Get focused and build a strategy that delights your customers with an amazing product.
We'll help you create a product strategy that's aligned to your future vision and a product roadmap to capture the hearts and minds of your target market.
Being awesome isn’t easy. Knowing exactly who you’re trying serve has to come first. We’ll help you unpack your market, find your sweet spot and identify your customer bullseye.
A sound product strategy needs to be part of a broader plan across the company. If this is a gap, we’ll partner with your team to develop a focused, goal oriented strategic plan oriented around your target customer’s biggest needs and what you do best as a company.
Based on the company strategy, we’ll help you formulate a laser focused product strategy that aims for your biggest market opportunities and delights your customers with an amazing product.
Even with a sound strategy, there’s always the challenge of continuously and intelligently prioritizing opportunities to drive the highest customer value. We’ll partner with you to develop the frameworks and processes for creating and maintaining a high impact product roadmap.
In 2018, iContact found itself at a crossroads. Started in 2006, in the early days of email marketing, iContact had since gone through several different chapters; from being a heavily funded and successful start-up darling to subsequent acquisitions by several public and private equity companies. Through this journey, the strong brand it had built over the years was resilient but the product had lost its edge in an ever changing landscape of email marketing competition. With a customer base spread broadly across different companies and industries, the path to distinction and renewed success was unclear.
Partnering directly with the CEO and existing product team, the first question we asked was "who is the perfect customer for iContact"? To get an answer, we started to analyze the existing customer base to understand success factors such as NPS, sales and churn rates, as well as the different types of businesses and industries that were most prevalent as customers. We also conducted discovery across the organization to get a better qualitative understanding of the types of customers that were most successful. From this research, we were able to establish a target market and customer profile that made sense for the company.
With a customer focus in place, we worked with their team to formulate a supporting product strategy that leveraged the core competencies of iContact, provided differentiation from the competition and also addressed the most pressing needs of the target customer.
Once we landed on an achievable product strategy, we worked with their product and engineering teams to operationalize the strategy through a fresh set of contemporary product management practices used to drive roadmap updates, market validation, design, execution, GTM delivery and success measurement.
As traction picked up on the new strategy and processes, SurgePath continued to stay engaged with iContact to provide ongoing coaching and product leadership to keep the momentum going.
The renewed focus and subsequent product strategy that SurgePath spearheaded for iContact helped pave the way for an acquisition by J2 Global in 2019, where iContact now serves as the anchor brand in their marketing technology portfolio.
"SurgePath brings to bear a set of skills, experience and attitude that are enormously beneficial and have been a welcome addition to our product management and strategy disciplines. I can confidently say that our product is in a far better place with SurgePath than it would have been otherwise."
- Chuck Jaynes, Director of Engineering at iContact
On the surface, the concept of focus is super simple and makes total sense. I think you’d be hard pressed to find anyone with a little bit of business experience...
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We've had success with some great SaaS companies. We have a passion for helping more.
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