All over the internet, we see employees meeting on digital conference tools, customers starting conversations about their products on social media (versus right in the stores), and companies converting their offline activities into digital ones.
So many adjustments, it’s hard to figure where growth fits in. So let’s talk about that. What most don’t realise is that product development is the most vital element of growth (hacking), beating marketing and sales. No product-market fit, no business.
Now, how can you adjust your product to optimise product-market fit and comply with social distancing regulations? The answer is rapid experimentation: run small, quick tests to see how product modifications can meet customers’ needs. Let’s go through some examples.
1. Transform offline workshops into video conferences
The Impact Hub, a global co-working space that caters social enterprises, uses its online member platform to run all programmes, member communication, and networking. With thousands of members worldwide all connecting via this digital tool, the Impact Hub is still effectively meeting the needs of their members.
There are many tools out there that facilitate this transformation.
- Video conference tools such as Zoom, Skype, Microsoft Teams, GoToMeeting, Slack, and Join.Me. Each tool has its own features that could meet your organisations’ needs. This article outlines the pros and cons best
- Make meetings and webinars interactive with live polls via Mentimeter
- Online project management tools such as Asana, Teamleader, Monday, and Trello. This article sums them up nicely
- Online real-time document coauthoring tools such as Google Drive (Sheets, Slides, Doc), Dropbox and OneDrive
2. Digitally simulate a product demonstration
- If you sell physical products, create up-close, slow-motion videos where you play with backgrounds and lighting and post them on Instagram. Feel the product, play with it.
- Give a product demonstration starting with taking it out of the box, using it and reviewing it. Of course, it’s better to have a customer do this that you.
- If you sell services, show how you are still in business during this time. What are your daily activities, and how are clients still benefiting from your service?
3. Indicate how your enterprise stays safe
- It’s crucial to indicate how your operations are adjusted to meet current government regulations. Show how you work safely on top of your homepage. This includes safe delivery options, an adjusted supply chain, and working from home methods.
- This is an opportunity to engage with your clients: ask them on social media and possibly via your website comment section what they need from your products/services so they can still use them during this time.
Make sure you track how each of the above experiments is doing. See if there are changes in your social media engagement, website visitors and duration and call-to-action conversions. Adjust where needed.