Comments on: 006. Build a SaaStastic Business http://www.startupblender.com/posts/006-build-a-saastastic-business Startup Blender is a blog about starting and building new companies, plus random thoughts on entrepreneurs, tech, life, etc. Thu, 06 May 2010 22:58:32 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Michael Leppitsch http://www.startupblender.com/posts/006-build-a-saastastic-business/comment-page-1#comment-15 Michael Leppitsch Thu, 28 Jan 2010 23:36:45 +0000 http://www.startupblender.com/?p=60#comment-15 This essay resonates with my experience. I helped launch ASP (the old term for SaaS) companies, and divisions within companies that served very dynamic functionality through application services to their business units. You discuss the product as the primary portal through which to deepen the customer relationship, which is critical. Most practicioners do see this as a mostly one-way communication channel to deliver marketing messages. <br><br>What is more challenging is getting a two-way dialog going, capturing user behavior and perception of value. In my experience, there is nothing more valuable than sending a product management / business analyst type to the customer and watching them use the product, and talking with them about what is happening in their business. Even there, the product manager MUST keep their ego in check and refrain from turning it into a training session. When visiting customers in this fly-on-the-wall role, I've established a mantra for myself of "shut up and listen, and only ask questions." <br><br>Technology is now capable of tracking user and mouse actions to reveal usability issues and patterns, and statistical analysis of transactions does reveal important improvements for the product. However, there is no substitute (yet) for the human relationship to understand true purpose, key business drivers, and potential break-through innovations. This essay resonates with my experience. I helped launch ASP (the old term for SaaS) companies, and divisions within companies that served very dynamic functionality through application services to their business units. You discuss the product as the primary portal through which to deepen the customer relationship, which is critical. Most practicioners do see this as a mostly one-way communication channel to deliver marketing messages.

What is more challenging is getting a two-way dialog going, capturing user behavior and perception of value. In my experience, there is nothing more valuable than sending a product management / business analyst type to the customer and watching them use the product, and talking with them about what is happening in their business. Even there, the product manager MUST keep their ego in check and refrain from turning it into a training session. When visiting customers in this fly-on-the-wall role, I've established a mantra for myself of “shut up and listen, and only ask questions.”

Technology is now capable of tracking user and mouse actions to reveal usability issues and patterns, and statistical analysis of transactions does reveal important improvements for the product. However, there is no substitute (yet) for the human relationship to understand true purpose, key business drivers, and potential break-through innovations.

]]> By: On leaving California, Adobe and What’s Next « jonwall.org http://www.startupblender.com/posts/006-build-a-saastastic-business/comment-page-1#comment-8 On leaving California, Adobe and What’s Next « jonwall.org Sun, 20 Dec 2009 23:41:07 +0000 http://www.startupblender.com/?p=60#comment-8 [...] slew of new challenges. Adam Berrey, who I worked with at Allaire and Macromedia, recently had a great post on this. Secondly, Bullhorn is creating software for an industry that really cares about the [...] [...] slew of new challenges. Adam Berrey, who I worked with at Allaire and Macromedia, recently had a great post on this. Secondly, Bullhorn is creating software for an industry that really cares about the [...]

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