECTATIONS VS.
BUSINESS NEEDS
Theory
Leading the user
Flickr by GerryT
Signup
The risk
Flickr by SeeMidTN.com (aka Brent)
Do your business needs align with your community’s?
‘s solution: Online booking
Passengers prepay their seatThey commit and know that have a spot saved
Drivers know the passenger is committedNo more “no show”
Number of seats is adjusted automaticallyPassengers know the data is reliable
Providing added value through payment
The challenge of the dual community
GROWING A C2C MARKETPLACE
Addressing 2 types of users
Different approaches• Splitting the message, and the product
• Acknowledging both groups
a balanced community
Driver Passenger Both0%
10%
20%
30%
40%
50%
60%
What type of user are you?
addressing both at once
Finding a unifying message
It’s all about
Trust
DECLARED RATED ENGAGED
ACTIVITY MODERATED SOCIAL
Lisa M26 y.o.
The Trust Framework by
D.R.E.A.M.S.
It drives the product and the community
Summary
Keep track of who you SHOULD be targeting
Find levers that help you AND your community
Find a SHARED value
Vincent Roussilhon
THANK YOU