Lenny's Podcast · Sep 14Picking sharp problems, increasing virality, and unique product frameworks | Oji Udezue (Typeform)
Oji is its Chief Product Officer. It is moving from a low-frequency tool to a high-frequency niche by targeting marketers and salespeople. Its activation thresholds are publishing a form, getting responses, and viewing insights, and it books weekly customer calls onto team calendars.
Tips
- Define three increasing activation thresholds and track drop-off between each▶ 44:20Calendly: first meeting created, then five in a week. Typeform: published a form, got responses, viewed insights. Twitter: following or being followed.
- Auto-schedule customer conversations on team calendars every week▶ 32:30Done at Calendly and Typeform; a popup linking to a Calendly booking page was used in the community.
- Map your product on workflow breadth and frequency to predict where to win▶ 6:58Typeform is trying to move from low frequency to high frequency niche by focusing on marketers and salespeople.
- Pick an ICP that cares most about the workflow, not the most obvious user▶ 15:03Calendly's ICP was salespeople, marketers and recruiters scheduling with outsiders; Typeform's is marketers; 30% of Twitter's customer base was media organizations like the NFL, NBA and HBO.
