“Build it and they will come” works out in the movies, not so much in the real world. Startups and companies spend alot of time and money strategizing, designing and building so you have to wonder why don’t they come, buy ordownload?
What is missing?
I was recently retained by an established publisher to create a digital platform for their print books. The project included crafting a strategic plan*, designing a project roadmap, assembling a team of IT, design and marketing companies, and overseeing the development of their digital app, eCommerce site and launch strategy.
I was at times an acting COO, CTO, CMO, CIO but with each hat, I brought along VOC.
VOC- the Voice of the Customer. It sounds so simplistic but how many times have you tried to navigate a website, buy something online, download an app or talk to a customer rep on the phone and quit because it was too difficult, too confusing, or took too many steps?
As you hung up, walked out, or clicked off you thought “who designed this?” GRRRR!
Who designed it? A start-up with a great idea, a restaurant that decided to build a mobile app, a company that wanted to add an eCommerce platform, or a business that grew too fast. They planned, hired, designed, and launched because they were sure they knew what their customers wanted. They just forgot to ask the custome.
And that’s what Don’t Bang Your Head is all about. Being the customer’s voice at every step of the process.
I was involved with building a highlighter app years ago. It was built, tested, won a prestigious tech award, got great press and everyone involved loved it…we loved it! But would anyone outside our bubble use it? Would they ‘get it’? Would they share it?
Or would it just be another GRRRR?
Bring in the users! We hired temp agencies to supply us with office workers every day for a month. We sat them in front of a computer and told them they would get paid for surfing the web for 7 hours. They were given no instructions, no tutorials, were simply shown the highlighter icon on the navigation bar. We observed, we tracked and we collected feedback.
We had gotten a lot right, but even more wrong especially in our assumptions and our messaging. We repeated this exercise every time we built a new version until we got it right. Eight versions later, we launched, having learned what worked, who was most likely to start using the tool right away, who needed simple tutorials, and who waited until others were onboard.
It was a lesson that I never forgot. A lesson I bring with me to every job, whether writing a business plan, creating a multi-year strategic plan, working with developers, designers, marketers, investors, and of course, the business owner.
Every company needs an internal “voice of the customer”. Someone that can put themselves in the clients’ shoes and recommend or optimize approaches. Marcy is just that person. Her pulse of the market is beyond amazing. Couple that with her work ethics and creativity, and you will have an exceptional resource. Siamak Farah CEO AT INFOSTREET, INC
What makes Don’t Bang Your Head Consulting unique is our experience+expertise+approach.
Years of working with all the modalities involved with the conception, building, and launching apps and driving companies have taught me how to build and supervise whatever team of experts my client needs to accomplish their objective. And my experience raising capital, building and operating companies taught me that successful companies are built on sound financial foundations.
I always serve as an independent broker. I bring my passion to every project whether developing an app, creating a digital platform, or brainstorming with a startup turning that ‘great idea’ into a viable business.
Or, more often than not, turning down a project that I don’t believe can succeed for a host of reasons.
When MedMaster medical book publishers decided to take the necessary steps to transition into the digital world after 40+ years of print books, we were fortunate to find Marcy at the right place and right time. From assisting us to layout the scope and potential of our new digital business model, to vetting several web developers and being the interpreter between the “techies” and the publishers, to her creativity and thinking out of the box strategies,
Marcy is a valuable asset to any company looking to grow. She learns who you are at an exceptional speed and is courageous enough to continue asking and learning to get all the details down about who you really are as a company. It doesn’t hurt either that she’s extremely responsive and quick with her through work ethic. We highly recommend Marcy as a consultant!
Michael Goldberg
If you have a great idea, are getting ready to dive into a new project, are stuck somewhere in the process or just want to brainstorm, email me at marcy@dontbangyourhead.com or call me at 305-785-7642.
I promise I will always bring the VOC with me.
Marcy
*A strategic plan is a living, breathing document that is the foundation for every company. If you don’t have one or haven’t looked at yours since you rented a CD from Blockbuster, get started!