An overview of the process

For SaaS businesses that refuse to fail.

Do these ring a bell?

  • Free trials not converting as much as you want expect
  • You built a new product or feature only to realise that users didn’t fall in love with it
  • You have an above-average churn rate and you are not sure why
  • Having a team in confusion where opinions come and go?

These struggles are not unique, on the contrary, they are very common. Most products, unfortunately, are built based on intuition, not evidence and that’s why they fail.

Not supporting your product development with an evidence-based decision making process that works in a loop is pretty much like leaving millions of dollars on the table. Wanna do the math:

  • Cost of designing and coding a product or feature
  • + Cost of promoting it until you realise it’s not working
  • + Cost of reverting the decision by building something else
  • + Cost of opportunity for not building what users want
  • + Cost of time that was lost

Keep reading

You decided to start a SaaS business right in the middle of global transition where delivering an amazing product experience is not a nice-to-have. Openview partners named this era, ‘The rise of the user’. In just a few years:

  1. Paid ads are getting crazy expensive. According to Adstage, Facebook CPMs were 171% more expensive just in 2017.
  2. Product qualified leads are outranking Marketing qualified leads. Growth starts from the product, not outside of it.
  3. Companies like Trello and Slack experienced explosive growth by leveraging their products. The world is now product-led.

The process

My name is Aggelos and I am the CEO and Certified Growth Product manager. Originally a Marketer that quickly realised Product should be the heart of a tech business’ marketing.

Over the last 2 years, I have had the chance to work with numerous SaaS businesses on optimising their conversion funnels. My approach is simple and has user/customer research at its core.

The very basic idea behind my user research comes from the JBTD Framework (Jobs-to-be-done) which, among others, helps us understand the basic forces that encourage or discourage a purchase. (See photo below)

Forces of purchase_JBTD

So what I am doing during my interviews is trying to unpack these forces and communicate them to you so that you can optimise the experience you are giving to your users.

The benefits of my research for your business are multiple. While I am focusing more on your product experience, my end deliverable can also prove extremely useful to:

  1. Optimise your acquisition campaigns as my research reveals the thoughts and the forces that led your users start looking for a solution like yours.
  2. Improve your landing pages messaging as you can listen yourself how users explain the ideal solution, what problems they expect it to solve and how they structure and express their thoughts.
  3. Improve your content and branding as you will be able to empathize with your potential customers and build a brand and content that speaks directly to their hearts.

How it works

Audit

I ‘ll dive into your business to understand the biggest pains and challenges

Customer interviews

I ‘ll perform interviews with selected customer segments

Insights and optimisation

I ‘ll deliver the insights back to you or use them to optimise your funnel through an evidence-based optimisation loop.

What I Offer

Customer Interviews

I will design, execute and deliver a customer research project for you to identify the motivations behind your users' actions.

  • I will audit your product to identify the challenges and propose the research strategy I believe in
  • I will run 8-10 jobs-to-be-done switch interviews to find insights and motivations behind your users' actions
  • I will record the conversations and deliver them to you.
  • I will organise the insights and deliver a summary report with specific recommendations on how to optimise your conversion funnel

The research package costs: £1950

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Evidence-based optimisation

I will set up and run an evidence-based decision making loop with user research at its core. Equipped with that, I will optimise your activation and reduce your churn rate.

  • I will audit your conversion funnel to identify the leak
  • I will coordinate the fixes that are obvious and don't need experimentation
  • I will interview as many customers as needed to collect insights
  • I will organise and prioritise the insights so that they become experiments
  • I will manage the experimentation process

Pricing: Custom

Learn more

Who is this for

Our service is not for everybody but here are some typical examples of people that found our proposition helpful:

  • SaaS product founder that can't tackle low activation or/and high churn rate.
  • SaaS Product manager or Head of Growth that doesn't have the necessary time or specific expertise to run a research project.
  • UX Expert that wants to enrich her understanding about the customer in order to deliver a better product experience.

We also work with digital agencies that want to strengthen their offering.

Our method

  • Free taster
  • Internal Environment
  • External Environment
  • Customer Feedback

Before we engage into any working relationship, we need to know your version of your business' story so far: 1) What seems to be the problem, 2) what have you done so far, 3) which are the short-term and long-term goals and more. We will also offer you a quick evaluation of your Pricing strategy, your User Onboarding and we will measure your maturity to adopt a Product-led Growth approach.

Cost: Free

  • Audit
  • Actionable changes for quick wins
  • Scientific approach
  • Team training

During our 31-day engagement, we will dive into your product data and crash test your User Onboarding process. With the use of our frameworks and experience, we will identify what blocks your growth and create a full analysis of the changes you need to do ASAP. This analysis will consist of the mistakes you are doing, the optimisations needed, experiments worthy of being tested, in written form and custom-made videos. Finally, we will explain our findings and all the data that led us to them.

Cost: 5000 Gbp

  • Implementation
  • Outcome-based engagement
  • Subject to availability
  • For post-Product/Market fit companies

Subject to availability, we will continue our engagement to help your team implement the changes proposed during the Audit. We will act as your Interim VP of Product-led Growth to do the necessary changes in the way you work, the metrics you optimise for and your Go2market with the aim to transform your team into a Product-led feast.

Cost: TBD

Our method

Free taster

Internal Environment External Environment Customer Feedback

Before we engage into any working relationship, we need to know your version of your business' story so far: 1) What seems to be the problem, 2) what have you done so far, 3) which are the short-term and long-term goals and more. We will also offer you a quick evaluation of your Pricing strategy, your User Onboarding and we will measure your maturity to adopt a Product-led Growth approach

Cost: Free

Audit

Actionable changes for quick wins Scientific approach Team training

During our 31-day engagement, we will dive into your product data and crash test your User Onboarding process. With the use of our frameworks and experience, we will identify what blocks your growth and create a full analysis of the changes you need to do ASAP. This analysis will consist of the mistakes you are doing, the optimisations needed, experiments worthy of being tested, in written form and custom-made videos. Finally, we will explain our findings and all the data that led us to them.

Cost: £8000 (full package)

Implementation

Outcome-based engagement Subject to availability For post-Product/Market fit companies

Subject to availability, we will continue our engagement to help your team implement the changes proposed during the Audit. We will act as your Interim VP of Product-led Growth to do the necessary changes in the way you work, the metrics you optimise for and your Go2market with the aim to transform your team into a Product-led feast.

Cost: Custom