Product Manager Application: 

Jamie Evans

What is this document?

The goal was to give an extra dimension to Wednesday's interview if needed, whilst adding an insight into my thinking about what I'd enjoy building if given the opportunity at Dojo. The process led me to make large assumptions about the technical scope, customer problems, and the long term vision for the company, so do take it all with a pinch of salt.

Below are 3 products and/or features that may be on the Dojo radar. They are directly related to optimising Dojo's B2B customers revenue and providing more insights so each customer can make smarter decisions for their company. I have outlined each feature, it's place within Dojo's vision, it's impact on customers, as well as any implementation constraints or value each respective one may offer.

Dynamic Pricing

 

What is it?

Dojo's dynamic pricing feature would scan previous and current demand for a given customer's product or service, aggregate the demand for these products, pinpoint potential times of the year, month, week or day whereby the price could be amended up or down manually, and then (with enough data) automate 1%-5%-10% fluctuations in their pricing offered. Our initial output would be to flag high revenue periods where prices may be too low for the demand, whilst also highlighting ebbs in demand that would suggest a lower price point to entice new customers in store, or online to purchase.

Dynamic pricing's key aim is to use large amounts of data to automate the optimisation of revenue into the company. Companies that are afraid of 'playing' with pricing too much, or don't have the man power to efficiently scan and pick out a correct price point manually, would be given the insight to at least understand they have room to better optimise.

 

What dynamic pricing offers is a way for Dojo customers to experiment with their prices (directed at a targeted group of their current or potential customers) to find the sweet-point - giving more 'real-time' information to optimise the revenue from their product or service. Obviously, at this point (I assume) Dojo does not allow customers to setup or track individual product or service specific payments - if this is the case then simply scanning the rate of payments into the Dojo platform (across a set time period) would be the initial metric to track change in demand.

How does it fit Dojo's vision?

 

Vision: A secure digital payments ecosystem that is an all-in-one solution to helping customers focus on scale and growth

  • Efficient tool to help optimise pricing as scale and demand fluctuates across weeks, months, and years.

  • Aggregates large amounts of data into accessible and easy to action revenue optimisation. 

  • An extra tool that is integrated seamlessly into Dojo's extensive digital platform.

How does it help Dojo's customers?

 

Example User Case:

"As a store owner,

I want to see if certain products are in higher demand and then automatically edit the prices to suit demand,

So I can ensure I am optimising the revenue I receive at all times of the year"

  • Dojo's customers are businesses often at varying crossroads when 'finding' the target price for products/service.

  • New launches and early businesses need to be focused on revenue and experimentation. Dynamic pricing creates one less task.

  • Dojo is able to scan data faster than any of it's customers can and then suggest a price, or automatically optimise the price without them lifting a finger.

Implementation

 

Constraints:

  • "How automated" can we go? Customers may have concerns about the aggressiveness of pricing changes.

  • Are there P2P encryption challenges around changing the item/service price, and then processing payments in real-time?

  • Dojo may not offer the ability to setup and track individual products or services yet.

Value:

  • Adds a further layer of optimisation on top of Dojo's suite.

  • Allows Dojo to attract customers looking exclusively for experimentation integrated within their payments and POS checkout.

  • Actions a new layer of data for Dojo customers, enhancing the relationship with them and increasing Dojo's 'moat' to the competition.

Dojo Insights

 

What is it?

Dojo aggregates it's customers payments, time-based recurring revenue (and) the Dynamic Pricing feature to project the forward revenue progress of the customer. Initially, once enough legacy data has passed through the model, Dojo would display projections for year-to-year and quarter-to-quarter at their current revenue rate, considering how their customer demand and retention grows. This can then be scaled into a more fluid projection when we integrate the dynamic pricing data - providing a projection for future revenue based on past recurring revenue and the small % changes that are made throughout the year to their product or service prices.

The Insights system is configurable by the customer and their needs. They are able to set how 'aggressive' the projections are, have the freedom to include more metrics (customer retention rate, marketing budget adjustments, and various other data points), and eventually create visual graphs of future growth that can be downloaded and used during audit or compliance processes within their individual company.

How does it fit Dojo's vision?

  • Provides transparency to projections, with accurate up-to-date data, that can be tailored to their specific needs.

  • Once again it can aggregate large amounts of data into an accessible and easy to action revenue projection. 

  • Makes the payment data they receive 'work harder' to help them visualise the long term success of their company.

How does it help Dojo's customers?

"As a store owner,

I want to see if my customer growth and increased revenue over Christmas will continue over the next 12 months,

So I can ensure my pricing and respective marketing remains optimised."

  • Especially useful for new launches and Start-Ups that need dynamic revenue projections when raising investment or closing new suppliers.

  • Customers scaling up their store or service need as much information as possible to leverage their decision making about long term strategy.

  • Provides them with a clear, positive feedback loop back to the impact Dojo is having, and will have, on their company.

Implementation

 

Constraints:

  • Do we need 6 months of live data to produce a projection? Or can we use legacy payment data from the customer's payments history?

  • This is not a guarantee of revenue delivery. Do we integrate a safety margin of 10% to manage customer expectations?

  • Do we factor in variations (such as tax rate fluctuations) for customers?

Value:

  • Unique "post-revenue" value, that can help track future revenue delivery.

  • Another customer touchpoint that adds to the Dojo suite.

  • Increases the B2B moat by proactively turning customer data into more valuable insights.

Why Cazoo

Firstly I love cars. Secondly and maybe more importantly, Cazoo is a place where I will be challenged. Big ideas are clearly encouraged and actioned and I envisage a space to learn everyday from people better than myself. As a company, Cazoo is leading the charge in seamless car buying - it's ongoing deep integrations with delivery, finance options and in my opinion sector leading marketplace allows people to take control of how they buy there prized car, giving more confidence in the finances and peace of mind in the cars reliability, to stay one step ahead of an ever more unstable economic outlook.

 

Furthermore, I am intrigued to see the wider product strategy as Cazoo looks to potentially add more social finance features - the tribal relationships between people and their cars is the future of connecting an end-to-end digital automotive economy, and I want to be on that frontier. The chance to align with the companies vision, push it and myself beyond boundaries is not only exciting but would be vital in a place to work, create and grow.