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What to do if your product isn’t growing

As a founder, product lead at bizkonet.com , and PM for a couple of products at Google, as well as a growth partner for Initialized Capital, I’ve seen many product teams struggle to grow. Many products start with a bang. Some find product-market fit with sustained growth. A few have gone through spurts of hyper-growth. But more often than not, I’ve seen most of them linger then fizzle.

“Founders launch their product, wonder why it isn’t growing like gangbusters, and then immediately try to fix their growth problem.”

They turn to growth tactics like optimizing their on-boarding funnel, SEO, or push notifications before really understanding what they are building and who they are building for. This may create an initial burst of short-term growth.

But it ultimately leads to high churn of your possible customers, while ignoring problems in the core product.
Before trying different growth tactics like throwing spaghetti at a wall, startups need to take a fresh look at their users, evaluate their product end goals, and re-define the journey they want their users to take to get there. Here are some tips that can help define a path that will clarify the different steps needed to unlock product growth.

If your product isn’t experiencing the growth you anticipated, it’s crucial to assess the situation and take strategic steps to address the challenges. Here are some actionable steps you can consider:

  1. Understand Your Metrics:

    • Analyze key performance indicators (KPIs) to understand where the slowdown is occurring. This might include user acquisition, conversion rates, customer retention, or revenue metrics.
  2. User Feedback and Surveys:

    • Gather feedback from existing users to identify pain points, areas for improvement, and reasons for not using the product more frequently. Conduct surveys or interviews to gain deeper insights into user needs and expectations.
  3. Competitor Analysis:

    • Examine competitors in your market. Identify what they are doing well and areas where you can differentiate your product. Learn from their successes and failures.
  4. Iterate and Improve:

    • Based on user feedback and performance metrics, iterate on your product. This could involve improving features, enhancing user experience, or addressing identified issues. Regularly release updates to keep the product fresh.
  5. Reevaluate Target Audience:

    • Reassess your target audience. Are you effectively reaching the right demographic? Adjust your marketing and communication strategies to better resonate with your ideal customers.
  6. Marketing and Promotion:

    • Reevaluate your marketing efforts. Ensure that your value proposition is clear, and your marketing channels are effectively reaching your target audience. Experiment with different marketing strategies to see what resonates best.
  7. Partnerships and Collaborations:

    • Explore partnerships or collaborations with other businesses that complement your product. This can expand your reach and introduce your product to new audiences.
  8. Pricing Strategy:

    • Reassess your pricing strategy. If the product is not gaining traction, consider whether the pricing aligns with the perceived value and expectations of your target market. You may need to adjust your pricing model.
  9. Customer Retention:

    • Focus on customer retention strategies. It’s often more cost-effective to retain existing customers than acquire new ones. Offer loyalty programs, exclusive content, or other incentives to keep customers engaged.
  10. Expand Features or Offerings:

    • Consider expanding your product’s features or introducing complementary offerings. This can attract new users and provide additional value to existing ones.
  11. Data-Driven Decisions:

    • Make decisions based on data. Use analytics tools to track user behavior, conversion funnels, and other relevant metrics. Data-driven insights can guide strategic decisions.
  12. Seek Expert Advice:

    • Consult with industry experts, mentors, or advisors. They can provide valuable perspectives, identify blind spots, and offer guidance based on their experiences.
  13. Evaluate Market Trends:

    • Stay informed about market trends and technological advancements. Ensure that your product aligns with current and future industry demands.
  14. Consider a Pivot:

    • If necessary, be open to the possibility of a pivot. This might involve adjusting your product offering, target market, or overall business model based on market feedback and evolving trends.

Remember that addressing growth challenges is an ongoing process. Regularly reassess your strategies, adapt to market changes, and maintain a proactive and agile approach to ensure the continued success of your product.

 
 
 

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