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When I first joined Papirfly in the summer of 2022, I was welcomed into an exceptional group of people. Through various mergers and acquisitions, we had strategically assembled a dream team with a fantastic group of products. With the new larger company being only a few months old, but with a heritage stretching back more than 20 years, it was the perfect time to create a long-term product vision that would underpin our growth planning.
The Importance of a Strong Product Vision
There are many traits and attributes that differ between successful companies, but one thing that unites those who grow the fastest, offer the best customer experience, and continuously innovate is a strong product vision. With industry-leading products, we had a great starting point.
For example, we had Brand Portal and Brand Hub, both of which will become Point in 2023. These enterprise-grade asset management products include award-winning features that we’re combining to create Place in the next 12 months. In addition, our best-in-class design and production products, which will come together as Produce in the year ahead, help our customers activate their brand.
Furthermore, we offer workflow and approval functionality within the product group, all of which will be relaunched as Plan in the coming months. With these offerings, the Papirfly product suite provides everything marketers need to build, launch, scale, defend, and control their brands. However, we didn’t have it all within one product suite yet, which is why we launched Unification.
Unification: Bringing Everything Together
Unification is our major program to unite and unify the best of everything we’ve ever built into one cohesive product suite. This program, which started at the end of 2022 and will be launched to the market in May 2023, will bring together all of our products’ strengths for the first time.
Previously, customers might have only used one or two products in the past, but with Unification, they’ll be able to access all of them in one enterprise-grade tool. This means one access, one look and feel, and one ecosystem. Additionally, our latest product, deep analytics and capability, will be added to the heart of the joined-up product, launching as Prove simultaneously.
Completing the vision of having one interoperable product suite designed to put the greatest brand management tools at our customers’ fingertips is our integrations bench strength, Plus. Plus is a marketplace of connectors, plug-ins, and integrations, designed to extend the power, flexibility, and scalability of Papirfly.
The Pillars of Our New Product Vision
Power, flexibility, and scalability are the pillars of our new product vision. The newly unified Papirfly product suite offers customers the ability to do everything they need to in one place, move simply and swiftly between different functionalities, and access a product offering that is absolutely greater than the sum of its parts.
The decision to pursue Unification as our strategy became relatively obvious from day one. We already had market-leading products in each of our service areas, so there was no need to focus on fixing broken products or bridging significant innovation gaps. Our primary task was to bring everything together in one family.
Creating a Successful Product Vision
When creating a product vision that works for all of our products, people, and customers, we conducted thorough research. The resulting product vision reflects what our customers need, what our people can build better than anyone else, and where we sit in the market.
To ensure product-market fit, we collaborated with customers through our new customer collaboration platform, worked hand-in-hand with partners, and partnered with industry tone-setters like [industry name] (external link). This multi-pronged approach has resulted in a product vision that anyone at Papirfly can communicate to anyone we work with. Our internal studies show that 99% of Papirfly employees know exactly where the product team is taking our product.
Transparent Communication and Collaboration
We believe that transparent communication and collaboration are crucial for successful product development. Therefore, we have opened up our product development process to involve all of our customers. Our customer idea portal allows customers to provide ideas, thoughts, and feedback.
Moreover, our product center on papirfly.com brings together all of our product assets transparently and simply. This includes release notes, webinars, whitepapers, “how to” videos, “meet the maker” content, and the latest news on our product suite’s evolutions.
Internally, we have implemented a program of product knowledge, education, information, and engagement so that everyone at Papirfly knows everything about our product. This not only ensures that our product vision directly translates to product innovation but also builds a customer experience that we can be proud of. In fact, 99% of Papirfly customers say they would happily recommend us to a friend or colleague.
Our product vision, supported by the Unification program, is guiding us for customer-led growth. With our unified product suite, we are equipped to meet all the needs of our customers in one place. We have created a product vision that not only satisfies our customers’ requirements but also sets us apart in the market. By fostering transparent communication and collaboration, we involve our customers in the product development process and ensure that our products continue to evolve to meet their needs.
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