Your path to product: how to build a sustainable business

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After giving up my addiction to salary and two and a half years into my adventure as a freelancer I have encountered the following problem: how to extract the most value from my time? I invite you on a journey to explore how ideas acquire value, what is the value chain of bestselling authors and what are the traits that are needed to solve the value/time problem. So you know beforehand, I have found those traits to be openness, service and design.

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Your Path to Product How to build a sustainable business by productizing what you know matteoc www.lafabbricadellarealta.com

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This is me. I don’t have a boss anymore. I’m a consultant. matteoc www.lafabbricadellarealta.com

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Products have eluded me for a long time. matteoc www.lafabbricadellarealta.com I get startups. I get entrepreneurship. But products

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So I started a journey to explore how products are born where they come from how I can learn to develop my own. You’re invited matteoc www.lafabbricadellarealta.com Share on T witter Follow me on a journey to understand how products are born and how to develop your own http://fbbr.co/prd via matteoc

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As a consultant I wonder: what is the best way to extract value from my time how should I transform my ideas and skills into work matteoc www.lafabbricadellarealta.com

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Is it by selling the highest amount of billable hours and ﬁlling my agenda with clients matteoc www.lafabbricadellarealta.com

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With every client you begin a unique adventure. And usually its lots of fun But not all adventures have a happy end. matteoc www.lafabbricadellarealta.com

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So youre back to writing proposals. You work on many proposals before getting approved. And aer you have done your job youre not needed anymore. matteoc www.lafabbricadellarealta.com

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There must be a better WAY matteoc www.lafabbricadellarealta.com

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A super smart CEO like Mike McDerment of Freshbooks would suggest to stop selling time. matteoc www.lafabbricadellarealta.com

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How By evaluating how much value your work is generating in the clients business over - lets say - one year and pricing your service at - maybe - 10 of that li. matteoc www.lafabbricadellarealta.com

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This is excellent advice. But doesnt solve the core problem: you still need more clients more proposals and so on. matteoc www.lafabbricadellarealta.com

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A super smart CEO like Mike McDermen of Freshbooks would suggest to stop selling time. Lets head to San Francisco to meet Tim Ferriss. When it comes to product hes the man. Hes the one that is suggesting since many years to build a product startup and live oﬀ of that. matteoc www.lafabbricadellarealta.com

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Tim’s Product Tim’s Ideas And the best way to share ideas in the internet era is still... to write a book. matteoc www.lafabbricadellarealta.com

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The 4-hour SERIES In return for sharing his ideas his books have put him in an ideal position: he invests in startups and advises them at the same time maximising his chances of returns. matteoc www.lafabbricadellarealta.com

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How does sharing your ideas in books generate business Let’s see an example from a few years back. matteoc www.lafabbricadellarealta.com In his case writing a book makes sense.

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David Allen is the best selling author of Getting Things Done. Instead of keeping his productivity workshop secret he decided to give it to the world in the form of a book. matteoc www.lafabbricadellarealta.com

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In this way he has grown his consulting business incredibly. So he teaches us that as a consultant if you share your techniques you get a lot in return. matteoc www.lafabbricadellarealta.com

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But this is not the only way. matteoc www.lafabbricadellarealta.com

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Alex Osterwalder is also a consultant he also shared his most important insight in a book. matteoc www.lafabbricadellarealta.com

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In the meantime The Internet happened. matteoc www.lafabbricadellarealta.com Same as David Allen. But with one big diﬀerence:

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Not only does he share his “Business Model Canvas” in a book. matteoc www.lafabbricadellarealta.com He’s also developing websites apps soware services that go together with his methods.

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Like a subscription soware-as-a-service platform centered around the business model canvas. www.lafabbricadellarealta.com matteoc

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Why Because its more sustainable to sell cheaply priced soware solutions to many than to consult at stellar rates for few customers. matteoc www.lafabbricadellarealta.com

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So should we all get into soware then matteoc www.lafabbricadellarealta.com

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Lets go to Berlin and meet André Pankratz. He’s a soware developer entrepreneur. matteoc www.lafabbricadellarealta.com

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In a few years and a few clients later Vidibus - a soware as a service hosted video platform - was born. matteoc www.lafabbricadellarealta.com Aer years of selling one oﬀs he has started to design an open source solution tailored to his clients.

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What happens when you sell great soware Well. You need to consult your clients in order to help them make the most of it. matteoc www.lafabbricadellarealta.com

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Soware is a great way to make your ideas available. But sometimes not even that is enough. matteoc www.lafabbricadellarealta.com

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Lets go to Chicago to meet Jason Fried co-founder of 37signals the successful soware ﬁrm responsible among many other things for open sourcing Ruby on Rails. matteoc www.lafabbricadellarealta.com

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37signals relies on the revenue stream of hosted subscription based soware-as-a-service products like Basecamp and Campﬁre. matteoc www.lafabbricadellarealta.com

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But that was not enough there is so much culture inside the company that it had to ﬁnd a way out not only in the form of products but also as a New York Times bestseller. matteoc www.lafabbricadellarealta.com

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Important connections emerge. matteoc www.lafabbricadellarealta.com

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matteoc www.lafabbricadellarealta.com Share on T witter Ideas books software and consulting are all connected on the path to product http://fbbr.co/prd via matteoc

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A pattern emerges. Three key values contribute to productization. matteoc www.lafabbricadellarealta.com

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Service Openness Design matteoc www.lafabbricadellarealta.com Share on T witter Openness Design are key to value generation Service is a driver to sustainability http://fbbr.co/prd via matteoc

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Openness Openness is a key to value generation: by being open accessible by sharing your ideas you can increase the value of what you do. To multiply your value you can choose the way of books free seminars and talks or open source soware. matteoc www.lafabbricadellarealta.com

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Service matteoc www.lafabbricadellarealta.com Service is a driver to sustainability: begin of service being more useful today than yesterday generating your value month by month increasing your value as your soware and your ideas are being shared more.

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Design matteoc www.lafabbricadellarealta.com Design is a key to product: Design is about making something complex easier to grasp. Being a designer is a way of thinking about the world without taking anything for granted and is a key to value creation.

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This is just a small part of the discourse... matteoc www.lafabbricadellarealta.com

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matteoc www.lafabbricadellarealta.com Click here to ﬁnd more examples more testimonials and to read the full story of my personal path to product. Click here to get in touch and share your own path to product. Share this presentation with a tweet. Share on T witter Y our path to product: how to build a sustainable business by productizing what you know http:// fbbr.co/prd via matteoc

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Go to my blog to read the full POST matteoc www.lafabbricadellarealta.com

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Matteo Cassese La Fabbrica della Realtà matteocmatteoc.com on twitter: matteoc lafabbricadellarealta.com Presentation credits: David Allen photo by Robert Scoble - Source: http://en.wikipedia.org/wiki/File:David_Allen.jpg Jason Fried photo by Randy Stewart - Source: http:// blog.stewtopia.com Alex Osterwalder photo by Heisenberg Media - Source: http:// www.ﬂickr.com/photos/heisenbergmedia/8190821158 Icons from The Noun Project. Berlin September 2013 Share on T witter Y our path to product: how to build a sustainable business by productizing what you know http:// fbbr.co/prd via matteoc