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Beta Test for Product Success
By Matthew Yubas

      A beta test involves trying out your nearly completed product in real situations by representative customers. The beta product has many of the final product’s features and functions but lacks finishing touches. A beta test helps uncover any design flaws before final production, and is a final verification that your product meets your customer’s needs.

     A beta test program can last from one month to many months depending on your product’s complexity and the amount of feedback you want. To determine duration, think about how much time it would take you to fully evaluate your product, then multiply that amount by three to five times! The beta process will take longer than you anticipate.

     To start, I suggest creating a beta test plan that outlines your goals, objectives, timeline, recruitment, and questions you want answered. You’ll need to recruit beta testers as early as possible. Be prepared to spend at least a month to find and recruit candidates. Try recruiting those who already participated in the concept surveys, interviews, and focus groups. In addition, look for new people who are in your target market. As an incentive to participate in beta testing, you can give the commercially available product away for free or at a discount.

Get an Agreement

     In order to clarify the process to the beta testers, you need to create a beta test agreement for them to sign. This agreement will include non-disclosure of confidential information, liability limits, product limitations, feedback requirements, duration, and any incentives you offer.

     The agreement informs beta testers that they are not to discuss the beta test with anyone and not post public messages on the Internet. You must also state that bugs, defects, and errors may occur and that you are not to be held responsible. Ask an attorney to create a beta test agreement. If your budget precludes using an attorney, there are beta test agreements on the Internet that may be of some use. But, I advise you to consult with an attorney for legal advice.

The steps to conduct a beta test are:

1. Create a beta test plan
2. Create a beta test agreement
3. Design the beta product with the key features and functions you want to test
4. Recruit beta candidates
5. Send qualified candidates a beta site agreement
6. Produce your beta product
7. Distribute your beta product
8. Call or email beta customers at the outset to encourage product usage
9. Call or email beta customers weekly with prepared questions to gather feedback
10. At the conclusion, send beta customers a thank-you letter and ask them to fill out a final survey
11. Summarize all feedback
12. Make adjustments to your product as needed

Conclusion

     Regular feedback from your beta customers is crucial. Be prepared to ask specific questions related to installation, usage, clarity of the documentation, and how well the product solves a problem or satisfies a need. You can direct beta testers to fill out a feedback form on your website, or call to discuss the details.

About the Author

     Matthew Yubas is a Certified Professional Marketing Consultant for the Small Business Development and International Trade Center. He has developed products for 20 years as an engineer, product manager, and independent consultant for startups, small business, and Fortune 500 companies. He has launched new products such as software applications, wireless devices, and websites. In addition, he has helped clients in a diverse number of industries that include photography equipment, auto accessories, soy candles, children's clothing, sporting goods, digital art, and home décor. He has earned a B.S. in Engineering and an M.B.A. in Management.