Focus on the correct metrics over features
Grow is a phase focused on sustainability. Rather than pursuing growth at all costs, we continue to serve your niche extremely well. We regularly assess whether we are hitting your success metrics while also introducing more mature tech processes. We finish with a solid strategy for the future. The main activities are outlined below.
1. Focus on your niche and think tactically about how to grow your business
Most businesses fail because they lose sight of why they started in the first place. They become greedy and stretch themselves too far before it all comes crashing down. We’re don’t let this happen as we continue to focus on your niche. We actually obsess over it and constantly look for ways to increase the value we are offering.
Tactical thinking is important because growing your business doesn’t have to mean growing your products capabilities. There is a lot of value to be had in keeping your product simple. New capabilities should be reviewed in depth before making a commitment. The last thing you want to have at this stage is feature bloat.
2. Adapt your product releases to focus on achieving success metrics
Up until this point we’ve been building out your product but the pressure to do that now is less given we have a substantial offering. Complexity and risk still hold weight in our decision making but your success metrics are the deciding factor. Each release now focuses on contributing to those metrics.
Success varies from business to business so there is no one size fits all model to apply. We work back from your key metrics to define a goal for each release. Once we have this we then highlight the product areas that can have a positive contribution. It’s then time to come together as a team to consider ways in which we can optimise these components.
We are mindful that some metrics will be leading while others are lagging. We consider this when tracking the performance of each release so that we don’t make any rash decisions.
3. Continually measure user value to ensure you’re building sustainably
As with every phase it’s important to stay close to your users. It gets a lot more difficult to get out and speak with the majority of your users as we grow. The good news is that we use a variety of methods to help collect feedback. Some of our favourites include: user satisfaction scores (CSAT), net promoter scores (NPS) and user effort scores (CES).
Alongside these quick feedback tools we also use surveys. We keep them short and let the user know what to expect upfront. Failure to do this will skew results to highly negative or positive experiences as these users are the most likely to spend time sharing the experience. These perspectives are insightful but they are also narrow. There is a raft of users along the spectrum so it’s imperative we speak with all of them for a holistic view.
As well as speaking to users we also monitor social media through tools such as Brand24. Keeping an eye on things gone wrong is also another great way to ensure sustainability as we scale.
4. Introduce chaos engineering to build confidence in your product’s capability
Quality is built in throughout the build process through our coding standards, modern technologies and automation techniques. However these aren’t enough to prevent worst case scenarios. With an increasing number of users becoming dependent on your platform now is the time to prepare for these unlikely but potentially devastating situations.
We introduce chaos engineering to our development process to help with proactive and reactive measures. Setting aside time for these activities is imperative as we never know when they might strike. A simulation is the perfect way to respond to these threats whilst building confidence in your product. Any items that fail to instil confidence are acted upon immediately.
5. Outline the team required to fulfil your vision as your product scales
With a set of engaged and delighted users as well as confidence in your product to handle a range of scenarios it’s time to start planning ahead. We revisit your product vision and roadmap to see what lies on the horizon. We then take time to consider if these are still the correct path to follow and update them as required.
There are many things we take into consideration as your product scales and the likelihood is that you are going to need new and/or additional roles within your team. We help to ensure you identify both threats and opportunities. We then work closely with you to ensure you maximise both of them whilst also ensuring your team culture remains in tact. With a plan a place for the future we help you transition to a fully in house team over the coming months. Or, should you wish to continue working with us we are more than happy to find a solution.
Find out more about our previous work here.