37signals.com, the team behind popular project management site Basecamp, wrote an eBook a few years back about how they took an idea for an app and turned it into a thriving enterprise. Getting Real, describes the unconventional philosophies that propelled their company into the spotlight.
When we began to develop colaab, we stumbled upon Getting Real while searching for ideas and inspiration for creating a killer web app. Backed up by their monumental success (they have over 1 million subscribers), they probably know what they’re talking about.
Having studied it vigorously and applied most of its suggested techniques to the development of colaab, we thought we’d showcase how some of the methods that really helped us out and continue to do so.
1. Less is more
“The answer is less. Do less than your competitors to beat them. Solve the simple problems and leave the hairy, difficult, nasty problems to everyone else. Instead of oneupping, try one-downing. Instead of outdoing, try underdoing.” Getting Real
There are many collaboration apps out there. Unless you differentiate, you die. But rather than having a bigger, more feature packed service, we decided to make colaab as streamlined and as simple as possible. The end result is less features that you’re average at, and more features that you’re awesome at.
2. Launch on time and on budget
“Here's an easy way to launch on time and on budget: keep them fixed. Never throw more time or money at a problem, just scale back the scope.” Getting Real
Whenever we’ve approached a deadline (such as private beta launch), we generally have a good idea of what features we want to implement, what bugs to fix and what functionality to incorporate into colaab by then. Almost always, however, some unforeseen circumstance has cropped up meaning the work won’t be completed on time. But we don’t move the deadline. Nor do we ramp up the resources to get it done on schedule. We simply move on. If a feature’s not going to be implemented in time, then it just won’t be implemented. This mentality has really helped us push on in getting colaab out there, rather than being way behind schedule or massively over budget.
3. Keeping it light
“Less mass lets you change direction quickly.” Getting Real
When we’re doing our fortnightly site sweep, all 3 of us are able to sit in the same room, close together, and chat face to face about what changes we think should be made to colaab. All issues are noticed, raised, discussed and then implemented/chucked out within an hour. Less employees = less bureaucracy = greater efficiency.
4. Functionality now. Detail later
“How often have you found yourself stuck on a single design or code element for a whole day?… There's plenty of time to be a perfectionist. Just do it later.” Getting Real
Using a web service called JIRA to keep track of outstanding issues, we are able to set tasks to milestones (Le Web, Public Launch, Post Launch, etc.). If the purchase pipeline is broken, that’s a ‘Now’ issue. If the help functionality is slow, that’s a ‘Public Launch’ issue. If the colaab header on the marketing site would look better 5 pixels higher, it’s safe to say that’s a ‘Futures’ issue. Don’t focus on the detail now but don’t ignore it entirely. Make sure you keep a track of every bug, suggestion or idea you encounter.
5. Build. Then refine
“It's ok to do less, skip details, and take shortcuts in your process if it'll lead to running software faster. Once you're there, you'll be rewarded with a significantly more accurate perspective on how to proceed.” Getting Real
colaab started off with me playing about with Microsoft’s latest toy, Silverlight. My first app was a clock that displayed pictures instead of numbers. Then slowly but surely, one addition and one refinement after another, I had created colaab v1.0. Getting your app up and running quickly gives you something physical to play and mess with, rather than dealing with visual mock-ups all the time.
6. Test on real humans
“There's no substitute for real people using your app in real ways. Get real data. Get real feedback. Then improve based on that info.” Getting Real
We sent out some private invites to those in the Silverlight biz a couple of months ago. Not only did we get great feedback that’s helped us shape colaab, but we also made some invaluable contacts (including commander-in-chief Scott Guthrie) that have increased our publicity and been pushing us forward for a number of Microsoft projects. Once you’re in beta, get it out to those in your industry ASAP.
7. One man of many talents is more valuable than many men of one talent
“Small teams need people who can wear different hats.” Getting Real
Jonathan co-founded colaab with me because he’s an excellent developer. He’s also a great writer, networker, critical thinker and tea-maker. With a limited budget, specialists are of little use to you. Get people in who are quick and skilled learners instead.
8. Code
"Choose tools that keep your team happy and motivated." Getting Real
Choosing to build colaab using Silverlight meant that we had to use the best and latest tools from Microsoft. This keeps the team interested because they are learning new skills every day. For us, when working inside Visual Studio, it feels like you are missing a hand if you don't have ReSharper installed so it's on every developer workstation.
9. The best things in life are free
“It's a noisy world out there. In order to get people to notice you amid the din, give something away for free.” Getting Real
People love freebies. On each of colaab’s packages, we offer a free 30 day, no strings trial on all of our price plans. We also offer a completely free package. We even hand out free invites around the web from time to time. I cannot stress enough the importance of good 1st impressions.
10. How easy is it to sign up… and cancel?
“Make it as easy as possible to get in — and get out — of your app.” Getting Real
Why put up barriers to customers who are wanting to give you their money? With colaab’s pricing and sign up page, all you have to do is choose your package, fill in your details, and then you’re good to go. All on one screen. Cancelling should be simple too. Let your customers know that it’s OK if they’ve chosen the wrong package or only want to try out your app for a month. We build up trust and peace of mind for our customers by reiterating our no-hassle cancellation policy all across our colaab marketing site.
11. The simplest app
“So why can't you build a product that doesn't require a manual? Strive to build a tool that requires zero training.” Getting Real
Three concepts we’ve implemented to make things as easy as possible for the user:
- A simple, uncluttered interface with intuitively placed and clear links throughout.
- FAQ/Help section. Cut down on your support time by providing pre-emptive assistance.
- First time tips. colaab loads little speech bubbles within the app that explain features for 1st time users. Make sure the user can easily turn them off though!
If you’re currently developing a web app or thinking about it, stop right now and read Getting Real for free.