Product Management

Understanding and Responding to Customers

Small businesses don’t have access to the kinds of focus groups, market research, and trend forecasts that big businesses do. That means we have to get creative in our approach to new product development. After a couple launches didn’t go so well, I created and implemented a Go-To-Market Strategy framework at RealCraft for all new product lines. This framework guides every step of new product development from initial ideation, to market and customer research, to prototyping and developing a marketing strategy. As someone obsessed with all things brand, I wanted to create this framework because the product is the most essential manifestation of a brand and its values. I also leveraged existing sales and customer data to analyze current trends—so that we could base new product launches off of what customers were already responding to. As a result, we’ve expanded our product offerings strategically, helping the company grow faster than ever—and giving our customers the products they’ve been searching for.

See examples of products I helped develop below.