10 Tips for Creating Enterprise-Level Products

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The internet has seen rapid growth for over a decade, evolving from portals, BBS, instant messaging to e-commerce and O2O. The essence of the internet is connection. So far, it has seamlessly connected people to people, people to goods, and people to information. Given this background, many wonder if the enterprise software market is saturated, or if potential customers have become numb, unwilling to invest in disappointment and reluctant to pay substantial fees for product maintenance or customization.

The challenges faced by ToB (business-to-business) products have numerous reasons behind them, which we won't delve into here. Nevertheless, effective product management can significantly improve the current state. But before we proceed, let's clarify what enterprise-level software is. I believe two key criteria define it: the target audience and the software's nature.

First, enterprise-level software primarily targets businesses, not individual consumers. By "business," I exclude small studios, home offices, and other small enterprises, as these are better suited for the consumer market rather than the enterprise market. When I refer to enterprises, I mean mid-sized companies and larger corporations, such as Fortune 500 companies.

Second, enterprise-level software includes enterprise foundational software (e.g., security software, system management software, communication software) and enterprise application software (e.g., marketing automation software, customer relationship management software, enterprise resource planning software).

With these two criteria in mind, this article will introduce ten key points for creating enterprise-level products.

1. Usability is Paramount

Imagine a scenario where the buyers of your software are also the end-users, similar to ToC (business-to-consumer) products. In such a scenario, the enterprise software market might be different. However, the reality is different. Most actual users of enterprise software don't directly participate in the procurement process. They spend their days using these poorly designed software products to make purchases, handle payments, or provide customer service. Alan Cooper's book "The Inmates Are Running the Asylum" accurately describes the state of enterprise software. Rarely do companies invest in interaction design, visual design, and usability testing when developing such software, resulting in abysmal products. Even if these products manage to sell, they won't command a high price, and they certainly won't enhance productivity.

2. Functionality Should Work as Expected

Most enterprise products are either unusable or require significant time and resources to patch before functioning as intended. This indicates issues with the testing phase. As a product manager, ensuring that the product operates as designed and serves business needs is your fundamental responsibility.

3. Avoid Special Cases

It's essential to adhere to principles and resist temptations. Developing products that cater to the broadest user base should always be the primary goal. Consider an extreme scenario: the marketing department brings a customer willing to provide ample funding if you add five specific features to your product. At this point, you might hesitate because agreeing to such requests could turn you into a custom software vendor, limiting the widespread application of your product. Worse still, the customer might not be satisfied with the added features upon receiving the product.

4. Define Typical Users

While many customers may not articulate their product requirements, they can significantly help shape them. Select approximately six exceptional target users as typical users to collaborate with the development team. They should validate product designs, answer questions, and test the software. If the product meets their needs, they will be eager to recommend it. So, before launching, ensure these six users are satisfied.

5. Address Sales Channel Needs

Designing the product based on the requirements of your sales and distribution channels is crucial. Different channels have different demands, and you need to provide value at each stage of the distribution chain. For instance:

• If you sell through system integrators, your product must consider their needs.
• If you sell through value-added resellers, you should understand that they have a wide product range and limited resources. Ensure that your product does not consume too much of their time.

Irrespective of the channels, make sure you've got the right licenses and permits to sell your products. For these, you can work with business formation companies like Inc Authority. Here's an Inc Authority review by GovDocFiling to help you determine if it's the right choice for you to get business licenses.

6. Customer and User Needs

Many enterprise software products are designed based on the requirements of the individuals purchasing the product. The product team often incorporates their suggestions because, in the end, it is their approval that determines the product's success. However, as mentioned earlier, their needs do not necessarily align with the needs of the end users, such as different types of end-users, system administrators, and company management.

7. Simplify Product Installation

Cumbersome software installations can deter sales. Generally, successful software can be installed within minutes or even seconds. However, enterprise-level products often perform poorly in this regard. Software companies assume that professional system administrators will handle installations, even if they are time-consuming. This approach increases a company's time and economic costs.

8. Configuration, Customization, and Integration

Enterprises expect their significant software investments to run smoothly, be compatible with other tools, and work collaboratively. This requirement has given rise to a vast professional services industry. While offering software professional services is acceptable, software companies should also improve product configuration, customization, and integration capabilities.

9. Product Upgrades

Upgrading enterprise-level software has always been a headache. Software companies may view this as good news, but customers have their own businesses and do not want to waste valuable time and resources on software upgrades. If issues arise during installation or complex data migration is required, customers become frustrated. In contrast, consumer software developers have long recognized this and simplified upgrade technologies and processes. Enterprise software should learn from this.

10. Sales Strategy

For years, enterprise software sales depended on the personal skills and charisma of salespeople. Product sales were primarily determined by the relationships between sales representatives and clients, regardless of the product's quality. While relationship marketing remains vital, the advent of the internet has changed how products are selected and evaluated. Software companies should fully leverage this new sales approach.

At The End

In conclusion, creating successful enterprise-level products involves addressing usability, functionality, and the unique needs of both customers and users, as well as the nuances of different sales channels. Simplifying installation, improving configuration, customization, and integration, and streamlining product upgrades are also essential. Finally, embracing modern sales strategies is crucial in today's evolving business landscape.