The stress that comes with the realisation that growing the number of people who ‘like’ your product isn’t translating into revenue is intense.
And this frustration can lead founders to ignore or place little value on the fanatical lovers.
And why care about this subset of users?
Because they are the ones most likely to share your story and lead two other people to your product!
Here’s how I look at this opportunity and it starts with understanding what makes someone a fanatical lover of what you do.
Step 1: Get to know your top 10% most active users
Fight to understand the facts. And this is important. Don’t hypothesise who they are, why they act or who they are. That will come later.
Instead understand when they signed up, how often they use your product, what happens when they do, when they last used it and for how long. Look for time of day/week/month trends.
This isn’t an exhaustive list but it’s a good start.
Step 2: Add demographics and social cues
If you don’t capture basic demographics like age and sex, but you have a clue about their name through their email address, look for ways to find (read: stalk) them online and then add these details to their profiles.
It’s a bonus if you can find social cues for your product. In other words, look for mentions of your product (by name or hashtag) on social media.
I also include any verbatim feedback from the 10% most active people, it adds colour to the numbers.
Remember this is for 100 people if you have 1000.
Step 3: Do these lovers match your target user and customer?
I wish I had a dollar for every time a founder discovered that their target user or customer was vastly different to those who actually use their product.
Undertake this step and let me know how you go.
Prediction: You’ll be surprised and it will inspire a pivot or new product idea.
Step 4: Contact them and ask one simple question.
What is the one thing we could do to make [Product Name] awesome?
The insight from these four steps are the ingredients to create an experience for people who are naturally inclined to introduce two new people to your product.
What’s not to love? :)