B2C PRODUCT RESEARCH. Designing, developing and launching a short term commercial realestate business
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KEY BUSINESS QUESTIONS ANSWERED
* What’s the $ opportunity?
* What pain points are we solving for?
* What audiences do we prioritise?
* Optimal monetisation approach?
“With almost 600,000 Australian businesses renting a short-term commercial space last year alone, there is a clear opportunity to make it easier for Australians to find the solution that’s right for them”
Tracey Fellows, CEO
APPROACH
Mixed method | Multi-stage | 9 month duration
- Qualitative Depth discovery - Market sizing
- New Market customer segmentation
- Competitor analysis - Usage and Attitudes - Pricing Strategy
KEY OUTCOMES
From ‘hack day’ concept to launch in <18 months
- #1 short-term commercial portal within 8 weeks - Income generating from day 1
- Research contribution highly regarded
- Research assets lived on years beyond launch
KEY OUTCOMES
My role: Lead Researcher. Hands on delivery | Senior research leadership | Research and product strategy and vision | Leadership alignment | Executive engagement
External:
Day-to day research agency management
Stakeholders: Senior and Executive Leadership across Product, Strategy, Design and Marketing.
Post launch
Daily standups with c15 product, design and engineering colleagues
Key Results:
5000 spaces signed up >12 months
Nearly 2x increase unique audience MoM
Average 78% new business leads YoY
