Get Your First Customers Early Before You Even Launch Your Product
Your product is finally ready. You have invested your precious time, money and resources into building it. The product needs to do well in the real world, otherwise it would all be for nothing. You need to have a set of people interested in your product before it goes out, people who have a need for it, who will use it, and give feedback on how things can be improved before it finally goes to the market.
We believe that product’s development and distribution goes hand-in-hand, because without either one, the other would be moot. I mean, what is the point of having a product if nobody cares about it? There’s a lot of ways you can create a name for yourself. We call it traction, which in simple words is the action of drawing or pulling people towards your product. It is evidence of customer demand. It is a sign that your company is taking off. It is growth.
Generating traction can be tricky. Each traction channel has a common end goal, which is to drive traffic. The only hurdle here is to pick out the right combination of channels to suit your requirements, which takes constant experimentation and testing. Since there are a lot of different channels which can be used, people often end up getting confused because there’s no right way to do it. It’s an iterative process, i.e., it needs to be rethought and redone after a certain period of time. Do remember, that how you distribute your product would change as you pace through the different phases of your development process.
Some things, such as picking out the target audience for your product, doing market research on them etc. remain a common ground. As we already know that traction is an iterative process, these would need to be updated every time the traction is repeated for the product, since updated data might have an impact on the results. Constant experimentation and testing are key. Once you have the capability to reach a wider audience, the customers interested in your product would start rolling in as well.
Does that mean this process is ‘Hit and Trial’? Absolutely not. There are empirical models that one needs to fit to their businesses and then allow data to improve these models. Each company that has succeeded in traction has had a well-designed traction measurement model on a well thought out assembly line from Idea to Scale.