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Xobni: Our Path from 'Wrong Product' to Killer App

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Editor’s Note: This post is the second in a three-part series authored by Xobni’s VP of engineering, Gabor Cselle. Read a longer version (co-written with Marie C. Baca ) on Cselle’s blog starting Monday.

I run product development at Xobni, maker of an email application that helps you organize your Outlook inbox. My co-founders and I were fortunate to get seed funding from Y Combinator in the summer of 2006, and I now often speak with entrepreneurs that are applying to the incubator. And when I do, I give them this advice: The most important decisions are the ones you make in the beginning of the process, such as what product to build, and what market to serve. These will determine whether you’re headed for failure or a multimillion-dollar exit.

Xobni was extremely lucky in that even though we initially built the wrong product, we were always focused on our product-market fit. This helped us quickly correct our course, and eventually produce a product that is making Microsoft drool. I’ll explain how we turned it around.

The Wrong Product
Our initial product offering was a program called Xobni Analytics, an Outlook plug-in that analyzed email traffic in the same way that Google Analytics analyzes traffic on your web site. The plan was to sell this software to corporations, enabling managers to remotely monitor employee email productivity. We soon discovered why this model was a bad idea, however: Employees might feel like they were being spied upon.

But Xobni Analytics was the wrong product to build for another, more important, reason: It wasn’t a sticky application, one that tempted users to come back again and again. But when we presented the data in a sidebar it was completely different; it allowed us to display numerous features beyond just the analytics, like users’ contacts and current communication threads, or documents they’ve recently exchanged with one other. This added even more value for the user. Plus, the sidebar sits right next to the inbox, so users are exposed to it for the two hours they spend (on average) in Outlook every day.

So we incorporated what we learned into the product we have today. Xobni is successful now because it provides focused information about people, (see second graphic, below), not just statistics.

The founders’ lesson: Remember that you are serving an audience of individuals who need simple solutions to their everyday problems.

The Right Market
Unlike the initial problems with product development, Xobni made the right decision early on to target the Outlook market. There are 350 million to 400 million Outlook users out there and yet there is also major dissatisfaction with the program.

After Outlook, people most often requested that we build Xobni for Gmail and Apple’s However, both of those clients have much lower “pain points” than Outlook, and Outlook users are more likely to have business credit cards they can use to buy software.

Good Looks
Here are some mockups of how we originally wanted Xobni to look. The mockup on the right was our original choice. It blends nicely into Outlook, almost as if Xobni was built into it from the start. We created the third one almost as a joke, to show how the sidebar would look if we used a funky color palate.

We decided to go with the bright, saturated colors on the left, because we believed it would have the following effect: Jack would walk by Jane’s desk, and see a bright blob on the right side of her Outlook screen, and he would blurt out: “What the heck is that?” Jane would have to explain Xobni and what it does, and Jack would probably install it once back at his desk.

Xobni’s major differentiator is our software architecture. We don’t do the easy thing, but the right thing. For example, the data layer in Xobni is a platform for communications data in general, not just emails in Outlook. We can easily build new applications and build integrations into other email clients, as these leaked screenshots illustrate.

The Launch
How do you know when you’re ready to launch? That’s what I asked Gmail creator Paul Buchheit two months before our launch date. At the time, Paul was pretty skeptical, but he inspired us with an idea he later repeated:

“…find 100 happy users and then go for it.”
–Paul Buchheit, at Y Combinator’s Startup School 2008.

So we added the Are You Happy? box to the sidebar, and listened closely to customers via our support team.

The result? Let’s just say that since we launched on May 5, we’ve built a very popular product that we think users truly love.

28 Responses to “Xobni: Our Path from 'Wrong Product' to Killer App”

  1. I had installed Xobni. Kind of liked it but it killed Outlook.. It would take several minutes to start outlook and caused it to drag and this is on a dual core laptop. I gave up and uninstalled it. BUT your uninstall did not uninstall the xobni service.

  2. Another way to add value to your Outlook is to access trough it to others platforms like Google.

    We just launched KiGoo, a free tool that allows Google users to fully manage (create, read, update and delete) their Calendar and Contacts from MS Outlook.

    Also KiGoo manage the Free Busy information of your Gmail contacts for appointments if they shared their FB status.

    Currently we support Windows XP and office 2007.

  3. I installed Xobni and really enjoyed it, its search features are vastly superior to outlook, it organized email in to small chunks of data after a search so an ADD person like me can find stuff very very efficiently.

    I loved Xobni and would love to keep using it, however I switched to Gmail after years of outlook due to bloated software and limited resources on my PC.

    The only thing I miss about outlook right now is xobni and all these folks here talking about how it missed the market and is not a success because of colors? What a joke! Some of you seem to even note that you are marketing consultants? This is the exact type myopic perspective that have caused email in general to fall into a place of discomfort.

    Colors do not make or break an app when its clearly in BETA form… all xobni would have to do is ad some level of a color picker and your so-called “marketing failure” is over. Commenting on what is a good or bad design idea is perfectly acceptable, but assuming it to be a failure due to such a small fix is foolish and shortsighted.

    As far as those people who complained that Xobni offers absolutely 0 help in outlook, have you gone mad? Outlook needs something like this.. with 150,000 emails stored in my outlook searching and organizing conversations and files through outlook’s native search function is next to useless.

    Bottom line here is that when a person like Bill Gates looks at a product and says it is a good one.. it probably is.

    ..minus of course vista :)
    (just kidding)
    (ok not really)

    I agree with Bill Gates and everyone else that has a smidge of vision here and encourage Xobni to continue this direction. I believe in this product and want to see more in the way of development for outlook and also future projects toward gmail and possibly firefox addons.


  4. Peter

    @Gabor. Kudos to you and every entrepreneur who sticks his neck out and takes the risk to actually create something and introduce it into the world. I wonder how many of these commenters have any sense of what it takes, or the courage to try themselves.

  5. This is Gabor, I’m the author of the original article.

    Thanks for all the comments, even for those people that had a negative experience with Xobni. You guys have helped us improve the product every single day since we started working on it, and we’re continuing to improve it, add new features, and rid it of bugs.

    One misunderstanding comes from the title of the article. My original title was “Xobni’s Journey to Building the Right Product” and it was meant to illustrate how we realized and corrected our mistakes. The title got changed to a phrasing that implied that we built a killer app, and are done with it. Xobni is very useful for people who deal with a large amount of email and want fast search and people-based navigation. It’s not for everyone, and we’re still improving it.

  6. I saw ppl using it and I don’t like it myself. Why you call it successful?

    it wasted the screen space and tells me nothing useful. I dont need to know who I emailed most… the more i email to, doesn’t mean I care.

  7. bbqblogger

    I can’t help but agree with most of the posts above. I uninstalled xobni after a week because beyond its novelty factor there isn’t much value in the analytics it provides. Would I ever change my relationship with someone because they made it to my top 10 in email traffic? I think not. Worst of all it made outlook even slower which is a larger pain issue for anyone using IMAP. So instead of solving my pain problem they increased it. Great technology and execution, not sold on how it solves problems or how they will make money.

  8. I was quite impressed by the Xobni and installed the outloook plugin after waiting for something around 2 months. However strangely after installation I hardly felt the need to use Xobni!

    Really I did not get what value Xobni was bring on. The Search is marginally better than outlook. Email categorization per person was actually not useful! in an office lot of people discuss about a single subject, I think grouping emails based on the subject would have been a better choice. Meeting invitation is actually silly. Also it would be great to be able to right click on a contact and invite him to chat – with any messenger.

  9. Billy

    Come on, Xobni is a joke. These guys never got off the wrong product. They still have the analytics crap in there and it is worthless.

  10. hi,

    A product won’t sell if it requires to create a new login/id. People
    don’t have patience to create new id always.
    I think a firefox extension would be much better.

  11. Janusz

    I like the article – but not the product. Two very true things:
    1/ even if you have a wrong product at start you can still be a success if you realize that quickly
    2/ the part about bright colors in Outlook – that was how it spread out in our Office as well. That’s a very good marketing strategy for any product that focus on employees.

    Otherwise, I have to agree with other commenters. I still haven’t figured out why Xobni is useful. It has a big potential of e.g. fixing search in Outlook – which with my big inbox and deleted items is very large and slow search. Xobni searches it fast but it misses things. That’s why I stopped using it.

  12. I’m not sure I’d declare success just yet. Like some of the other posters, I uninstalled Xobni after a few weeks. I was mostly interested in improved search and didn’t find it with Xobni. The other features didn’t provide much value and I, too, was turned off my the bright color scheme.

  13. Apparently (according to the comments above) they didn’t really listen to their customers, but it’s totally understandable,you can’t always give people what they want, BUT why didn’t they just a setting that changes the colors? Is it a feature they want to keep to the next version? And about the “customers” – are they selling anything? Are there even any ads? (i know that would kill the whole thing) But how are they planning to get the money, except that list of investors? Is it going to be just another thing that makes no money? And am i the only one seeing that websites like gigaom should promote software and services that has a real business plan (of course xobni has a business plan,which is very very good – but you get the point) instead of the ones that just keep pumping gas to the “balloon”s, and already has lots of investors?

  14. Menlo Park

    I think it is much too early to declare success. I tried the product for a week and found it had too little utility for the required screen real estate. I don’t know anyone who relies on the product (i.e. is an essential service). I think if it was less intrusive, then I might continue to use it. The inability to configure the tool’s position and the enabled features is an issue. There are other ways to make the tool viral than have it be quite so intrusive.

  15. I installed Xobni, but the odd colors made me uninstall it. I dont like attracting eye balls to my monitor while I am working.

    Xobni might be a nice product but just putting bright colors for marketing purposes is a very very wrong strategy. If the product is really good and useful, people will automatically spread the word. Atleast I do all the time.


  16. SimonSays

    I tried it and did not like it at all. It slowed Outlook down so much that it was almost unusable and my right reading pane was rendered useless. NEXT!

  17. Abdullah Anwar

    Xobni is a great idea. It has great potential and an excellent management team in place. They have done a remarkable job targeting and listening to customers.

  18. Ramon Zarate

    Good capture. Xobni team has done a good job of identifying thier target market and willingness to listen and alter thier product to fit the market needs. Clearly, Gmail is not thier target market…

    Picking a huge market and showing up to the party, affords another benefit- Even if you miss the mark in Product Strategy 1.0 , you gain invaluable insight/ approach to Product Strategy 2.0 and path forward.

    Oracle 1.0 was a disaster but..they nailed SQL market in subsequent version.

  19. Mark H

    Xobni — Let me just say this, I tried your product and uninstalled after a few days because it added no value at all, totally useless.
    If guys didn’t know, Microsoft has had a similar plug-in in works last year, that does this and a lot more – it’s a social networking plug-in as well. So, you guys missed the boat, MSFT didn’t need you at all.

  20. I tried Xobni and did not like it at all. Google desktop search serves me much better. I was more interested in search and the bright colors also had a negative effect on me. I work for myself not for others to see on my desktop.