Too many times I’ve seen businesses slam the wheel hard to the left and change course chasing money. You know the drill, if only our product could do something else we’d sell so much more. Or worse a customer or potential customer suggests a feature that would clinch the deal.

Let’s face it just because one person wants it doesn’t mean you’re on to a winner, success just isn’t that easy - someone won’t just walk in the door and give you all the answers. The hard reality is that talk is cheap and it’s easy for someone to say they would certainly buy something if only it did something else as well, it’s quite another for them to actually drop their current system to replace it with yours when the feature happens.

Focus

Focus on what is important, delivering a product that long term meets your vision and accomplishes the goals of your users.

You know your market, focus and stick to that

You should be, as 37 signals put it, hiring the right customers, figure out your core target market and target them. A common fault I see with businesses that end up in a position where they’re chasing cash is generally that they’ve refused to figure out a core market, and refused to focus on it.

They argue that by adopting too narrow a focus they’re cutting themselves out of a potentially lucrative market. It may sound like a compelling argument, unfortunately most of the time, it leads to spreading yourself too thin, or not being agile or focused enough to truly serve any of your “target” markets.

Find a core market, where you can make a difference and focus exclusively on that market.

Branch your product from a strong trunk of core users, just like a tree if you branch too early the trunk won’t be able to support the weight.

You have a vision for your product, focus and stick to that

It’s very tempting to listen to every feature request from every passionate user and fall in love with it. That’s why a vision is important, knowing what it is your product is meant to accomplish helps immensely as a filter for “good ideas”.

An example of a product vision is goroam’s citrus. Our vision is simple “estate agent tools that don’t suck” and the filter for new features is a simple set of questions

• will it help sell more properties?
• does it give users valuable information?
• does it save users time?

If a feature doesn’t have a compelling answer to any of these questions, it’s a non starter. Most importantly though the answer has to affect most of our customers. We’re not in the business of worring about edge cases or selling features.

Adopt a pragmatic approach to feature requests

And by pragmatic, I mean ruthless. Make absolutely sure it focuses on your market, your vision and affects most of your customers. Don’t keep feature lists, the good ideas will come back again and again the bad will just languish there anyway. Have a roadmap, but execute it quickly and only look as far as the next release. Don’t be rude, be positive about good ideas but make no promises.

By all accounts the property market is in free fall and we’re taking the possibly bold decision to launch a product with estate agents as our primary market.

The product is called Citrus and it’s better way for agents to sell property online because frankly the existing solutions are all pretty lame. We got here through our work with a good friend Colin and his spanish property business Spirit of Granada. In developing the website for his business we realised that the existing solutions weren’t easy for a small company or sole trader to work with, they involved lengthy contract terms, high costs and confusing feature sets and options. We want to change all that and think that our insider knowledge of how these smaller agents operate will allow us to build an application for the market that doesn’t suck.

Stay tuned to find out.