March 09, 2012
Recently I’ve been calling a couple of customers per-week to chat about their Scout experience. One of the questions I’ve been asking comes out of left field: ”What would you pay another $100/mo for?” I’ll ask the question first to see if they have any suggestions, then run a small selection of ideas by them.
Besides asking my future wife to marry me, it’s the best question I’ve asked in years.
I wanted a number that was significant enough to force customers to weigh the cost vs. benefit: crossing the $100 barrier felt like a good line for this. If it’s too low, customers might not think hard enough. If it’s too high, the decision starts to involve other people.
I’m looking for as much non-biased feedback as possible, so when running through features, I avoid painting ideas too brightly. Additionally, I don’t want to make it look like a backdoor attempt to sell something.
I’ve been talking to customers who have used Scout for several months: they know our product’s strengths and weaknesses. They understand our approach: when discussing features, they’re going to have an idea of what it might look like based on our past performance.
In summary, I loved the purity of the question. There’s no bullshit. We want to build something that’s worth another $100. What would it take for us to do that?