How DemandJump Used Product Design to Explain Its Value to Investors
Just like no one will buy a house before they see how it looks, people won’t invest time and money into a project without a plan. Likewise, investors won’t buy in unless they trust that the product team has a clear vision and a steadfast foundation for what they are creating.
Tech startups are often difficult for investors to trust because there’s no tangible product. Digital products are conceptual and abstract in their early stages. It’s not like investing in a restaurant or furniture store where goods and services are right in front of you. Those businesses have existed since the beginning of time.
A digital product can’t be held in your hand. There is no concrete good to be exchanged.
Investors won’t buy in unless they trust that the product team has a clear vision
The marketing sphere is rife with disruption, and more is demanded of marketers than ever before. Investors know the benefits of using data analytics, but they typically don’t know how it manifests itself in a product.
To Shawn Schwegman and Christopher Day, DemandJump was the answer to the marketers’ call, but investors needed to feel that pain, and see how this product would mitigate it to understand the true opportunity.
DemandJump is a customer acquisition and traffic cloud platform that analyzes marketing touchpoints to enable smarter targeting for marketers. Using data analytics and AI tools, the software unearths advertising blind spots that companies have yet to tap, enabling them to double their performance and outmaneuver the competition.
Understanding where traffic comes from, the quality of that traffic, and where competitors are advertising helps to paint a more holistic picture of existing marketing activities as well as new, untapped opportunities.
To paint a clear vision, design concepts are critical. The concepts we created with DemandJump presented these opportunities in plain English without being overly mathematical. Marketers and investors are not data scientists, and it was important for us to speak in their language through approachable and understandable design.
Even though the design concepts were only representations of their larger vision, they provided necessary visual support for an otherwise extremely sophisticated system.
These design concepts ultimately helped DemandJump raise funding, established a foundation for the MVP of their product, and inspired the next 12-18 months of their product roadmap.
DemandJump had concepts that not only expressed their product’s capabilities, but also emphasized its value and potential to the market.
DemandJump is now one of the fastest growing martech companies in Indianapolis, and is paving the way for marketers to not only expand their reach, but do it smarter than ever.
For more on how to effectively create design concepts that fit your needs, check out our guide on evaluating a design concept as a team.
Tips for design concept
Step 1- Identify Hero Screens – Decide what screens will best represent the main goal of your product.
Step 2- Make Concepts Easy To Understand – Someone should be able to look at the concepts with very little other information, and be able to understand what a product does.
Step 3- Don’t Worry About Being Perfect – There’s no way you can possibly know every requirement going into designing a product concept, so just make sure you’re addressing the user’s main problem.
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