# HackMD for non-geeks <!-- Put the link to this slide here so people can follow --> --- ## What are non-geeks and do they even know what markdown is? --- ## Why pivot? --- ### Reasons to pivot - Users are 'hacking' your product :star-struck: - Growth is stagnating: market captured - Growth is stagnating: no PMF - See external opportunity --- ## What is the long term strategy? --- ### New market strategy 1. The core of HackMD 2. Customer Insights 3. External analysis 4. Test assumptions 5. GTM --- # Core of HackMD --- - ### Easy to use Markdown - ### Fast real-time collaboration <!-- Make a note about the competitors or add a slide --> --- <!-- img -->  --- ## What do the users think? ---  --- <!-- firstSheet -->  --- <!-- SecondSheet -->  ---  --- ## Potential pivots: exploring the (non-geek) market 1. Customer insights 2. External analysis 3. Competitor analysis --- <!-- Wall -->  --- | | | | ---- | ---- | ||  | --- ## Better strategy: use customer insights Finding the "hacks" in HackMD --- ### Optimal methods for Customer Insights * Customer Interviews * Analytics, heatmaps, screen recordings * Customer base analysis (incl. metrics as retention rates, usage, growth rate, etc.) ---- ## My customer insights ProductHunt, StackShare.io, and Google --- ## Conclusion: more academic users than expected Are scholars & students non-geeks ? :thinking_face: --- ### Next step: dive deeper internally * Professors, students, administrators? * CS, math departments only? * What do they love about it? * What do they use it for? * What problem is it solving? --- ### Hunch: note taking in class room for students - Important to have fast collaboration - Important that it easy to focus --- ## Potential roadblocks: * Students have no money * Students don't want to use Markdown * Other features are more important than speed --- ## Strategy: B2B + B2C * Freemium for students * Probe then to request full access * Go then on to sell it to institutions --- ### Next: problem validation - Is the problem urgent, big? - How are people solving it now? - What don't they love about the current solution? --- ### External validation * Reddit, Quora, Facebook groups * Or other (online) communities * Competitor analysis * Are they serving the same need? * Same target? * What is lacking (product reviews)? * What's their USP, GTM, pricing model? ---- ### Internal validation * Test assumptions (e.g. is markdown an issue?) * Find a "design partner" & do customer interviews --> Validate the idea before GTM --- ### Customer Value Proposition: <!-- Make this into image -->  --- ### Summary so far: * The core of HackMD * Easy to use * Fast collaboration * Customer Insights * Academia * External analysis * Student note taking * Current solutions not sufficient --- ## GTM 1. Grow end-user base 2. Convert to paying customers 3. Maximize revenue 4. Grow & expand --- ## Experiment, fail, repeat --- ## 1. Grow end-user base :star: Virality factor :star: "Request full access" ---- #### 1. Grow end-user base Strategy: PGL & integrate network effects => More users = more value ---- #### 1. Grow end-user base * Sponsoring tutor organizations * Create summary scoreboard * Prompt teachers to use it in workgroups * Sponsor hackathons & events :star: retention rate ---- #### 1. Grow end-users: analyze * Difference in demographics? * What are they using it for the most? ---- What is going on? --- ## 2. Convert to paying customer :warning: No expert in selling to academic institutions :warning: ---- #### 2. Convert to paying customer Pricing model: - Per usage - Per active user - Unlimited access --- ## 3. Maximize revenue Conclusion: tweak product to maximize revenue :star: depeding on revenue model --- #### 3. Maximize revenue Active users: - :star: virality effects - Pop-up during lectures: "Bored? Send a sticker to your classmate" --- #### 3. Maximize revenue Usage: - Boost note taking - Add features that incentivize teachers to use it for assignments (e.g. quiz function) --- ## 4. Grow & expand * Copy & repeat process * Create incentives for cross-organization usage * E.g. note-taking challenges --- ## Optimize Flywheel  --- ### Summary * 1. The core of HackMD * Easy to use * Fast collaboration * 2. Customer Insights * Academia * 3. External analysis * Student note taking * Current solutins not sufficient * 4. Test assumptions & tweak branding * 5. GTM: PGL strategy * Get end-user base * Convert to paying customer * Maximize revenue * Grow & expand ---- Disclaimers? Things yet missing, underdeveloped: * all possible marketing distribution channels * including use of organic + paid reach * extensive market analysis * competitors * growth rates * trends * academia ecosystem * buyer persona * decision makers ---