{"id":620,"date":"2012-03-30T16:56:44","date_gmt":"2012-03-30T16:56:44","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=620"},"modified":"2020-07-30T13:04:23","modified_gmt":"2020-07-30T12:04:23","slug":"running-closed-betas-which-users-and-how-long","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/running-closed-betas-which-users-and-how-long\/","title":{"rendered":"Running Closed Betas: Which Users, and How Long?"},"content":{"rendered":"<p class=\"opening_paragraph\">A closed beta is an excellent feedback loop. It lets you see what works well in your application, and it helps you understand the jobs your customers are trying to do. However\u2014like any system\u2014if you put garbage in, you get garbage out. Your beta users and their feedback are massively influential, so picking users at random isn&#8217;t wise, as it can lead to a one-size-fits-none product.<\/p>\n<p><!--more--><\/p>\n<h2 id=\"beta-users-must-be-focused\">Beta users must be focused<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/03\/UnfocussedFeedback.jpg\" alt=\"\" \/><\/div>\n<p>Your beta users must be a focused group of potential customers experiencing the same problem, or the same set of problems. If this isn&#8217;t the case then inevitably one of two things will happen:<\/p>\n<ul>\n<li><strong>Unhappy customers:<\/strong> You only pay attention to feedback from certain customers, meaning your product will get mixed reviews. A large number of your beta customers use your product for the wrong reasons, and they&#8217;ll feel like you&#8217;re ignoring their requests.<\/li>\n<li><strong>One-size-fits-none:<\/strong> You attempt to keep everyone happy and build the sum of all total features. A collection of under-developed features to meet the idle daydreams of a user base. A Swiss Army knife.<\/li>\n<\/ul>\n<h2 id=\"beta-users-will-guide-you-toward-an-mvp\">Beta users will guide you toward an MVP<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/03\/BetaGraph.jpg\" alt=\"\" \/><\/div>\n<p>As you map out all of the areas that could benefit from further iterations (spoiler: usually all of them), you&#8217;ll realize you need guidance on where to focus. This is where beta users come in. If your possible features are a map then your users are your compass. Best make sure they&#8217;re all pointing the same direction.<\/p>\n<h2 id=\"but-they-wont-tell-you-when-youre-done\">But they won&#8217;t tell you when you&#8217;re done<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/03\/RandsIterate.jpg\" alt=\"\" \/><\/div>\n<p>Early adopters desire the new functionality you claim to provide. They are willing to accept instability, poor usability, limited integrations and other faults just to gain this new technology.<\/p>\n<p>Their tolerance and enthusiasm is a double-edged sword. New\u2014but incomplete\u2014features will be welcomed with open arms, always. The nature of early adopters means they&#8217;ll never press you for polish or finesse, and will always be excited by new features regardless of the state.<\/p>\n<p>In my experience, there are only two ways you leave beta.<\/p>\n<h2 id=\"exit-via-scope-a-defined-feature-set\">Exit via scope: a defined feature set<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/03\/JobsQuote.jpg\" alt=\"\" \/><\/div>\n<p>At some point in beta you decide &#8220;We&#8217;re launching with these 3 features&#8221;, or in <a href=\"https:\/\/www.intercom.com\/blog\/when-personas-fail-you\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jobs To Be Done<\/a> speak, &#8220;Users should hire our product to do the following three jobs&#8221;. Along with a closed scope, you should maintain a quality level. For some apps that might be &#8220;stunning visual design on all screens&#8221;, for other apps it could be simply &#8220;clear and usable&#8221;. Ryan Singer has good advice on <a href=\"http:\/\/feltpresence.com\/articles\/9-what-happens-to-user-experience-in-a-minimum-viable-product\">maintaining a good user experience while searching for an MVP<\/a>.<\/p>\n<h2 id=\"exit-via-time-an-unmissable-deadline\">Exit via time: an unmissable deadline<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/03\/SNLQuote.jpg\" alt=\"\" \/><\/div>\n<p>Events such as SXSW, Demo Day, Disrupt, etc. provide start-ups with a compelling event. If they have a live, open, web application they can capitalize on the traffic they will draw. If they fail, they will receive thousands of visitors, most of whom leave, often never to return (see <a href=\"https:\/\/www.intercom.com\/blog\/what-you-should-know-about-private-betas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Here&#8217;s what you should know about private betas<\/a>). There is a danger here of shipping junk on time. Deadlines you can&#8217;t afford to miss can leave you with products you can&#8217;t afford to ship.<\/p>\n<p>What about exit via budget? This is like testing out a car&#8217;s brakes by speeding towards a wall. Design and development continue well after launch, not to mention new costs such as advertising, support, etc.<\/p>\n<p>Launching your product because you&#8217;re almost out of money isn&#8217;t a strategy, it&#8217;s a death knell. You don&#8217;t want to hear it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A closed beta is an excellent feedback loop. It lets you see what works well in your application, and it helps you understand the jobs your customers are trying to do. However\u2014like any system\u2014if you put&hellip;<\/p>\n","protected":false},"author":5,"featured_media":633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[26,62,144,151],"coauthors":[348],"class_list":["post-620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-jobs-to-be-done","tag-product-management","tag-research","tag-startups-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Running Closed Betas: Which Users, and How Long? - The Intercom Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/running-closed-betas-which-users-and-how-long\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Running Closed Betas: Which Users, and How Long?\" \/>\n<meta property=\"og:description\" content=\"A closed beta is an excellent feedback loop. It lets you see what works well in your application, and it helps you understand the jobs your customers are trying to do. 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