ProtoPie · Customer Discovery Case Study 30% advanced to product demos, 11% interested rate.
- Industry
- Design Tools
- Engagement
- Customer Discovery
The CEO of ProtoPie, a high fidelity prototyping tool based in South Korea, was seeking to engage Design and Product executives within the North American market to understand (a) their handoff process (b) how prototypes are used to test and validate ideas (c) how hardware prototyping is handled. At ProtoPie, they are re-defining what a ‘high fidelity prototype’ means in terms of functionality and connectivity for product teams. With the ability to conduct device to device interactions, connect to sensors and hardware, and store variables inside the prototype, ProtoPie is building the next generation prototyping tool that will make building one, as easy as pie. 🥧
The Challenge
The leadership team of ProtoPie was challenged to find the process to convert individual user accounts into an enterprise license. The entire prototyping industry is very fragmented with tools like Invision, Framer, and Marvell dominating the North American market. Traditionally, ProtoPie has been able to sell from the bottom up with organizations like Microsoft and Google. By engaging JJELLYFISH, ProtoPie wanted to test selling from the top down, targeting Directors and VPs of Design and Product.
The Solution
JJELLYFISH deployed their team for 90 days as an extension of the ProtoPie team based in the United States. In that short period of time, JJELLYFISH developed and executed:
Repeatable, outbound strategy proven to generate meetings with senior product and design executives
Discovery process to collect evidence and generate insight to inform sales & market expansion decisions
Within the Customer Discovery process, three commercial assumptions were tested to inform ProtoPie’s best-fit customer segment and related value proposition. Additionally, outbound conversion rates, and several key datapoints were measured closely to predict the viability of future success as the outbound method continues to be refined.
The Results
The JJELLYFISH team was successful in finding, contacting, and securing conversations with senior product and design leaders at some of the most notable and prestigious companies in North America. After significant learnings about team structure, priorities, and perspective of these product and design leaders, JJELLYFISH has built the foundation of ProtoPie’s North American outbound sales strategy.
In addition to the 10 discovery meetings with sought after product and design leaders, ProtoPie was able to advance 3 of those meetings to a product demo, and secure several trial accounts. Moving forward from the engagement, ProtoPie is now empowered with a repeatable process, refined ICP, and equipped with the conversational and tactical tools to have success through outbound sales.
