Many SaaS organizations are obsessed with growth.
But sometimes, a key unlock for growth is deprioritizing a particular Job.
There are instances in businesses where a particular Job can cause tension in the product and ultimately, becomes the source of stalled growth.
I’ll illustrate this by sharing a case study on InVideo and how, by deprioritizing advanced features, and focusing on where demand was, growth increased exponentially
Jobs can cause tension and become the source of stalled growth
InVideo had a challenge ahead of them.
Back in 2022 the company had plateaued. Despite attracting a healthy amount of sign-ups every day, it wasn’t translating into the results they knew they could achieve.
Sanket Shah is InVideo’s CEO.
He tells us that back then they had so many different users, some asking for advanced features and others, requesting more basic features. Initially, he and his co-founder believed they had a positioning problem.
“We were building and building, but it got to the point where we didn’t know what we stood for”, Sanket tells us. “Were we using complicated video creation software or easy video creation software? Should we make it more complex or easier? Everyone came to us for simplicity, but when we’d talk to our users, we ended up building a ton of features but it left us thinking where do we stand, what’s our core value?”
Our team at The Re-Wired Group worked with Sanket to get to the bottom of things and understand InVideo’s core consumer behavior.
The analysis from the Jobs to be Done interviews – a key part of extracting a customers’ desired outcome and the progress they want to make – revealed a number of clusters and patterns.
These helped Sanket get the clarity he needed to deliver more demand-side approaches.
Three core Jobs were identified but there was an interesting insight that no-one saw coming.
The Job causing the stall in growth
The third Job that was causing tension in the product and was the source of this stall in growth.
From this work into understand struggling moments, Sanket was able to dig into the advanced user segment and understand why they were using InVideo.
Despite InVideo building advanced features, assuming this would help customers make progress, they realized that users were actually coming to the platform for simplicity.
That’s when Bob and the team recommended deprioritizing that particular JTBD, and doubling down on the others.
This would allow Sanket to focus on the two main Jobs InVideo customers had and de-prioritizing the third.
“Dropping a Job” doesn’t mean you’re leaving money on the table
After looking at the stats, Sanket realized that if they were to drop the third Job, they could lose up to 15-20% of the business.
Let’s be honest, this is a figure many business owners would find really terrifying. However, when you are building advanced features there’s a tendency to scare off your main customer user base.
But when you’re building for everyone, you’re building for no-body.
Dropping the Job paid off the the InVideo team. These are just some of the stats InVideo went onto achieve:
- $0 to $25 million in revenue in 6 months
- Active customers in over 190 countries
- 20 million users on the platform creating
Read the Re-Wired Group and InVideo case study for more stats.
Summary
If your growth has stalled or you’re struggling with which segment or Job to build for, why not get in touch with The Re-Wired Group?
Our product innovation consultancy has helped over 3500 organisations, including SaaS businesses such as Autobooks, Intercom, and Basecamp.