#1 Problem Identification: B2B Product Discovery of the Shape Up

If Picasso was B2B product manager

Introduction into Shape Up

The Shape Up method is a product development process that was introduced by Basecamp, a project management and team communication software company. In the Shape Up process, product development is divided into two phases: Shape and Build. The Shape phase is focused on discovery and exploration, while the Build phase is focused on implementation and delivery.

8 steps of product discovery

Here is a general outline of how to conduct product discovery using the Shape Up method:

1. Identify the problem or opportunity that the product is meant to address.
2. Define the scope of the project and set clear boundaries for what will and will not be included in the product.
3. Gather input and insights from a variety of sources, including customers, experts in the field, and team members.
4. Use these inputs to generate and evaluate potential solutions to the problem.
5. Select the most promising solution and develop a high-level plan for building it.
6. Define the key outcomes that the product is intended to achieve and create concrete, measurable goals to track progress.
7. Identify any risks or uncertainties that need to be addressed before moving forward.
8. Work with the team to refine the plan and develop a detailed roadmap for the Build phase.

Throughout the Shape phase, it is important to remain flexible and open to new ideas and insights, as the goal is to explore different possibilities and identify the best course of action.

Step#1 B2B product problem identification

There are a few different approaches you can take to identify the problem or opportunity that a B2B product is meant to address:

1. Talk to your customers: One of the most effective ways to identify problems that your product can solve is to speak directly with your customers. You can conduct interviews or surveys to gather insights about their needs, challenges, and pain points.
2. Analyze industry trends and market conditions: Keeping an eye on trends in your industry and broader market can help you identify areas where there is demand for new products or services.
3. Look for inefficiencies in your own business: Another way to identify problems that your product can solve is to look for inefficiencies or bottlenecks within your own organization. Are there processes that could be streamlined or tasks that could be automated?
4. Solve your own problems: Sometimes, the best product ideas come from solving problems that you or your team have encountered firsthand.
5. Collaborate with your team: Involving your team in the product discovery process can be a great way to generate ideas and identify problems that your product could solve. Consider hosting brainstorming sessions or workshops to encourage collaboration and idea generation.

It’s important to approach problem identification with an open mind and be willing to consider a wide range of possibilities. In many cases, the most impactful product ideas come from unexpected places, so it’s important to be willing to explore a variety of options.

B2B Examples

Here are a few examples of different approaches that companies have taken to identify the problem or opportunity that a B2B product is meant to address:

1. Talking to customers: Zendesk, a customer service software company, identified a need for a more intuitive and user-friendly support platform after speaking with their customers and observing their pain points with existing solutions.
2. Analyzing industry trends and market conditions: HubSpot, a marketing and sales software company, identified an opportunity to provide a more comprehensive and integrated platform for businesses after noticing a trend towards inbound marketing and the increasing complexity of marketing and sales technology.
3. Looking for inefficiencies in their own business: FreshBooks, an invoicing and accounting software company, identified a need for a better solution for small business owners to manage their finances after experiencing difficulties with existing options themselves.
4. Solving their own problems: Basecamp, a project management and team communication software company, created their product to solve the problem of inefficient and disorganized communication within their own design agency.
5. Collaborating with the team: Asana, a project management platform, was developed as a result of co-founder Justin Rosenstein’s frustration with existing project management tools and his desire to create a better solution. The team at Asana worked together to identify and prioritize the key features and functionality that would be included in the product.

Commonalities & Conclusion

There are a few common themes across these five examples of problem identification:

1. Customer feedback and insights: In all five examples, the companies either spoke directly with customers (Zendesk, FreshBooks) or observed their pain points and needs (HubSpot, Basecamp) in order to identify problems that their products could solve.
2. Identifying a need or opportunity in the market: All five companies identified an opportunity to fill a gap or meet a need in the market by offering a product that addressed a specific problem or challenge.
3. Personal experience or first-hand knowledge: In several of the examples (FreshBooks, Basecamp, Asana), the founders or team members had personal experience with the problem or challenge that their product was meant to solve, which gave them insight into the needs and pain points of their target customers.

Based on these examples, one could conclude that effective problem identification involves gathering insights from a variety of sources, including customers, market research, and personal experience, and using this information to identify a need or opportunity in the market that the product can address. It’s also important to be open to new ideas and be willing to consider a range of possibilities, as the best product ideas often come from unexpected places.