Around The Web In A Day

What will be the outcome of your stealth-mode, revolutionary project ? A product or a feature ? When you're the founder of a start-up, it's a very important question you've to ask yourself, but sometimes it is very difficult to answer.

I met quite a number of web entrepreneurs,  and  most of the time, they were thinking of what they did as a new product, trying to brand it, to make it visible, to grow trafic. I met few people saying that they're adding a feature to an existing product or market.

Why do we prefer to think that we make a product ? 

Well, the difference between a product and a feature is relative. A video commenting system can be a feature for a blog platform, but a blog platform can be a feature for a CMS, and a CMS can be a feature for a CRM and a CRM can be a feature for an ERP.

When we start a company, we usually have a dream in mind. We want to change some part of the world, because we think we can make that part a better place. We expect the outcome of our project to have a big impact when it is eventually rolled out. We think we have the mission to do it ourselves, that it is our endeavour, and our cross to bear.

Because we think we're the only ones who can make the dream come true, it is very instinctive to think that we're crafting a product. A product, that we can design, develop and sell by ourself. . A product that all users are waiting for. A product that will suffice itself, that users will use for itself, not because they need to get something done.

I see a lot of these entrepreneurs and (would-be) products. They are trying to make the whole world use their product, but they seem to avoid the question : what is the goal of the user when he is using my product, and how does my product helps him pursue that goal ? 

Whatever we do, the users must find value in our product. Value can range from business process efficiency to personal pleasure. But there must be value. Value lies in the fulfilment of a goal. Where does your product fit in that goal ?

A product is used to get things done.

Most of the time your product is not enough to satisfy that goal. It is doing a small thing somewhere along other things that users have to do to fulfil that goal. So basically you're part of a solution.

Most of the time your website does't say so. It says that your product is the solution to do that small thing, not even aware of the bigger thing to be done. Most of the time you're actually making a feature for an encompassing product that you don't know.

What are you trying to say ? That I'm not doing the right stuff ?  That a new technological feat is not enough to make people adopt their product ?  That  having an article on TechCrunch is not the ultimate goal ?

Well that may work actually...for some time. They may find users that don't pursue any goal, other that spending time on the web, testing everything and looking cool (well that's a goal in fact...). They may test your product, find it cool, and give the word. That may work if flocks of users think it's cool. Until the nu cool.

Are you implying that a feature is a lesser product ?

Absolutely not. 

In fact developing a feature is a great thing, and you should be proud of it. 

First, it is real innovation, it doesn't have to deal with messy integrations, aggregating lot of stuff, supporting end users that are necessary for product developers. So it can be dead pure and simple. If you're a bunch of great engineers but don't know how to manage or sell, developing a feature is a great way to match skills and market needs.

Second, most product vendors are dying for innovation, and they just dream of new features that they can quickly integrate in their product without the hassle of managing developpers, roadmaps, planning, and the like. NB : of course you need an API.

Third, the market needs consolidation, and consolidation appears at the product level, not at the feature level. So being part of an eco-system can be quite confortable.  IPod accessory vendors know that ((First movers at least).

My point is : if you're making a feature, you'd better know. Because knowing will :

1. Save you a lot of money otherwise spent in trying to appear as a product
2. Make you understand the right moves so your feature becomes a must-have for surrounding products 
3. Make you understand your exit options (who you can sell to) 

If you're making a new feature, your goal is to understand how it will improve users life, and in what circumstances will that happen. When you find the environment, you can find the main actors of that domain and make them understand that your feature will improve THEIR USERS' life. Make them understand that you bring VALUE to their product.

If they believe you, they will soon integrate your feature in their product, you'll share revenues, you'll have access to their end users, and your feature will spread rapidly. Competitors will want it too, and you can grab the market. If all goes well, you may grow without VC money, and if ever you need it, you'll be able to articulate exit opportunities.

Of course, in order to drive interest, you must have a demo, so you'll have to integrate your feature within the user process. You'll need a website so that people you talk to, and others, can find information materials. But don't try to pretend you're a product and try to make your website a destination site - BTW you're not a media, so don't be afraid of your trafic is less than Yahoo or CNN.

Don't go to big conferences trying to appear as the next big thing, unless the people you're targeting (the product vendors) are in the audience. Better call the vendors and do one-to-one meetings.

If surrounding vendors don't hear you, you may have to go your way without them, try to be visible and patient. . If one vendor ask for exclusivity, don't give it to him unless he is the leader in his field.

So what do you do ? A product or a feature ?

PS : For my part, I have gone through the question, I believe we make a product and we are seeking great features !

Upcoming : "Tool or Toolbox ? You'd better know."