Give Your Big

Idea a Chance:
Test for Success
Before diving into building your app,
ecommerce site, or digital service,
thoroughly validate your idea. This step
is crucial before investing in the entire
project.

WORKSHOP PAUL BOAG

 - Nearly 30 years of experience working
in digital with a focus on user
experience.

- Extensive experience in conversion

ABOUT ME
optimization and marketing.

Paul Boag - Have helped clients deliver dozens of

SaSS apps in both B2c and B2B.

- Clients include bigger organizations like

Shopify or PUMA, and dozens of smaller
startups.
INTRODUCTION

I'm a grumpy old man

INTRODUCTION

Passive income is a fantasy!

INTRODUCTION

90% of startups fail

INTRODUCTION

Why SaaS apps fail

No real problem Poor marketing No differentiation

Many SaaS startups Having a robust Without a clear way of
struggle because they strategy for acquiring differentiating from
fail to solve a and retaining others, many SaaS apps
meaningful problem. customers is essential. cannot break through.
INTRODUCTION

It can be worth it!

Escape the 9 to 5 Escape the boss and clients
If you want to leave that corporate Hate your boss or working with
job, creating an app provides that clients? A SaaS business offers an
opportunity. alternative.

Escape hourly ceiling Additional revenue stream

Do you feel your income is capped Want to introduce a new revenue
by the number of hours you work? A stream to an existing business? A
SaaS business can change that. SaaS app can help.
INTRODUCTION

Success is possible with careful

planning and avoiding
impulsive actions.
INTRODUCTION

Success is possible with careful

planning and avoiding
impulsive actions.
INTRODUCTION

There are exceptions

For fun To learn To help out

If you are just If you want to learn Sometimes, you may
building a SaaS app something new then want to build an app
for fun, go for it! You building a SaaS app for a community,
don't need to worry can be a superb organization, or
about financials. route. person.
Agenda

Section 01 Section 03
Review the market Define your minimum viable
product

Section 02 Section 04
Understand your audience Run a test marketing campaign
01

Review the Before taking any action, it's crucial to

understand who else is addressing similar

market issues and the current market landscape.

REVIEW THE MARKET

Why do market research?

Define your audience Identify market challenges
Market research provides a deeper Market research will uncover the
insight into the exact niche you challenges you may face when you
might want to target. attempt to go to market.

Define your offering Establish a strategy

Market research helps you get a Market research will assist you in
clearer picture of what you need to working out how you can establish a
build initially. successful strategy.
REVIEW THE MARKET

42% of startups fail

because there is no
market need.
REVIEW THE MARKET

How to approach
market research
Market research does not need to be complicated. But to
get the most from it, you need to follow some simple
steps.
REVIEW THE MARKET / HOW TO APPROACH MARKET RESEARCH

1. Broadly define your niche

Your type of offering Your particular audience
What type of app are you creating What specific audience are you
and what is the rough extent of its going to initially focus on when
functionality. initially launching the product?
REVIEW THE MARKET / HOW TO APPROACH MARKET RESEARCH / BROADLY DEFINE YOUR NICHE /

WARNING!

Avoid going too broad

Targeting a broad audience requires a larger marketing
effort. Starting with a smaller audience increases the
likelihood of success.
REVIEW THE MARKET / HOW TO APPROACH MARKET RESEARCH

2. Find your competitors

Simple keyword search Industry reports Talk to your audience

Product Hunt / G2 etc. SEO and SEM tools News and publications

Social media & forums Events

REVIEW THE MARKET / HOW TO APPROACH MARKET RESEARCH

3.Try the competition's

offering
Sign up for demos or free trials offered by potential
competitors. This direct interaction will allow you to assess
their features, usability, and customer support, giving you a
better understanding of what you’re up against.
REVIEW THE MARKET / HOW TO APPROACH MARKET RESEARCH

4. Pay attention to competition reach

Advertising Social Media

Are they paying for How many followers How often are they
PPC advertising and do they have on mentioned on media
do they appear on social media, and site?
websites relevant to how often do they
your users? post?
REVIEW THE MARKET

What to look for in your

competitors
Once you know who your competitors are and broadly
how they work, it is worth analyzing them in more
depth.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Features and functionality

Core offering Unique features Integration

What is the focus of What makes their What platforms do
their app? What app different from they integrate with,
features do they the other and what does that
promote the most? competitors and integration allow?
potentially your app?
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

User experience

Onboarding Repeat use Accessibility

What is the first- If you were using the Does the app work
time user experience app regularly would for a variety of
like? Is the app easy certain actions get audiences across
to pick up or do you annoying over time? different platforms
need support? and devices?
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Market position

Audience Pricing Brand

Who are their primary Analyze their pricing This includes their
customers? Look for models, tiers, and any value proposition and
segments they might be free trial or freemium the key benefits they
overlooking. options. highlight.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Market strategy

Digital Presence Content Marketing Paid Advertising

Look at their site and Understanding their Check their paid
landing pages to channels, such as
keywords and
understand how they Google Ads or social
content strategy can
convert visitors. media advertising.
reveal a lot about
reaching people.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Customer feedback
Reviews and ratings Case studies and testimonials
Platforms like G2 or Capterra can These can offer deeper insights into
provide insights into what successful use cases and customer
customers like and dislike about experiences.
your competitors’ solutions.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Company health
Funding and Investment Growth Metrics
Information on recent funding Look for any available data on user
rounds or financial backing can base growth, market share, or
indicate their capacity for growth geographic expansion.
and development.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Innovation
New Features or Products Patents and Technologies
Keep an eye on their product Patents or unique technologies can
updates and new releases. indicate areas where they’re
innovating or investing heavily.
REVIEW THE MARKET / WHAT TO LOOK FOR IN YOUR COMPETITORS

Technology
Performance Security
Does the app run fast? Have there been any reported
security breaches?

Reliability Privacy
What is the uptime of the app like? How do they store customer data
and what do they do with it?
REVIEW THE MARKET

How to use what you learn

After reviewing your competitors, it's time to make
decisions based on the insights you've gained.
REVIEWING THE MARKET / HOW TO USE WHAT YOU LEARN /

Spot Gaps

Feature Gaps Experience Gaps Audience Gaps

Missing features could Experience gaps Is there a niche or
also include integration, region that the
include both the
data privacy and more. competitors fail to
app's UI and
target?
customer support.
REVIEWING THE MARKET / HOW TO USE WHAT YOU LEARN /

Innovate

Technology Values Business model

Technology evolves the People's values change Explore alternative
whole time, while your over time. For example, business models such
competitors are dealing sustainability and as flexible pricing or
with legacy. privacy are big now. freemium.
REVIEWING THE MARKET / HOW TO USE WHAT YOU LEARN /

Optimize

Faster Better Cheaper

Can you enable people Can you offer the ability Can you offer the same
to achieve more in less to do more or do it to a as competitors, but at a
time? higher standard? lower price point?
REVIEW THE MARKET

How to differentiate
To have any chance of competing, it's essential to
clearly differentiate yourself from your competitors.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Features and functionality

Solve unaddressed problems Enhance existing features

Use market research and user Take existing features common in
feedback to find problems that your market segment and enhance
competitors haven’t solved or have them. This could mean making them
inadequately addressed. faster, more user-friendly, or more
powerful.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Technology

Emerging tech Security Performance

Build in new Offer improved privacy Ensure your platform is
technologies such as AI and security by faster and more reliable
from the start. complying with stricter with better uptime.
standards.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

User Experience

Onboarding Repeat use Accessibility

Make it easier for Ensure that the app Make the app
users to pick up the is easier for accessible to the
app and start using completing common broadest possible
it. and repetitive tasks. audience.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Pricing
Subscription vs one-off Free
If your competitors all offer Consider a free service supported by
subscriptions, consider charging a tips or a small slice of users sales.
one-off fee.

Freemium Value added features

Offering a free tier can be an Explore a lower basic price,
effective way of establishing supported by chargeable extra
yourself in a crowded market. features.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

B2B Audience

Vertical Size Region

Focus on a different If competitors focus on Consider focusing on a
vertical sector and build enterprise, consider specific country or
to meet their specific focusing on SMEs or region to accommodate
needs. vice versa. their unique situation.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

B2C Audience

Interests Demographics Region

Focus on a different use If competitors focus on Consider focusing on a
case for your app based a particular age group specific country or
on the interests of your or level of education region to accommodate
audience. focus elsewhere. their unique situation.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Community building

Support Create Thought leadership

Provide a space where Allow people to create Provide advice and
users can support one templates and plugins articles that relate to
another and share or build upon your app your app and the
ideas. and what it offers. challenges it solves.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Community building
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Customer support

24/7 support Fast responses Personalized

Multi-Channel Community driven Public roadmap

Self-service support
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Flexibility

Customization APIs Plugins

Provide the ability to Allow people to build on Allow people to expand
customize everything your app the capability of the app
from output to the user programmatically. by creating and sharing
interface. plugins.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Branding

Value proposition Tone of voice Design language

How you explain your A strong tone of voice Investing in art
app and the benefits it can make you stand out direction and a clear
provides can set you from more bland visual language makes
apart from competitors. competitors. your brand memorable.
REVIEW THE MARKET / HOW TO DIFFERENTIATE /

Branding
REVIEW THE MARKET

It is okay to walk away.

Reviewing the market can lead to the harsh realization that it
will be hard to compete without considerable investment.
REVIEW THE MARKET

Conclusion
1. Broadly define your niche.

2. Find your competitors.

3. Review your competitors.

4.Identify gaps and ways to differentiate yourself.

Next
Understand your audience
0
2

Understand To succeed, motivate your audience by being

highly focused and understanding their

your audience needs.

UNDERSTAND YOUR AUDIENCE /

You don't just need to find an

audience for your app. You also
need to tailor your app to the
audience.
UNDERSTAND YOUR AUDIENCE /

Adapting your app to

your audience

Features Top tasks Messaging

What precisely the app Which features you How you communicate
will do should be highlight will depend with your audience will
tailored to the needs of on what your audience be dependent on who
your audience. uses most. they are.
UNDERSTAND YOUR AUDIENCE /

Steps in picking an audience

1. Identifying possible audiences 3. Pick an initial target

2. Shortlisting your audiences 4. Dig deeper into your audience

UNDERSTAND YOUR AUDIENCE

Identifying possible
audiences
Begin by identifying as many possible groups of people
who might be interested in your application.
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

If you are targeting B2B

Verticals Size Region

List every sector in List all the Does your app work
which your app could organizations of globally, or are there
be used. different sizes that region-specific
your app could help. limitations?
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

Examples of B2B Targeting

Verticals Size Region

- Healthcare - Revenue - Geographic region
- Higher Education - Employees - Country
- Charities - Market Share - States
- Finance - Assets - City
- Technology - Valuation - Zip Code
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

If you are targeting B2C

Interests Demographics Region

List any interest areas Are there age groups Does your app work
that are relevant to your that the app could globally, or are there
app and which it could specifically appeal to? region-specific
support. limitations?
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

Examples of B2C Targeting

Interests Demographics Region

- Sports - Age - Geographic region
- Hobbies - Gender - Country
- Media - Education - States
- Values - Income - City
- Lifestyle - Family - Zip Code
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

Look at competition for inspiration

Who they target Who follows them
Pay attention to where your Review your competitor's social
competitors are advertising and feeds and pay attention to who buys
what they choose to support. their products and services.
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

Who is talking
about the pain
points you solve?
buzzsumo.com

hootsuite.com

mention.com
UNDERSTAND YOUR AUDIENCE / IDENTIFYING POSSIBLE AUDIENCES /

Look at related
SEO terms
For example, if you have a task app, what
related phrases do people use? Which
would perform better: "project task
management" or "housework task app?"

Google Keyword Manager

Ahrefs SEMrush
UNDERSTAND YOUR AUDIENCE

Shortlisting your
audiences
Once you have a long list of potential audiences, narrow
it down to those with the most potential.
UNDERSTAND YOUR AUDIENCE

How to shortlist
Remove impractical options Prioritize what remains
Start by going through and Take those options that remain and
removing any audiences that would prioritize them based on their
prove either completely impractical potential.
or particularly challenging.
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Market Size and Growth Potential

Volume Growth
Is your audience large enough to Look for markets with growth
sustain and grow your business, or potential. A stable or growing
will you need secondary audiences audience is more attractive than one
to supplement it? in decline.
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Market Needs and Pain Points

Unique Needs Underserved Needs
Does your product offer a Look for gaps in the current market
compelling solution to the specific offerings. Targeting an audience
needs, problems, and pain points of with unmet needs can position your
the audience SaaS as a valuable solution.
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Product Fit
Alignment Adaptability
Do your product features, benefits, How adaptable will your product
and user experience align with the need to be to meet the evolving
target audience's preferences and needs of the target audience?
requirements?
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Competitive Landscape

Effectiveness Saturation Dominance

How well does the How many competitors How entrenched are the
competition meet the are operating in the existing competitors? Is
needs of the audience you space? there a clear path to
are considering? disrupt the sector?
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Buying Power
Affordability Decision-making
Can your target audience afford the How much effort and how many
product you are proposing making? challenges will the audience face in
making a purchase?
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Lifetime Value
Profitability Retention
What will be the potential cost of the How loyal do you predict your
acquisition for your audience? This audience will be? How long do you
will impact the profit you make. expect to retain the customer?
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Accessibility
Reachability Engagement
Evaluate how easily you can reach Consider how willing the audience is
your target audience with marketing to engage with your brand.
and communication efforts.
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Regulatory Environment
Compliance Barriers to Entry
Be aware of any legal or regulatory Consider any potential barriers to
requirements that may affect your entry, such as certifications,
ability to serve the target audience. regulations, or high switching costs
for customers.
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Cultural Fit
Values and Preferences Language and Localization
Do you understand the values and Are there going to be costs
preferences of the audience you are associated with making your
trying to reach? Can you product accessible to different
communicate effectively? languages or regions?
UNDERSTAND YOUR AUDIENCE / HOW TO SHORTLIST /

Technical Savviness
User Proficiency Support and Education
Evaluate the technical proficiency of Consider the level of support and
the target audience. Your product’s education your target audience will
complexity should match the need to successfully use your
audience's ability to use it product.
effectively.
UNDERSTAND YOUR AUDIENCE

Pick an initial target

With your shortlist compiled it is time to select an
initial audience that you are going to target for your
minimum viable product and initial launch.
UNDERSTAND YOUR AUDIENCE / PICK AN INITIAL TARGET /

Why only target a small niche?

Bigger Impact Lower Cost
Given limited time and budget, it's By targeting a small niche, you
more effective to concentrate increase word-of-mouth and lower
marketing efforts in a smaller area ad costs, reducing overall marketing
for a greater impact. expenses.
UNDERSTAND YOUR AUDIENCE / PICK AN INITIAL TARGET /

But I will be turning away

customers!
A generic website Specific landing page More later
We will keep our main We'll use specific landing We'll explore other
website generic so as to pages to target different sectors once we've
be open to the broadest sectors without excluding proven the effectiveness
possible audience. others. of our approach.
UNDERSTAND YOUR AUDIENCE / PICK AN INITIAL TARGET /

How to pick your audience

Potential Experience
Which audience do you consider to Which audience do you have insider
have the most potential? knowledge of?

Passion Community
Which audience make you most Which audience has the most
excited to be involved in? vibrant community?
UNDERSTAND YOUR AUDIENCE / PICK AN INITIAL TARGET /

How to research community

Influencers Blogs
Are there influencers that you could Are there blogs that your audience
engage with to help promote the reads and relates to the topic of your
product? product?

Groups Events
Are there online groups where your Are there events relating to your
audience interact? product that your audience attends?
UNDERSTAND YOUR AUDIENCE

Digging deeper into

your audience
Once you've chosen your target audience, delve deeper
to grasp their motivations and traits. These factors will
shape your communication and app functionality.
UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

What is useful to know

PRIMARY SECONDARY

- Questions. What questions is the user - Tasks. What actions do they need to
seeking to answer? take to achieve their goal?

- Objections. What might cause them - State of mind. How are using feeling
not to act, or to abandon the during the experience?
experience?
- Influence. What is influencing the
- Goal. What is it they are ultimately experience the user is having?
trying to achieve?
- Challenges. What pain points are the
UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

What is a touchpoint?
Email Website Social Media

Messaging Search Online Ads

Phone In-Person Offline Ads

UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

Do some online research

Review communities SEO research Social Media

Read related blogs Existing reports Ask AI!

UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

Identify the gaps

Missing Out of Date Suspect

Information Information Information
UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

Fill the gaps

with surveys
Surveys are excellent when you
identify specific information you
want to know or check.
UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

Fill the gaps

with interviews
User interviews can be a luxury, but
they are an excellent way of
connecting with your audience and
making it easier to empathize.
UNDERSTAND YOUR AUDIENCE / DIGGING DEEPER /

Questions to ask
- Background and context. Ask about - Needs and opportunities. How
the participants, their pain points, satisfied are they with the service, and
and their goals in using the service. what areas would they like to see
improved?
- How they use the service. How do
they typically use the service, and - Open-ended feedback. Always try to
what challenges do they encounter? end by asking if there is anything you
have not covered or if they have final
thoughts they would like to share.
 Feeling Influences
How is the user feeling What people, things, or
about the experience? places influence them?

Questions and Tasks Journey

What tasks are users Where is the user in their
trying to complete? What experience and what (if
questions or objections do any) interactions have they
they need answering? already had?
Name of Person

Pain Points Goals

What pain points are What is the users
the users experiencing ultimate goal? What are
that they hope to they trying to achieve?
overcome?
REVIEW THE MARKET

Conclusion
1. Identifying possible audiences

2. Shortlisting your audiences

3. Pick an initial target

4. Dig deeper into your audience

Next
Define your MVP
0
3

Define your Working out what you intend to launch will

be crucial for success and will also help define

MVP your approach to marketing.

DEFINE YOUR MVP /

Why your MVP matters

Defines Scope Reduces Costs Aids Marketing

Defining your MVP By building the Your MVP allows you to
prevents your build minimum possible, you launch faster and better
from dragging on and can keep costs under define your initial
never being finished. control. target audience.
DEFINE YOUR MVP /

Steps for defining your MVP

1. Brainstorm possible tasks

2. Identify top tasks

3. Planning your launch features

DEFINE YOUR MVP

1. Brainstorm possible tasks

Begin by identifying as many of the tasks users might
want to complete when using your application.
DEFINE YOUR MVP / BRAINSTORM POSSIBLE FEATURES /

Look at the competition

What's there What's coming What's missing

What tasks do the Do your competitors What tasks are your
competitors support, and publish their roadmap, competitors missing
which ones do they most and if so, what upcoming based on your experience
emphasize? tasks do they address? and research?
DEFINE YOUR MVP / BRAINSTORM POSSIBLE FEATURES /

Be inspired by your user

research
Requests Pain points Goals
What tasks did people What tasks would users What completed tasks
mention during your user need to complete to would allow users to
research? address their pain points? achieve their goals?
DEFINE YOUR MVP / BRAINSTORM POSSIBLE FEATURES /

Ask AI
I am trying to build a SaaS application for
[audience] that enables them to [goal].

So far, I have identified the following tasks users

will need to complete:

[tasks]

What other tasks should I consider adding to the

application to help users.
DEFINE YOUR MVP

2. Identify top tasks

It is essential to identify the 20% of your features that
80% of users will primarily be interested in. These will
help define the scope of your MVP.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

Introducing top
task analysis
Top task analysis is a user-centered
method that identifies the most crucial
tasks users aim to achieve, streamlining
the design for enhanced usability and
satisfaction.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

The steps involved in

top task analysis
1. Gather a long list of potential tasks.

2. Rationalize this list into something more manageable.

3. Get users to vote on what tasks matter the most.

4. Analyze the results.

DEFINE YOUR MVP / IDENTIFY TOP TASKS /

Top Task
Analysis Lite
Top task analysis can be time-
consuming to complete so I have
adapted the process to be much
faster, while still providing a similar
quality of results.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

2. Create a survey
1. Create a new survey with PollUnit.

2. Populate that survey with some initial tasks.

3. Ask users to vote for existing tasks or

suggest new ones.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

3. Clean the results

Remove duplicates Simplify wording
There will be a significant We want to be able to use the
number of suggested tasks that results in card sorting and so we
are similar. We need to combine want the description of each
these tasks and their associated task to be as clear and concise as
votes. possible.
AI can help with the analysis
I want you to act as a data analyst. The 2. Identify any conceptually similar
attached file is the results of a top task ideas.
analysis. The "ideas" column contains 3. Combine similar ideas into a single
suggestions for tasks users might want row with a clear and concise name. Add
to complete on [type of app], and the together the votes for any combined
"votes" column is the number of times ideas.
a user voted for that task. 4. Output the new list of tasks with
their associated combined votes in a
Please complete the following steps in new CSV file with the same columns.
order.
The goal is to end up with a simplified
1. Simplify each entry into the "ideas" list of ideas with their associated votes.
column to less than 3 words while still
attempting to maintain meaning. Ask any questions you need to complete
this task successfully.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

The top 3rd of

your list are
your top tasks
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

But, I don't have access

to my users
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

You've got a big problem!

If you don't have access to the audience that will use your
app, how can you convince them to use it?

In the final section of this workshop, we will explore this

challenge in more depth.
DEFINE YOUR MVP / IDENTIFY TOP TASKS /

Possible places to look

Reddit Forums Mailing lists

Social media Meetups Conferences

Quora Stack Overflow Slack

DEFINE YOUR MVP / IDENTIFY TOP TASKS /

Using recruitment
services
- Many testing tools will recruit participants
for you for as little as a $1 per person.

- Askable will recruit users without tying

you to use a particular platform.
DEFINE YOUR MVP

3. Planning your launch features

Once you have identified the tasks your users need to
complete within your app and which matter the most to
them, you can start planning your launch features.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES /

Selecting launch features

Market fit Practicalities
What features would provide the What is most achievable considering
best competitive advantage when the constraints you are working
launching your application? within?
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES /

Market fit
Top Tasks Value Proposition
Based on your top task analysis, What features are most inline with
which features do users want the how you want to position your
most? application in the market?

Competition Impact
Based on your market research, What features will most impress
which features would help you stand your audience and create the biggest
out from the competition? buzz?
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES /

Practicalities
Easy to build Scalability
How easily can you build a feature How important is that feature for
you are considering for launch? the future of the application?
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES /

For each feature create a

set of user story cards

As a [role] As a frontend developer,

I want to [task] I want to learn about MVPs.
So that I can So that I can plan my SaaS app
[goal] launch.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES /

Do not build, prototype.

The most common mistake, especially among developers, is
to jump into building the app immediately rather than first
prototyping it.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

3 reasons to prototype

Save effort Faster to market Plan for future

It is easy to waste time Prototypes avoid A prototype can help
building features that mistakes that would be you envision the future
turn out not to be fit for time-consuming to fix of an app so you can lay
purpose. during the build. better foundations.
Start with
wireframes
Low-fidelity wireframes are a great
way to get a bird's-eye view of the
application and how all the features
work together.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Design high-fidelity
mockups for critical
screens
Prototyping a small selection of screens to
production quality allows you to conduct lightweight
testing to answer three fundamental questions.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

What you want to learn

Do they like it? Do they get it? Can they use it?
Does the design visually Did they understand the Did the user see critical
appeal to the audience interface and what they elements and will they
and communicate the could do with it? be able to navigate
correct impressions? successfully?
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Test with Lyssna

DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Do they like it

A semantic differential survey can be

used to see if the design matches the
brand keywords you seek to
communicate.
 DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Do they get it
A 5-second test involves showing
users the design for only five
seconds, after which they are
asked to recall specific details or
first impressions, assessing the
clarity and effectiveness of its
visual communication.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Can they use it

First-click testing is a technique
that analyzes the initial click made
by people using an interface.
DEFINE YOUR MVP / PLANNING YOUR LAUNCH FEATURES / DO NOT BUILD, PROTOTYPE

Should you create an

interactive prototype
and do more thorough
testing?
Not until you know if people would buy your app.
DEFINE YOUR MVP

Conclusion
An MVP is an indispensable step in creating a SaaS
application.

Brainstorm all the tasks a user may want to complete.

Identify the tasks that matter the most to users.

Work out what features are most practical to launch with.

Prototype those features before building.

Next
Run a test campaign
0
4

Run a test Customer acquisition is one of the biggest challenges

associated with running a SaaS application. Running a

campaign
test campaign addresses this problem before investing
in building the app.
RUN A TEST CAMPAIGN

What you learn from a campaign

Acquisition Conversion Pricing

Running a test A test campaign gives A test campaign
campaign will ensure you a chance to work provides the
you have a plan for out what your opportunity to make
driving leads. conversion rate will be. decisions about price.
RUN A TEST CAMPAIGN

Steps in running a campaign

1. Define success 2. Set your price

3. Build a landing page 4. Drive traffic

5. Nurture your audience

RUN A TEST CAMPAIGN

1. Define success
How will you judge the success of your campaign and
the viability of your business idea?
RUN A TEST CAMPAIGN / DEFINE SUCCESS

The "stay informed"

approach
Although this approach provides a general sense of
someone's interest in the app, it does not indicate
whether they are willing to buy.

However, it does provide an opportunity to nurture

the lead before launch.
RUN A TEST CAMPAIGN / DEFINE SUCCESS

The "waiting list"

approach
Creates a sense of the app being in demand.

Allows you to nurture leads.

Could be considered less honest about the

state of the app.
RUN A TEST CAMPAIGN / DEFINE SUCCESS

The "fake order"

approach
Offer the user the option to buy, but when
they click, inform them that it isn't ready
and they can sign up for updates instead.

A more accurate buying experience.

Could alienate users.

RUN A TEST CAMPAIGN / DEFINE SUCCESS

The "preorder"
approach
Allow users to preorder the product for a
heavy discount.

Offers an actual buying experience, although

the levels will be lower than normal.
RUN A TEST CAMPAIGN / DEFINE SUCCESS

What about
crowdfunding?
Using Kickstarter or Indiegogo is an option,
but it's not a reliable test for your app's
long-term viability or your ability to
consistently acquire new customers.
RUN A TEST CAMPAIGN

2. Set your price

The price is a critical factor in the uptake of your
application, so it should be a part of any test campaign
you run.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Freemium
Provides free basic software with the option to upgrade for additional features or
capacity.

Benefits Challenges
Great for user acquisition, as it Convincing users to upgrade is
reduces the entry barrier and can challenging. It involves providing
rapidly build a large user base, sufficient value in the free version to
potentially leading to paying attract users, while also offering
customers. premium features that are
compelling enough to pay for.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Subscription
Users are charged a recurring fee for software access, often with tiered pricing
based on features, users, or usage limits.

Benefits Challenges
Provides predictable revenue and Unpredictable revenue can
can scale with the size of the user's complicate budgeting for providers
business or needs. It encourages and users. Monitoring and
ongoing development and support. communicating usage is crucial to
avoid bill shocks.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Usage-Based
Charges are based on usage, like the number of emails sent, data stored, or hours
used. This is also known as a "pay-as-you-go" model.

Benefits Challenges
Fair to users since they only pay for You need to continuously prove
what they use, which can be a value to prevent churn. It's
strong selling point. It aligns costs important to have clear tier
directly with value received. differentiation and to manage
feature updates well.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Per-User
Charges based on the number of user accounts or seats. This is straightforward
and common in B2B software.

Benefits Challenges
Easy for customers to understand Can discourage adoption within
and scales well with the size of the large teams or organizations due to
customer's team. cost. It might lead to sharing
accounts, reducing security and data
integrity.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Feature-Based
Offers multiple packages with a different set of features at each price point.
Users pay more for advanced features.

Benefits Challenges
Allows customers to choose a plan Determining which features to
that fits their needs and budget. include at each tier can be tricky.
Encourages upgrades as needs grow. There's a risk of overwhelming
users with too many choices.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Hybrid
Combines elements of the above models to fit unique business needs. For
example, a freemium model with additional pay-per-use features.

Benefits Challenges
Flexibility to tailor the pricing model Can be complex to communicate and
to your product and market. Can manage. Requires careful balance to
address multiple customer segments avoid confusion and maintain a clear
simultaneously. value proposition.
RUN A TEST CAMPAIGN / SET YOUR PRICE

Pricing factors to consider

Audience Competition
How much are people willing to pay What are the competition's charges
and what payment structure suits and how do they structure their
them most? pricing plans?

Flexibility Costs
Does your pricing allow enough Will your price cover costs at any
flexibility to offer discounts or to level of customer, or do you need a
change over time? minimum customer base?
RUN A TEST CAMPAIGN

3. Build your landing page

Once you have set your success criteria and pricing, you
can create a landing page for your campaign designed
to sell your application.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Value Proposition

Strapline Benefits Features

Summarize your List ways the app helps Detail the features that
application in a single users achieve their allow users to receive
sentence. goals or overcome their the benefits you have
pain points. listed.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Calls to Action
Primary
For example, your primary call to
action may be to preorder.

Secondary
While a secondary call to action may
be to sign up for updates.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Objections
- What if they sell my email address to a third party?
- What if the content is rubbish?
- What if they make it hard to unsubscribe?
- What if they send me too many emails?
- What if they pressure me into buying?
- What if they get hacked?
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Objections
Add an exit intent survey to
understand why people are not
signing up for the application. This
will help improve the landing page
and increase the app's chances of
success.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Social proof
- Review and ratings.
- Testimonials (both video and written).
- Simple naming of high profile customers.
- Celebrity endorsement.
- Third-party accreditation.
- Industry awards.
- Positive press coverage.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Content blocks
- Each Benefit.
- Each Feature.
- Each Social Proof.
- Add objections into existing content blocks. IMAGE

HEADING

BODY

LINK
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Improve your content quality

RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Page flow
Aesthetics
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE

Test your
landing page
- 5-Second test.

- First-click test.

- Semantic differential survey.

- Eye-tracking simulation.
RUN A TEST CAMPAIGN / BUILD YOUR LANDING PAGE / TEST YOUR LANDING PAGE
RUN A TEST CAMPAIGN

4. Drive traffic
Once you have your landing page ready you can drive
traffic to the page and monitor its success.
RUN A TEST CAMPAIGN / DRIVE TRAFFIC

Community engagement
Reddit Forums Mailing lists

Social media Meetups Conferences

Quora Stack Overflow Slack

RUN A TEST CAMPAIGN / DRIVE TRAFFIC

What about
Product Hunt?
Product Hunt tends to favor applications
with broad appeal. It also does not address
the issue of how you will generate traffic
long-term.
RUN A TEST CAMPAIGN / DRIVE TRAFFIC

Content marketing

Blogging Podcasts Social

Guest blogging can be Appearing as a guest on Posting about the pain
an excellent way of podcasts that your points, questions and
reach your target audience listen to can goals of your audience
audience. work well. can help.
RUN A TEST CAMPAIGN / DRIVE TRAFFIC

Paid acquisition

Paid Posts Search Ads Social Ads

Sponsored posts can Pay-per-click Advertising on social
work well if you advertising around networks like LinkedIn
struggle to get guest relevant search terms can work when
post opportunities. may work for you. reaching some users.
RUN A TEST CAMPAIGN

5. Nurture your audience

Whether users preorder or signup to a mailing list, it is
worth nurturing those relationships to ensure they turn
into active customers.
RUN A TEST CAMPAIGN / NURTURE YOUR AUDIENCE

Onboarding
emails
Plan a series of emails that users will
receive following signing up that talk
them through the features and benefits
they will receive.
RUN A TEST CAMPAIGN / NURTURE YOUR AUDIENCE

Progress
updates
Periodically follow up with progress
updates to ensure they don't forget about
the application and to reassure them that
development is progressing.
RUN A TEST CAMPAIGN / NURTURE YOUR AUDIENCE

Feature
Suggestions
Create a place where users can submit
ideas about what they want to see in the
application.
RUN A TEST CAMPAIGN / NURTURE YOUR AUDIENCE

Early Access
Offer early access for free to those on
your mailing list to encourage
engagement and build interest.
DEFINE YOUR MVP

Conclusion
1. Define success

2. Set your price

3. Build your landing page

4.Drive traffic

5. Nurture your audience

Give Your Big Market Research
Idea a Chance: User Research
Test for Success
MVP
I genuinely want to help, so email me
anytime to [email protected].
Testing