I’ve been meaning for a while to write about the simple and clever Cake Model for Product Planning, a smart product management methodology by Brandon Schauer of Adaptive Path, a user experience (UX) design firm. The cake model helps launch desirable products as quickly as possible, and in so doing, help customers achieve positive, successful product experiences as quickly as possible as well.
The Adaptive Path Cake Model urges product managers not to try making a big huge honking cake of a product. That requires baking a very a big cake (on its own, rather plain and dry), then adding some filling, and then some frosting. Hopefully your target markets are willing and able to wait for all that, and the finally-completed cake is the flavor, texture, etc. they were expecting.
Instead, product managers should first spec out a cupcake of a product that be made relatively quickly, with a small amount of cake complimented with enough filling and frosting to make people want it – and get value from using it – right away, as is. Users achieve success and a sense of competency with the product now, and eagerly look forward to enhancements. For more on the importance of getting your users past the newbie threshhold with your product to passionate user, check out this classic post – one of my favorites from Karhy Sierra’s Creating Passionate Users blog (archive).
One cupcake product model example that comes to mind is the online to-do app TeuxDeux. Instead of trying to bake the entire cake of “everything” that belongs in a to-do app, TeuxDeux offered up a quick cupcake: a dead-simple online to-do application for people who might find the very wide and deep features of more comprehensive to-do apps like Remember the Milk a bit intimidating. Users raved about TeuxDeux’s highly intuitive “cupcake,” and have since provided over 10,000 enhancement suggestions, culminating in new online features as well as an iPhone version.
Meanwhile, product marketing managers contribute to the success of the cake model through two primary roles:
- Convince your target market segments that your cupcake not only tastes good, but also tastes far better than competitors’ big, plain, dry cake (or their attempts at cupcakes).
- Have, or quickly gain, vertical (industry/field) and/or functional subject matter expertise (SME) to help render your cupcakes particularly flavorful to those market segments.
I think the Cake Model for product management, combined with the above-noted product marketing role, also aligns well with the market segment-driven product strategy of Proficientz, formerly ZigZag Marketing, as recently presented by John Mansour, Managing Partner at Proficientz, to members of the Boston Product Management Association.
Under such a market-driven strategy, product managers are across-the-board experts on the product, setting product priorities based on key market segment growth potential, and product marketers are influential in identifying those key market segments, leveraging SME, and developing effective messaging and marketing strategy for each segment. (A market-driven strategy becomes even more vital when you have a number of products, now managed as a portfolio, in which each product plays a defined role as part of a complete solution for the key market segments).
In turn, such a market-driven (not product-driven) strategy lends itself to the quicker creation of cupcake products, as well as subsequent iterations, building off the initial cupcake to create a small layer cake, then a bigger sheet cake, and perhaps someday a wedding cake.