We’ve had the pleasure in working with Oliver Mitchell, our friend and fintech product strategist, who recently arrived back to Australia fresh out of the London fintech scene.
With Oli, we’ve interviewed and surveyed over 500 business owners, freelancers, and entrepreneurs to better understand the challenges they face and have identified that Australians specifically want a better solution that makes it easier and faster to:
- Receive money from their customers
- Manage cash flows, expenses, tax and other reporting obligations
- Access support, products and services, personalised to their needs
Virtual customer discovery and co-design session — Oli Mitchell interviewing Thomas, one of Parpera’s early signups and community members, to better understand his needs as a tradesman and e-commerce business owner.
Having listened to the needs of the Australian business community, we’re developing a digital solution that will initially provide digital wallet, card, payment, and money management capabilities, to help Australian businesses, freelancers, and entrepreneurs improve the way they do business.
Underpinning Parpera’s approach to product design is the Jobs-To-Be-Done (JTBD) framework.
The JTBD is an innovation theory and framework first coined by the late Harvard professor Clayton Christensen in his book, The Innovator’s Dilemma. It describes a model of behaviour by which consumers buy new products to make progress against specific ‘jobs’ in their lives. For instance, a homeowner buys a BBQ so they can bring friends and family together over meals, not because they have an urgent requirement to grill meat!
For Parpera, we view our product development, not in terms of what features we can offer our members (e.g. a debit card, a line of credit, or an overdraft), but what job we are solving for our customers (e.g. ‘maintaining positive cash flow for my business’). The difference is subtle, but important in how we view our development and how we measure the success of our product.
For example, when considering the introduction of an invoicing feature, we started with the job-to-be-done (“Help me receive money from my clients simply and quickly”), before moving to the services which are required to achieve this job (e.g. reconciliation, notifications, in-app invoicing). Only then did we identify the product features required to bring invoicing to life.
We look forward to sharing more on our design journey and to collaborating with you to better understand the jobs you want to be done better and to shape our future product and roadmap.