Guide for Launching Your Next Big Idea

Paul Boag

Paul Boag

2 hours, 55 minutes CC
Guide for Launching Your Next Big Idea

Course Description

Give your startup a greater chance of success by nailing down the essential pieces up front. Validate your idea by conducting a competitive analysis and identifying your audience. Craft a minimal viable product (MVP) using top task analysis and prototyping. Launch with an optimized landing page and gain momentum by iterating through user testing and feedback!

This course and others like it are available as part of our Frontend Masters video subscription.


Course Details

Published: May 30, 2024


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Table of Contents


Section Duration: 15 minutes
  • Introduction
    Paul Boag begins the course by describing his experience helping small, medium, and large clients with conversion optimization and marketing. He also explains the common reasons why Software-as-a-Service (SaaS) apps fail.

Review the Market

Section Duration: 1 hour
  • Review the Market
    Paul discusses the importance of market research. The process includes broadly defining your niche in the market to determine your particular audience for the type of app or product you are creating. Targeting too broad of an audience requires a more substantial marketing effort and reduces the likelihood of success.
  • Finding Competitors
    Paul explains why identifying competitors and testing competitor products is beneficial early in the process. Assessing features, usability, and customer support will give you a better understanding of what you are up against. Analyzing the reach of the competition also provides insight into the type of investment required to establish yourself in the market.
  • Analyzing Competitors
    Paul digs deeper into the competitive analysis. Identifying the core offerings, unique features, and platform integrations helps better understand how much overlap exists between products and any key differentiators. Market position and strategy are other important data points in competitive analysis.
  • Company Health
    Paul recommends establishing the health of competitors to help determine their longevity. Health factors include innovation, technology choices, reliability, and privacy. Spotting feature, experience, or audience gaps can also identify vulnerabilities in a company.
  • Product Differentiation & Pricing
    Paul explains the different ways in which a product can differentiate itself from the competition. Solving an unaddressed problem or enhancing existing features are two key strategies. Pricing models are also introduced. Using subscriptions, one-offs, add-ons, or free pricing models will depend on the product/service offering and the business plan.
  • B2B, Community, & Branding
    Paul spends some time discussing differentiation related to B2B and B2C audiences. B2B differentiation can happen across verticals, sizes, and regions. B2C differentiation may include a focus on interests, demographics, and regions. Building a community around a product and product branding is also discussed in this lesson.

Understand Your Audience

Section Duration: 28 minutes

MVPs & Prototypes

Section Duration: 20 minutes
  • The Purpose of an MVP
    Paul explains the importance of producing a minimum viable product (MVP) because it defines the initial scope, reduces costs, and aids in marketing to your target audience. After brainstorming the possible tasks of an MVP, top task analysis can help identify the most crucial tasks users aim to achieve and streamline the design and development of the MVP.
  • Top Task Analysis & Prototyping
    Paul dives deeper into the top task analysis process. Survey tools like PollUnit help quickly gather feedback for prioritizing tasks. Prototyping is also essential for ensuring the audience understands the product and its value.

Test Campaigns

Section Duration: 45 minutes
  • Running a Test Campaign
    Paul explains that test campaigns ensure a plan is in place for driving leads and give you sample conversion rates based on pricing.
  • Defining Success
    Paul reviews a few test campaign scenarios. The scenarios include calls to action for staying informed, joining a waiting list, and taking pre-orders.
  • Set Your Price
    Paul outlines the pricing options available and shares the benefits and challenges for each. The pricing models include freemium, subscription, usage-based, per-user, and feature-based.
  • Build Your Landing Page
    Paul shares the process of creating a high-converting landing page for your product. The page should include no more than two calls to action. Designing content blocks to highlight features and addressing common objections can help answer questions for the potential audience. Paul also outlines an ideal page flow with a summary, call to action, social proof, and benefits.
  • Drive Traffic
    Paul discusses ways to drive traffic to your landing page. Engaging with the community, guest blogging, podcasts, and social media are mediums where you can push out content. Paying for sponsored posts or advertising can also raise awareness and increase traffic.
  • Nurture Your Audience
    Paul encourages creating a campaign to stay connected and nurture the relationship between you and your potential customers. Communicating regularly keeps the audience engaged and leads to a higher conversion rate as the product is released.

Wrapping Up

Section Duration: 4 minutes
  • Wrapping Up
    Paul wraps up the course by answering a few questions about building multiple landing pages, strategies for finding clients, and concerns over ideas being copied when they are presented during user testing.

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