Bounce House: Building a Product
Bounce House is a B2C platform launched in May, 2020 that helps anyone bring their solo business online. As the Director of Growth Marketing on the project, I worked with our c-suite to research key markets, map out product features, establish/execute a user acquisition strategy and map the product launch. Together, we built a beautiful product from the ground up, found the right markets, pivoted during a pandemic and picked up several thousand loyal, high-touch users in the first 30 days.
Creating Product-Market Fit:
How do you find product-market fit, before your product exists?
I led a series of user testing sessions and surveys that spanned about ~10,000 total participants, taking careful notes on their sentiments and preferences. I then developed a custom scoring algorithm to quantify product-fit against our most available features, cutting against demographic and industry-related data. We used this data to inform our product development roadmap for the coming year.
Testing our Acquisition Cost:
To prep for launch, I created our first mock advertising campaign on paid search and social. We began testing the customer acquisition cost of each audience, projecting our marketing budget for launch and acquiring beta testers for our product.
This data helped us structure a revenue model, determine product pricing for launch and reduce overall CAC by about 70%.
Keeping a Close Eye on Engagement Data.
Once our product was live and acquiring new users at a high rate, we needed to make sure they were converting to engaged, paying customers.
We utilized Google Analytics, Hubspot and Pendo to track user activity within our product. We created dozens of product workflows to guide users through the product, including email notifications, in-product prompts, video walkthroughs and more. By month two, we increased average user engagement by over 200%.
