2 builders who never spoke to each other

Announce the release and expect it to sell nothing

A feature that consumed months can land to complete silence, so grade the release on whether it shipped and let the payoff arrive later as satisfaction and testimonials. Assume almost none of your users noticed it either: write a short guide for each one, and prompt the specific customers it suits rather than trusting a changelog.

The method

1. 01

   Do not expect a major feature release to move sales; a launch that matters enormously to you can produce nothing from the market.

2. 02

   Judge a product release on whether it shipped, not on the sales it generated, and expect the payoff to arrive later as customer satisfaction and testimonials.

3. 03

   Assume nearly none of your users noticed the features you shipped, and write a short guide for each one.

4. 04

   Ship a batch of higher-tier features, then send in-app prompts to the specific customers those features suit inviting them to try them out.

What it returned

• 8

  Zue shipped Bootstrap support to Pegasus on February 8 after nearly three months of work and made no sales at all in the week that followed.

• 10%

  He doubted 10% of MDX.one users knew what had shipped in July, and began help guides on the product blog covering search, pagination and sitemap submission.

• 20

  Intercom notifications following new integrations and map themes produced 20 upgrades, many to Premium, worth a few thousand dollars of new annual recurring revenue

• Zue graded the Bootstrap release an A on completion terms while calling its marketing outcome a total failure.

Sources

• July 2021: Retrospective & Income ReportBhanu Teja · bhanuteja.dev · Plans for August · undated
• Storemapper Update: 50% revenue growth in 3 months - Tyler TringasTyler Tringas · tylertringas.com · Push for Premium · 2014-11-06
• The FlopCory Zue · coryzue.com · Inputs != outputs · 2021-03-01