Eight Soul Tortures of Product Ideas

Original link: https://mrpm.cc/?p=1578

Last Updated on August 15, 2022 by mrpm

When you have a product idea, don’t rush to do user interviews or tests, you should first rely on these eight souls to torture, debate with yourself, and check whether your ideas are complete. It is more efficient to complete the idea first, and then conduct user interviews or validations.

These are the eight soul-searchings I often do with my own product ideas.

1. Is this idea much better than the current practice?

It is common that the new idea is only 5% or 10% better than the original method. Such a small margin can easily make users feel indifferent, cannot see the effect, cannot help marketing, and has limited help in retention. .

If you are a new startup, the product from 0 to 1 should be 10 times better than the existing one, and you have to be twice as good, and you will still be knocked down by the big company.

If you are doing functional optimization, then your optimized effect should be more than 50% better, otherwise it is easy to be offset by some factors, no effect can be seen, and the impact on the indicators is also very limited.

2. What side effects will this idea have and how to overcome it?

Every idea has side effects, and those who say they don’t just don’t think about it.

For example, I was a judge of a student competition before. They wanted to make a real-time LBS dating app. The team thought it was feasible, but they didn’t consider the possible side effects, that is, there would be weird boys who would physically follow girls. Location.

It is simple to think of ideas, and to think clearly about all the packages, only then can you prove that you are a qualified product manager.

3. What is the boundary case for this idea? How to solve it?

Will this idea encounter any extreme situations that make this idea self-defeating.

For example, if you want to make a food map APP, will you not have enough food attractions, most of which are concentrated in Taipei, when users arrive in New Taipei, this APP is very difficult to use.

If there is such a Boundary Case, how do you solve it?

4. Can users feel 100% value every time they use it?

When it comes to planning, it is in a perfect state, the scene is perfect, and the user is perfect, so the user can experience 100% of the value.

But the real situation is that reality is not so perfect. Satisfaction is dense. You may only be satisfied 5 times after using it 10 times. In fact, you only provide 50% of the value, and of course the price users are willing to pay is only 50%.

You have to think about why he is only satisfied 5 times, can you increase the density of satisfaction? What is the right way to do it?

5. Is the demand aimed at by the idea, high frequency or low frequency?

If you have an idea for a new product, but the demand for this product is low frequency and low gross margin, it is doomed to fail.

The higher the demand, the easier it will be to market.

If the demand is low frequency, then the user’s motivation must be enough, and the user will actively come to find it, and then the product has a high gross profit, so it is easy to achieve.

6. How much do users pay attention to the pain points or itching points you solve?

Don’t just stare at the pain points or itching points you want to solve, try to rank the ones you want to solve, what is the importance in the user’s mind?

Specifically, it is to try to understand, in the potential TA’s life, this pain point or itching point, and what is behind it.

7. Can your idea make users feel the value immediately?

Some functions or products cannot immediately feel the value after using the above (such as vitamins, the moment you eat it, you may not know whether it is effective or not), how to make him know that every time he uses it, he can quickly know that it is effective and satisfied Demand needs to be well designed.

8. Will users actively look for your ideas? How will he find you?

If you have an idea for a new product, stop thinking about needs, think about motivation.

Motivation will motivate users to actively look for solutions, and through users’ active search, marketing will be much easier.

When defining a TA, defining it with motivation will allow you to define a target market that is much more realistic and feasible.

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