Situation
At Ingram Micro, a Fortune 500 company, I was a part of the CloudBlue platform division. I managed a portfolio of B2B SaaS, including the Approval Engine for subscription orders for CloudBlue Commerce.
I had to analyse the current state of the product (that was rather an MVP than a full-fledged product) and to understand how to develop it.
Task
I had to:
- Create the product’s vision, mission, strategy, and roadmap,
- Increase revenue from the platform and, thus, profit due to increasing the usage of plugins among the existing providers and attracting new providers.
The key metrics that I was targeting were:
- Profit growth,
- User retention,
- Market growth (growing the number of new providers) and activation (converting these new users to permanent returning users).
Action
I conducted several types of research:
- User research (I conducted 30+ interviews within 11 months with 3+ providers and 10+ resellers),
- Data analysis (in Power BI, Google Analytics),
- Market research,
- Competitor research,
- Trend analysis, etc.
Results
During the analysis, I identified:
- The user scenarios that could have increased the revenue through the platform from the current customers and, thus, profit.
- The key growth areas.
As a result:
- I created the product’s vision, mission, strategy, and roadmap,
- My team and I introduced several user scenarios that:
- Increased retention and stickiness of the CloudBlue platform,
- Increased the provider’s revenue through the platform, which resulted in profit growth by several thousand dollars.
Period
2021
