#75-Customer Acquisition and Engagement Hooks for SaaS Products: Platform and Ecosystem Strategy
Design your products around the core human needs and the secondary hooks. The secondary hooks automatically become the primary hooks once a certain number of customers adopt a product.
It may appear that ‘content’ is the universal way to build these hooks, and that is true. However, there are smarter ways to stand out in the world of content by providing actual experiences and results. So the product and venture builder need to think deeply before resorting to ‘content as a hook’ playbook.
It is just a matter of time and mass-adotion that depends on customer experience, pricing and convenience (read value).
Primary Hooks: The core human needs around which a lot of use cases already exist
- Shopping
- Networking and Communication
- Peer approval and fan following
- Job search
- Building a business
- Food and Nutrition
- Entertainment
- Gaming
- Learning, Education, Creativity, and authentic/sensational information
- Fitness and Health
- Effective Parenting
- Family safety, security, and ecosystem
Secondary Hooks — The second stack of human needs is comparatively untapped
- Travel and Mobility
- Future Planning and Financial Management
- High EQ, Happiness, and Relaxation
- Healthcare systems
- House support mechanisms
- Automation systems with no labor
- Delegation of work without loss of income
Post Hook-What's the key to designing a Winning Product?
- Value and Convenience- Value for money with the right pricing algorithms. Believe it or not, there is always a right price for the value a product or service provides.
- One-stop solution for the full and part customer journey- The one-stop solution around the entire customer journey- Basically imagine a house-listing website that offers all services from house search, to personalized recommendations, broker advice, house mortgage, packing, and moving services, first 100 days plan and support for the customer.
- Keep the payments invisible yet transparent- Annual subscription plans tied to Credit card or wallet, work best. The customer should have the option to cancel when they want but should get minimal necessary intimations that they have been charged.
- Exclusivity of partner deals in case of super-apps or multi-partner offerings- Same deals over many platforms, kill customer loyalty. The customer should have the confidence that the platform has the best and the most exclusive partners and quality of service is top-notch.
- Personalization with privacy- The personalization of products and services should get better after every usage. The customer should feel that the ‘platform knows what he/she exactly want’. The product upgrades should be regular and education content to use the upgrades must be shared with the customer.
Learn to design products that make your customers FEEL- HEALTHY, RICH, SMART, CONFIDENT, and ENTERTAINMENT.
The feeling is more important than actual change.
And if your product really fulfills the promise by making your customers healthy, rich, smart, confident, and truly happy then it is a category killer and real winner.
Also, listen to Sidhartha Sharma’s views-
Winning Product/SaaS Strategy Imperatives
About the Author
Sidhartha Sharma is a Digital Transformation expert and business leader with 15+ years of experience in Management Consulting firms. He helps business leaders and CXO’s in understanding the future trends and current imperatives on topics like-Digital Platforms, Ecosystems, Future-Tech and Org-transformation
He is also a Bestselling Author of multiple books on topics of Digital Strategy, Entrepreneurship, Organization Change, and Optimal Performance and Work Happiness.
His personal writings and columns regularly feature in media houses like Business World, Indian Express, Live Mint, Asian Age and Deccan Chronicle.
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