What features could Rocket Lawyer add to its online incorporation tool to better assist small business owners?

Introduction

To improve Rocket Lawyer's online incorporation tool for small business owners, we need to identify key pain points and develop innovative features that streamline the incorporation process. I'll analyze user segments, explore pain points, generate solutions, and propose metrics to measure success. Let's dive in.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Rocket Lawyer's incorporation tool might be targeting a specific subset of small business owners. Could you help me understand the primary user base and their typical use cases?

Why it matters: Determines the focus of our feature improvements Expected answer: First-time entrepreneurs in various industries Impact on approach: Would prioritize simplicity and education

• Considering user behavior, I'm curious about the current completion rate of the incorporation process. What percentage of users who start the process actually finish it, and at what stages do we see the highest drop-off rates?

Why it matters: Identifies critical points for improvement Expected answer: 60% completion rate, with highest drop-off during document filing Impact on approach: Would focus on streamlining complex steps and providing better guidance

• Regarding product lifecycle, I'm wondering where the incorporation tool stands in terms of market maturity. Are we looking to expand market share, improve retention, or both?

Why it matters: Guides the balance between acquisition and retention features Expected answer: Mature product focusing on retention and differentiation Impact on approach: Would prioritize advanced features and integration with other Rocket Lawyer services

• Considering external factors, how has the competitive landscape evolved recently? Are there any new entrants or significant feature updates from competitors that we should be aware of?

Why it matters: Informs our differentiation strategy Expected answer: Increased competition from tech-savvy startups offering AI-driven solutions Impact on approach: Would explore innovative technologies to maintain a competitive edge