Is there a difference between creating a product for a consumer and for a business? Obviously there is, although product management in b2b is very similar to b2c, there are also user problems and experiences, hypotheses and requirements, goals and metrics. But there is also an important difference - in b2b, different people can often make decisions about buying a product and use it.
Therefore, on the one hand, the time and costs for starting to use the product by businesses are much higher than in the consumer market. On the other hand, it is much more difficult for companies to abandon an already used product than for individual users. In addition, the incoming traffic in b2b and b2c segments is significantly different: in the second it is usually much higher.
I am the Group Product Manager of iDeals, which creates a b2b product - virtual data rooms (VDR). In this article, I'll tell you in detail how we built the product process and what we do at each stage.
For what
Product process:
reduces subjectivity in decision making by product managers,
makes it easier to understand what needs to be done and at what point in time,
adds transparency both inside and outside of product teams for related divisions.
Leaders and members of other teams (for example, support or sales) can come in at any time and understand what stage this or that idea is at, as well as what its priority is.
Product process
Each step of the product process is named according to the state or what is happening with the idea / hypothesis. For ease of tracking all existing ideas, we use something similar to a Kanban board , where the name of each column is the stage of the same name.
Idea
It all starts with an idea that can be obtained from completely different sources, for example from:
market and competitor analysis;
qualitative research of users and clients (interviews, polls, etc.);
quantitative research of users and customers (Heap, Bigquery, Google analytics, etc.);
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Yes, in b2b, the buyer and the user are often not the same person, but regular feedback from those who use your solution will help you come up with new ideas and hypothesize. You also test your assumptions, prioritize, and focus on what's important to your audience.
How does the product process work in your company? Share in the comments!
PS Thanks to Dmitry Koval for his help in preparing this article.