Product prioritization is the artwork of selecting the best options to develop, within the right order on the opportune time. It balances the significance of options alongside their complexity and the tip worth they are going to ship. The principle thought of prioritization in Product Administration is to maximise enterprise outcomes with the obtainable assets. Product prioritization will not be restricted to solely CPO roles. It could possibly be additionally lined by Product Advertising and marketing, Product Design, or engineering groups.
Whereas working as the Head of Advertising and marketing at a high-growth no-code startup, I led Product Advertising and marketing and oversaw Product Administration capabilities. Each of the capabilities have been extremely linked with testing product hypotheses for our web site, customers’ and builders’ onboarding, and the product itself. In complete, we examined greater than 50 product concepts and elevated funnel conversion virtually 6x instances throughout all phases of the shopper journey. Ruthless prioritization was the important thing to my crew’s success.
Prioritization as a startup superpower
There are tons of of incorporates a startup may need to construct. In addition to tons of of UI enhancements to tweak, hundreds of thousands of selling concepts to check, and dozens of progress ways to strive. Which of these concepts would transfer the needle in your startup? And which might take quite a lot of time and convey mediocre traction?
Excessive-growth startups function within the ocean of chaos and uncertainty. So well-thought-out prioritization of each exercise is the one technique to drive progress for startups with a restricted time, consideration, and price range. Whereas this information is only targeted on product prioritization, you should utilize the identical frameworks for advertising, progress, and design speculation.
As Lenny Rachitsky from Airbnb as soon as wrote, “dangerous prioritization is a wonderful technique to kill your startup”. Don’t let it occur.
Characteristic prioritization at startups — Why it’s so arduous
Profitable firms begin with the merchandise individuals love. Nonetheless, selecting the best options to develop is tough for therefore many causes, particularly for startups. I’ve been working inside startups for the final 10 years and Product Improvement has by no means been straightforward. So let’s speak about typical issues startups have when attempting to determine what to construct: restricted assets, excessive likelihood to be biased, not sufficient information, lack of alignment and absence of Product Technique.
Restricted assets
Startup founders don’t have the posh of calmly constructing plenty of small options, hoping that a few of them will enhance the product. Neither have they got an opportunity to wager on one enormous characteristic and threat one yr of growth. Startups ought to deal with the “pain-killer” options which can carry the “AHA second” nearer and improve utilization metrics. If this doesn’t occur, the startup will run out of cash whereas the product can be ineffective. The much less funding a startup has, the less errors (iterations) it might afford to make when constructing an MVP or determining Product-Market Match.
Excessive likelihood of bias
If you happen to learn The Mother Check e book, you most likely know that folks will lie about their expertise along with your product to make you’re feeling comfy. Startup founders are typically very biased in the direction of options they consider in, particularly when “high-potential” customers bathe the product with compliments. Which means product prioritization could be influenced by biased opinions, having “nice-to-have” options on the high of the checklist. Most startup founders have their very own imaginative and prescient and “Product Instinct”, generally it really works however not at all times.
Not sufficient information
Startups may not have sufficient information to prioritize one characteristic over one other, each from the impression or issue to construct perspective. Typically having somebody who can collect and interpret information is a problem for startups. Even within the PM & PMM world, having a robust data-driven crew is extra usually a dream relatively than a present actuality.
Lack of alignment
When a startup tries to maneuver on the pace of sunshine, that motion could possibly be in all method of instructions. Totally different groups may have various opinions as to what’s “necessary”. Product prioritization turns into a struggle between what brings Product-Led Development, extra leads, larger Internet Promoter Rating, higher Consumer Expertise, larger retention, or decrease churn. Lack of alignment will not be the final concern startups face when prioritizing options.
Absence of Product Technique
Typically startups get too obsessive about constructing what rivals have relatively than what their customers want. In different instances, a Product Technique with a transparent roadmap doesn’t exist in any respect, so options will fill pressing wants relatively than assist obtain strategic targets.
Characteristic prioritization frameworks
Regardless of all difficulties with characteristic prioritization, you will get it proper utilizing one of many common frameworks. Contemplate them a technique to construction your pondering course of, preserve focus and keep heading in the right direction. The job of the Product Proprietor main this course of is to choose the correct framework for the startup’s wants.
Because of my expertise with these frameworks, I will share some sensible and attention-grabbing use instances from my time at WeLoveNoCode, each from Product and Advertising and marketing views. Clearly, we didn’t use all of them on the similar time however examined how these prioritization frameworks will swimsuit us:
1. RICE Technique
2. Influence–Effort Matrix
3. Feasibility, Desirability, and Viability Scorecard
4. Weighted Scoring Prioritization
5. MoSCoW Evaluation
6. Price of Delay
RICE Technique
Let’s begin our deep dive into prioritization with a framework developed by the Intercom crew. It charges each characteristic, speculation, or thought based mostly on 4 components — Attain, Influence, Confidence, and Effort. As a Product Proprietor in a startup, you’ll take into consideration every issue from a really pragmatic perspective:
- Attain
It’s best to take into consideration what number of customers the characteristic may impression in a selected timeframe. For instance, the variety of new engaged b2b clients you may achieve if you happen to launch this characteristic. Or the quantity of recent no-code builders who can begin working through our market, if we implement a brand new builders’ onboarding. It’s regular to place estimates right here. - Influence
How necessary will this characteristic be for customers? Even when the characteristic has a small attain however helps resolve the large downside of the high-LTV shoppers, then its Influence could be excessive. Your crew ought to have the ability to empathize with the purchasers’ pains to appropriately consider impression. - Confidence
Can this product thought carry important attain and impression? The Confidence issue comes from 0 to 100% the place 100% is a complete confidence, and 0% is an entire insecurity. Product House owners in startups are evaluating chances. So when my crew works on a brand new speculation, we go away ourselves area to be improper and it’s completely fantastic. - Effort
When your assets are very restricted, the time it takes to develop options is important. Finally, it comes right down to the complexity of the characteristic and measurement of your tech crew. So the Effort issue is scored as “the required variety of individuals per 30 days” worth. The decrease, the higher.
Often, the Product Proprietor will rating all options within the spreadsheet like this based mostly on the Attain, Influence, Confidence, and Effort. Then focus on scoring with the crew. All scores go into the components. The primary three components are multiplied collectively after which this complete is split by “Effort” to offer a ultimate rating for every characteristic. Product concepts with the largest rating go into the event backlog.
After we used RICE for WeLoveNoCode builders’ onboarding, we had a speculation that if we lower steps in builders’ onboarding from 4 to 2 it’ll improve the variety of builders’ registrations.
Let’s say that the Attain for us was round 3,000 new devs/per 30 days. The Influence was huge, with a rating of three. Our sign-up kind abandonment charge was 66%! The Confidence was 90%, as we had information on how related modifications influenced clients’ onboarding, on high of suggestions from builders.
The Effort was low, as we had a robust Bubble developer to construct it. On the finish of prioritizing all product hypotheses, this one had the very best rating and went into growth first. The RICE framework is appropriate for some instances but additionally has some downsides:
- Execs of utilizing this framework
Its spreadsheet format and data-base strategy are superior for data-focused groups. This methodology additionally filters out guesswork and the “loudest voice” issue due to the arrogance metric. Sometimes, we examined 10-15 product hypotheses per week at WeLoveNoCode, so having a spreadsheet format is definitely superb.
- Cons of utilizing this framework
The RICE format may be arduous to digest in case your startup crew consists primarily of visible thinkers. If you transfer quick, it’s important to make use of a format that everybody will discover comfy. Typically it’s a prioritization for 30+ doable options for advanced merchandise, let’s say a brand new animation editor. So it turns into an extended spreadsheet to digest.
Influence–Effort Matrix
In case your crew is stuffed with visible thinkers, the impression–effort matrix will swimsuit you. This 2-D matrix plots the “worth” (impression) of a characteristic to the consumer vs the complexity of growth, in any other case often called the “effort”. When utilizing the impression–effort matrix, the Product Proprietor firstly provides all options, or product hypotheses. Then the crew who executes on these product hypotheses votes on the place to put the options on the impression and energy dimensions. So each the whole lot goes into one in all 4 quadrants:
- Fast wins
Low effort and excessive impression are options or concepts that may carry progress. For WeLoveNoCode, fast wins have been optimization of touchdown pages’ design/content material for Google Advertisements campaigns. This considerably boosted advert efficiency, introduced us extra leads and made the expertise higher for these pages. Whereas it was a speculation in between paid and Product Advertising and marketing, it labored very effectively and required simply minor modifications on our Tilda web sites. - Huge bets
Excessive effort however excessive impression. These have the potential to make an enormous distinction however should be effectively deliberate. In case your speculation fails right here, you simply waste quite a lot of growth time. As another real-life instance, our massive wager was redesigning shoppers’ dashboard and making a funnel to steer customers to purchase trials with out calls with gross sales managers. Consider it as designing a self-serve mannequin for a sales-led product. In consequence, throughout the first week we carried out it, we achieved 4 trials (with the potential of a $4000 month-to-month subscription) per week with out gross sales touches. - Fill-ins
Low worth but additionally low effort. Fill-ins may not take a lot time however can solely be justified if different extra necessary duties are full. It’s not “quick wins” however relatively backlog gadgets that you simply may need to construct. As fill-ins, we redesigned the animation on our touchdown web page header. It didn’t have a excessive impression and didn’t take time, as we made animations quite simple and proper in Tilda. On the similar time, it seemed extra according to the remainder of the touchdown web page design.
- Cash pit
Low worth and excessive effort. These are the options that may kill a startup if time is wasted on them. In 2015 I used to be engaged on my startup referred to as Flawless App. Again then we spent 12 months constructing a fully-functional MVP with three plugins, an online model, and a web site. Too many options, not sufficient analysis, and no prioritization resulted within the failure of the primary model. Finally, we constructed options which customers needed, getting 17,000+ designers & builders from massive firms to make use of our merchandise. In a while Flawless App was acquired by Summary, so my startup story had a cheerful ending.
Influence–effort matrix can stay inside your crew’s Miro or Mural board. This strategy is good when you have got many contributors and wish to decide on between a number of key options/product concepts. Like every other framework, the impression–effort matrix has its execs and cons:
- Execs of utilizing impression–effort matrix
It permits fast prioritization and works effectively when the variety of options is small. It is rather visible, ideally suited for design-led firms. Additionally, it may be shared throughout the entire startup crew, because it’s straightforward to grasp from the primary look.
- Cons of utilizing impression–effort matrix
It doesn’t work effectively when you have got quite a lot of options, concepts, and gadgets to debate. It’s arduous to visually prioritize many concepts with a excessive degree of accuracy. For instance, if two product hypotheses are “fast wins”, which ought to go first? Additionally, generally “fill-ins” take far more time and assets than anticipated and create lack of focus, which could be very harmful for startups.
Feasibility, Desirability, and Viability scorecard
Developed by IDEO within the early 2000s, this scorecard takes three core standards — feasibility, desirability, and viability. It scores every criterion for each characteristic and takes a complete to determine on the precedence. Scoring work from 1 to 10. Based mostly on my expertise, it’s a great framework for evaluating high-level options for future merchandise (but it surely’s not purely for PM). We used it throughout dialogue at my startup Flawless App. Listed below are what each dimension means:
- Feasibility
Can we construct this characteristic with abilities and assets obtainable? Is it doable to make this explicit product speculation quick and with out hiring additional individuals? Do you have got an obtainable tech stack/instruments/cloud storage to do it? - Desirability
Does this resolve the ache for the purchasers? Do they really need this characteristic? Will they be able to pay for it? - Viability
Will customers really pay for it and the way a lot? Is it value investing in it (ROI)? Is there any unit financial system behind this characteristic?
Utilizing this framework, your crew creates a spreadsheet with product options and places a rating for every parameter. One other means to make use of this framework is to guage MVP concepts for feasibility, desirability, and viability through a crew dialogue. Concepts which have probably the most help from the crew on these parameters can go proper into the design dash. Use the related individuals to assist the evaluating, for instance, builders to have a look at feasibility or Product Advertising and marketing Managers to debate desirability. This scorecard is fairly easy with clear execs and cons:
- Execs of utilizing a feasibility, desirability, and viability scorecard
It’s versatile and could be personalized to work for the precise necessities of the startup. For instance, feasibility, desirability, and viability scorecards can be utilized for evaluating advertising initiatives, hypotheses for buyer success groups, or MVP ideas. As some startups don’t work effectively with inflexible frameworks, this mannequin generally is a good choice.
- Cons of utilizing a feasibility, desirability, and viability scorecard
This strategy depends loads on information of what the shopper needs and the way advanced new options are. That’s not at all times information {that a} startup has. Additionally, it’s extra appropriate for a workshop, or dialogue on the manager degree. For Product Advertising and marketing or Product Administration groups, it’s not a day-to-day device (I could also be biased, so be at liberty to share your opinions right here).
Weighted Scoring Prioritization
This methodology follows the same sample to different frameworks on this checklist however with the numerous addition of weighting how a lot of every class counts in the direction of the ultimate complete.
The method begins by choosing the standards/classes you’ll be utilizing to charge the options. For instance, you may choose “consumer expertise”, “gross sales worth”, “strategic impression”, “consumer adoption” or any of the Acquisition, Activation, Retention, Referral, Income (AARRR) metrics if you wish to deal with consumer conduct.
Subsequent, it’s good to determine what significance you give to every class, including a proportion worth to every criterion (as much as 100%). For instance, throughout the early phases, you may deal with consumer expertise to make an MVP usable, or if in case you have a product with a Product-Market Fit your needs may have to suppose extra about retention. Every characteristic may have a rating on these classes, from 1 (min impression) – 100 (max impression). Then now you can calculate the ultimate rating for every characteristic.
This methodology has the potential to be very helpful within the startup the place you may customise the weighting to suit the altering priorities of the enterprise:
- Execs of utilizing weighted scoring prioritization
The framework is customizable, whereas many others on this checklist are extra inflexible of their implementation. This lets you make the most of the framework over an extended time period by altering the emphasis to suit the place you might be in your journey.
- Cons of utilizing weighted scoring prioritization
Typically the weighting percentages could be arduous to place. If you happen to’re a founder who can perceive how every characteristic will affect consumer adoption throughout the entire product ecosystem, then it’d work. Nonetheless, PMMs & PMs may not at all times have such a “bird-eye” view in a startup.
MoSCoW evaluation
It is a common framework throughout the agile world that speaks the easy language of how you’ll describe the characteristic to a pal. In line with MoSCoW, all of the options go into one in all 4 classes:
- Should Have
These are the options that may make or break the product. With out them, the consumer will be unable to get worth from the product or gained’t have the ability to use it. The “must-have” options are the the explanation why customers pays in your product. For collaboration-based merchandise these are the power to ask team-members to the workspace/mission and work collectively. - Ought to Have
These are necessary options however not very important to have instantly. Consider them as your “second priorities”. It could possibly be enhanced choices to collaborate higher on some typical use-cases. It could possibly be collaboration templates, much like Miro Templates Library or Airtable Templates. - May Have
Typically seen as good to have gadgets, not important however could be welcomed. One thing much like “vitamin” options however not “ache killers”. That may be integrations and extensions, including your product to the standard customers’ workflow. - Will Not Have
These are options or product hypotheses that aren’t required and ought to be dropped. It’s much like the “cash pit” within the impression–effort matrix framework.
The MoSCoW framework can be utilized in a Miro board, so your crew can prioritize options visually there. It may be a good selection firstly when it’s good to outline options to incorporate.
- Execs of utilizing this framework
That is ideally suited when on the lookout for a simplified strategy that may contain the much less technical members of the corporate and one that may simply categorize crucial options.
- Cons of utilizing this framework
It’s tough to set the appropriate variety of must-have options. Your Product Backlog can have an excessive amount of must-have options which places strain on the event crew.
Price of Delay
Distinctive on this checklist, as this framework focuses solely on the financial worth because the measurement. The framework is designed to calculate the associated fee to the startup of not producing the characteristic instantly. It’s comparatively easy to grasp, though the calculation itself does require important thought out of your groups. The calculation is as follows:
- Estimated income per unit of time, for instance, how a lot could possibly be billed over a month interval if the characteristic existed.
- Estimated time it’ll take to finish the event of the characteristic.
- Divide the estimated income by the estimated time to offer you the price of delay.
Let’s speak about another instance. WeLoveNoCode had a gross sales funnel when the consumer jumps on the decision with the no-code skilled earlier than beginning the trial. One of many advertising targets was to steer MQLs to the decision. By rising the variety of calls, we improve the variety of offers. So the whole lot that slows down this course of prices us income. After we have been prioritizing a brand new set of product hypotheses based mostly on the Price of Delay framework, we had one clear “winner”. This was a speculation about lowering the quantity of friction throughout reserving the decision buyer journey. One level of friction was an extended gross sales screening questionnaire inside reserving a name software program (Calendly). We estimated the Price of Delay within the misplaced offers alternatives.
It is a good framework when a startup is concentrated on working by a characteristic checklist relatively than constructing an preliminary MVP:
- Execs of utilizing this framework
You’ll be able to immediately calculate the worth of manufacturing a characteristic, so it’s a extremely efficient means of prioritizing characteristic backlogs. It’s also helpful in serving to crew members perceive the worth of options they won’t have appreciated.
- Cons of utilizing this framework
For startups and not using a secure enterprise mannequin, the income estimate could be very a lot based mostly on a intestine really feel and in consequence, can usually contain inside arguments in regards to the ultimate determine.
Prioritization inside a startup is (sensible) guesswork
Prioritization in a startup is about laser deal with issues that matter probably the most. You want a framework in place that ensures you might be constructing the appropriate options, selecting the best speculation to check, operating a promising advertising marketing campaign, and designing necessary consumer interfaces.
Nonetheless, it’s nonetheless sensible guesswork. The choices it’s good to make may have a component of intuition as effectively. So it’s good to be agile in your strategy. Belief your self, take heed to customers, and don’t be afraid to vary priorities if wanted.
