CEO & Founder @ Mob. Follow for posts about startups, subscriptions, digital product and cooking.
🤔 For a long time, we didn't understand what our product actually was, or what our users really wanted... 🤔 Since launching Mob in 2016, we have been creating recipes, which our audience could access for free (here - www.mob.co.uk) Then, in 2022, we decided to launch a D2C digital subscription offering. 📲 As a first port of call, we all sat around and discussed the product. We had tonnes of ideas. Things that people had asked for over the years. We had 8 years of insight and feedback, which we began moulding into an MVP of the product. Throughout the course of the conversations, one sentence kept coming up; "We have to give them something more than just recipes." We thought to ourselves - "We have given them thousands of free recipes for years. We have to give them more to warrant a monthly payment." 💴 So, we built a customisable meal planner, allowing users to create their own meal plans. We created a monthly digital magazine called Pinch, to broaden our editorial offering. Users would be able to build collections of their favourite recipes. Once all of this was created, we launched Mob Premium in March of 2023. Post launch, we began surveying our paying subscriber base. We do a quarterly survey, where we ask a host of questions around what users are enjoying, what they would like to see more of, would they recommend to a friend etc. etc. We also started speaking to people. Colleagues. Friends. Family. 🗣 It was in these surveys, and these conversations, that something interesting started becoming very apparent. 📝 Whenever I spoke to people who had Mob Premium, they would, in the most part, say a variation of this one thing: "I love Mob Premium so much, it has the best recipes" The feedback forms were consistent with this also. When asked why they like Mob Premium, users would say: "It's like the Spotify of recipes" "The recipe selection is incredible" "It is the best thing for inspiration" "You have best chefs on the platform" Our users were happily using, and loving, Mob Premium, but it wasn't for the reasons that we thought they would love it. It wasn't the new snazzy features or the digital magazine. It was the recipes, and the chefs that created them. We always knew people loved Mob recipes. And our Mob chefs. What we didn't know is that people would be happy to pay for them. We didn't know that this was a product in and of itself. It was only through getting something live, and speaking to people, that we could build a much clearer picture of what our users really wanted. It was very, very different to what we first thought. Of course, the product will evolve. But we know the core of it now. Our users want the best, tried and tested recipes. Developed by the most trusted chefs. In a smooth, easy-to-access digital product. I wish I had learned this lesson earlier in my journey at Mob. Ship fast. Test. Learn. Iterate. This is key.
Co-founder and CEO at Bo - bo.world - Don't endure the ride; Enjoy it!
9moKISS ! There's a lot to be said in letting the riders tell you what they like about your product