Empowering Local Tech Startups for Global Success: A 4-City Workshop Series with USAID Catalyze Sri Lanka Private Sector Development Activity and ICTA on Building Customer-Centric Products
A Workshop and Product Mentoring Program to Build Global Capacity
The ‘Building Customer-Centric Products for the Global Market’ workshop series — designed and delivered by Beta Launch — was a collaborative initiative between USAID Catalyze Sri Lanka Private Sector Development (PSD) and the Information and Communication Technology Agency of Sri Lanka (ICTA), to address critical challenges faced by Sri Lankan tech startups in expanding their businesses globally.
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4-cities
Colombo, Jaffna, Galle, and Kandy
9
Months
120+
Startups Consulted
Participant Outcomes
35% improved product knowledge
Participants had gained more practical knowledge about applying product management frameworks to develop products that match their customers.
32% enhanced product discovery
More participating tech startups started performing customer discovery to develop their products based on customer insights.
30% more user experience focus
Beyond the 'look and feel' of the products the tech startups were building, they had begun considering customer journeys and user experience in a structured way.
Participating startups share views on impact
When we first attended the product management workshop series by Beta Launch, we operated and thought as a service company, building whatever the clients asked us for. We learned what 'product thinking' was only after their sessions. And we learned to look at different target segments and tie our product to the pains of the relevant personas in these companies when pitching. Before the hands-on guidance from Beta Launch, we had only one customer. Now, we have four customers including CINEC who started using UniCloud360 recently. Also, we grew our revenue by 25% this year, compared to last year!
Beta Launch's input during the workshops and the ongoing online product mentoring sessions helped us rethink our product strategy, including identifying and focusing on the most relevant target segments (e.g. working professionals). Their guidance helped us refine the value proposition of JustEnglish for those looking to learn English for professional settings. They were also instrumental in guiding our product pricing strategy based on the value we were delivering, increasing the program fee to LKR 10,000 per month. This has been positively received by both existing and new customers of JustEnglish!
Beta Launch's workshop sessions and online product mentoring changed our product strategy fully. We moved our focus from a light ERP for Sri Lankan restaurants (which we couldn't sustain because of the low price) to the original Codemind product which was an eBay order management and invoicing system for a UK client, but now looking at markets outside the UK. Through their guidance, we have gotten in touch with a party from New Zealand who are interested in the product. We started thinking about the product in this way only after their sessions.
Background - Success of Pilot Program in Colombo
Originating from the success of a one-off (pilot) program in Colombo, the 3-city workshop series emerged in response to the identified gap in tech firms lacking exposure and practice in Product Management and Customer Experience principles, hindering their competitiveness globally. The initial pilot session conducted in March 2024 had strong representation from MSMEs from outside Colombo. Of the 46 participants, over 40% were from other cities. The Colombo pilot showcased the potential impact, leading to the conceptualization of a broader, island-wide initiative.
From Concept to Reality - Taking the Program to Startups Islandwide
Based on the learnings from the pilot program in Colombo, respondent feedback, and program goals to drive increased adoption and use of industry best practices and processes by participating firms, the cities of Jaffna, Galle, and Kandy were picked as ideal hotspots to conduct the workshop program.
Keen to initiate the islandwide program, USAID Catalyze Sri Lanka PSD issued a tender calling for technical vendors to deliver the product management and CX workshop series.
Once Beta Launch bid for and were awarded the contract to conduct the 3-city product management and CX technical workshop series, we collaborated with USAID Catalyze Sri Lanka PSD and ICTA to co-design the sessions.
The workshops were conducted physically for an entire day and focused on MSMEs in adopting/revamping their product and platform development workflow through better product management, user-centric UI/UX, and export readiness preparation.
This was combined with a financial readiness session, where leading private sector banks participated to showcase the ideal pathway for seeking capital for expansion, an area where most ICT MSMEs lag significantly.
Keen to initiate the islandwide program, USAID Catalyze Sri Lanka PSD issued a tender calling for technical vendors to deliver the product management and CX workshop series.
Once Beta Launch bid for and were awarded the contract to conduct the 3-city product management and CX technical workshop series, we collaborated with USAID Catalyze Sri Lanka PSD and ICTA to co-design the sessions.
The workshops were conducted physically for an entire day and focused on MSMEs in adopting/revamping their product and platform development workflow through better product management, user-centric UI/UX, and export readiness preparation.
This was combined with a financial readiness session, where leading private sector banks participated to showcase the ideal pathway for seeking capital for expansion, an area where most ICT MSMEs lag significantly.
Co-Designing the Program
We adapted the content and format of our standard product management workshop to fit the needs of the Sri Lankan tech MSMEs who were to participate, engaging in a process of co-design with USAID Catalyze Sri Lanka PSD and ICTA.
Insights gained from the Colombo pilot played a pivotal role in designing the workshop series including its content and delivery approach, with the inclusion of more structured interaction touchpoints, for example.
Insights gained from the Colombo pilot played a pivotal role in designing the workshop series including its content and delivery approach, with the inclusion of more structured interaction touchpoints, for example.
Co-Design Session
Jaffna Workshop
Colombo Workshop
Factors Considered in Designing the Program
Partner learnings from the Colombo iteration helped set the groundwork for content deemed important to growing MSMEs, especially those that were traditionally underserved.
Feedback received from the participants and other stakeholders after the pilot program in Colombo about the value of the practical examples provided and live case analysis
‘Lessons learned’ from the initial program delivered in Colombo about the content and delivery, e.g. interactive exercises and fill-in templates
Our prior experience delivering both standard and customized product management workshops at accelerator programs, for individual businesses, as well as development programs, allowed us to tailor the program based on participant profiles (company type, size, growth stage, etc.). In discussion with the program partners and drawing on the insights from the pilot program, we were able to respond and place more focus on underserved areas the MSMEs experienced as well as on the specific needs of different regions.
During the co-design phase of the workshop program, Beta Launch emphasized the need to deliver post-workshop consulting for high-performing MSMEs to ensure one-on-one attention, better retention, and the ability to apply practically. And this ensured the extended program aligned closely with the startup growth/market expansion outcomes that USAID Catalyze Sri Lanka PSD and ICTA sought for the participants.
Addressing Traditional Product Workshop Program Challenges:
Lack of Practical Context, One-Sided, and No Continued Guidance
The workshop series sought to overcome traditional product workshop pitfalls by offering practical and directly applicable insights to participants including actual product examples and challenges, without just teaching theory and frameworks that they must connect and apply themselves after the workshop series. Across the program, in each city, the product management content was presented drawing on contextual audience examples. For example, if it was identified that more participants were from the 'e-commerce' space, more responsive participants from the audience were identified and were used to frame and present the challenges, plus the way to address them using the tools/frameworks provided.
The series also looked to address the traditional lack of interaction in product workshops, by including interactive exercises such as filling in printed out customer persona canvas sheets as well as live analysis of specific participants’ business models.
Despite the knowledge/frameworks shared during workshops and the interactive exercises, certain specific details can often be missed by participants and the ability to implement post-workshop too can be hindered. As a result, the content was also shared digitally as a resource pack so respondents would have an easy-to-use reference guide to learn more about topics/content raised during the sessions.
Beyond knowledge dissemination, we looked to address the problems of poor post-workshop retention and the lack of practical application ability that many experience after participating in traditional product workshops/programs. Based on our experience in the entrepreneurship and innovation space as well as delivering numerous programs over many years, we've understood that it is essential to add an individual product mentoring component after a workshop or other program, for a significant portion of the practical insights to be absorbed and directed properly. As a result, we took the initiative to introduce a post-workshop online product mentoring program to the USAID Catalyze Sri Lanka PSD and ICTA program. As part of it, we provided personalized attention to address individual product and growth challenges faced by high-performing tech startups/MSMEs who attended the program.
Workshop Series Content
Each workshop comprised two sessions, carefully designed to address gaps in Product Management and CX knowledge, training, and application skills, critical to help the participants build customer-centric products that enjoy market success globally.
Session 1
Putting the 'Product' into Product Engineering
Outcome expected through the session: a higher standard of products that tie business goals and specific market needs, improving participants' product development efforts for themselves and clients, so these products enjoy commercial success globally.
- Introduced participants to fundamental Product Management frameworks using examples
- For tech services startups, the concept of 'Productizing' tech services for predictable revenue was explored thoroughly
- Gaining input from participants on their understanding and practical use of product methodologies like dual track agile (discovery and delivery run parallelly)
- Emphasized on the different layers of the Product-Market Fit Pyramid across the session, helping participants understand their target customer, underserved needs, and value proposition
- The use of templates and exercises including filling out the Customer Persona Canvas
- Live analysis of select startups’ tech business (both products and services) and challenges
Participant thoughts on the product management aspect of the workshop:
Beta Launch's input during the workshops and the ongoing online product mentoring sessions helped us rethink our product strategy, including identifying and focusing on the most relevant target segments (e.g. working professionals). Their guidance helped us refine the value proposition of JustEnglish for those looking to learn English for professional settings. They were also instrumental in guiding our product pricing strategy based on the value we were delivering, increasing the program fee to LKR 10,000 per month. This has been positively received by both existing and new customers of JustEnglish!
Session 2
A Customer-Centric Approach to Creating Delightful Experiences
Outcome expected through the session: stronger focus on customer needs and a structured approach to user experience design to ensure participants build customer-centric products that allow customers to perform desired actions simply, without building technically sound products that offer poor experience and therefore go unused.
- Illustrated the importance of delivering customer-centric experiences through the participants’ products, displaying examples of the cost of poor UI/UX in markets such as MENA
- Introduced the psychological aspects of design and how they translate to experiences that match customer needs and deliver business outcomes: Information, Visual, and Navigation Design
- Interactive exercises where multiple startups worked together, deciding the best way to test a product idea, e.g. using wireframes, click-through prototypes
- Emphasized on the ‘early on, fail-fast’ approach from the design world to make design/experience changes early before the product reaches subsequent development stages, when the product is more solid and the cost to make changes will be far more significant than early on in the process
- Exploring the distinct difference between UI and UX and their importance in creating a seamless user experience, together with practical global CX examples illustrating the impact of thoughtful design/experience on product success
Participant thoughts on the customer experience aspect of the workshop:
When we first attended the product management workshop series by Beta Launch, we operated and thought as a service company, building whatever the clients asked us for. We learned what 'product thinking' was only after their sessions. And we learned to look at different target segments and tie our product to the pains of the relevant personas in these companies when pitching. Before the hands-on guidance from Beta Launch, we had only one customer. Now, we have four customers including CINEC who started using UniCloud360 recently. Also, we grew our revenue by 25% this year, compared to last year!
3-Month Cohort
Post-Workshop Product Mentoring Program
Outcome expected through the session: enhanced integration of knowledge tools/frameworks into the participants' practices and improved practical application through individual guidance provided by Beta Launch to high-performing startups, helping them address strategy issues and relook them positively.
12 tech product and service
startups
startups
One-on-one product and entrepreneurship mentoring
Outcomes delivered include finding first customers online, cutting losses and focusing on global market, relooking pricing, validating product idea and shifting focus
In the design of the workshop series, we integrated a three-month product mentoring program at the end of each workshop, for select participants picked by Catalyze PSD and ICTA depending on need and other factors.
Focused on helping them practically apply the product management frameworks and other concepts explored during the workshop, when developing tech products and services- Addressed individual challenges in areas such as product, growth, focus, etc., through routine online sessions where action points would be decided at the end of each session
- A 3-month plan would be drawn up for each startup consulted, based on the biggest challenge they identified they wanted our help to solve
- An opportunity to dive deep into the startups’ businesses and provide personalized guidance on tech product development/service and growth strategies.
Participant thoughts on the one-one-one product mentoring aspect of the workshop:
During the one-on-one product mentoring program with Beta Launch, after I was a part of the USAID workshop series they delivered, they helped us understand core business values which have transformed how me and my team think. We discovered a purpose that was hidden from us before and this has shaped our products and business. I can only imagine the kind of support the fellow startups had during this program, fabulous.
Example outcome of online product mentoring:
Galle-Based Startup CodeMind Shifts Product Strategy
CodeMind initially built their eBay order management and invoice system for a UK-based company as a client project, and were unable to sell it to other clients in the UK due to certain contractual restrictions. To overcome this, they had begun adding more features such as attendance and payroll to grow the product into a small business ERP for the Sri Lankan market, with a subscription price significantly lower than what their product would fetch globally.
We helped them relook this strategy and de-prioritize focus on the local market, while identifying global markets neighbouring the UK which offered viable opportunities for him to sell his product to global customers at a much higher price, ensuring a more sustainable product/business model.
We helped them relook this strategy and de-prioritize focus on the local market, while identifying global markets neighbouring the UK which offered viable opportunities for him to sell his product to global customers at a much higher price, ensuring a more sustainable product/business model.
Session 3
Financial Session: Bridging the Capital Gap - Aligning Startups with Banking Perspectives
A critical component of the workshop program across each city was the financial session facilitated by Beta launch. In these sessions, USAID Catalyze Sri Lanka PSD and ICTA actively invited commercial private sector banks to enhance their understanding of industry needs.
Simultaneously, the ICT community had a valuable platform to express challenges and learn effective strategies for collaborating with banks to secure funding, whether through loans or equity investments. Beta Launch enabled a rich dialogue between both parties through their effective facilitation.
Simultaneously, the ICT community had a valuable platform to express challenges and learn effective strategies for collaborating with banks to secure funding, whether through loans or equity investments. Beta Launch enabled a rich dialogue between both parties through their effective facilitation.
- MSMEs lacked the appropriate framework/support to present their case to the banks in a manner that a financially savvy but technically limited organization may understand.
- Limited understanding of how to seek equity and to understand the benefits/challenges involved with the same.
- Banks lacked sector expertise in judging the requirements and needs of the tech industry.
- Basic financial acumen and best practices for running their business were lacking in MSMEs, with most running their companies using personal accounts, which further limits their credibility to banks.
- Large service gap in the market where working capital requirements for ICT MSMEs aren't met due to existing central bank regulation and lack of non-collateralized lending.
Outcomes
In a continuation of the successful outcomes of the Colombo iteration, the 3-city workshop series delivered a range of outcomes for the participating startups. Both the physical workshop sessions plus the one-on-one product mentoring led to visible change and growth for the startups:
35% improved product knowledge
Participants had gained more practical knowledge about applying product management frameworks to develop products that match their customers.
32% enhanced product discovery
More participating tech startups started performing customer discovery to develop their products based on customer insights.
30% more user experience focus
Beyond the 'look and feel' of the products the tech startups were building, they had begun considering customer journeys and user experience in a structured way.
Perspectives on outcomes from key stakeholders
By November 2023, when Beta Launch delivered the last workshop of the series, the startups communicated significant changes in how they approached their product dev, design, marketing and business. And while the technical product expertise they shared with the startups provided critical frameworks for future use, Beta Launch's interactive style of delivery, real world exercises and guidance helped the participants get more actionable context on how they could guide their products into the global market successfully.
The custom workshop program that Beta Launch designed and delivered as part of USAID Catalyze Sri Lanka PSD's islandwide product management program with us, offered practical insights and tools that the tech startups could immediately apply to address their unique challenges. I think the extremely positive feedback from the participants highlighted the program's effectiveness, with the collaborative and immersive environment Beta Launch created also helping foster networking and a strong sense of community among the tech startups.
Participant Landscape and Impact Highlights:
The majority of the participating tech MSMEs were registered business entities, but approximately a quarter of them were not.
Women-owned MSMEs witnessed strong representation in Jaffna (over 40%) but this was offset in the other regions where they represented less than 15% overall.
Over 60% of startups overall were under the 5mn LKR annual turnover range but there was a sizable 20% of firms in Galle being companies that earn over 50mn LKR per year.
Access to Digital Marketing/Products was the most requested support service by participants, followed by access to financing and market expansion support across all regions.
Beta Launch's agile approach to learning design:
Lessons learned in the one-off, pilot program in Colombo as well as each leg of the 3-city workshop series, were actively incorporated into subsequent workshop sessions in the series as they were observed.
- The need for participant engagement and gaining their views across each session, on the approach to their product/tech business for better context, retention, and application, e.g. target customer, dual-track agile, prototyping, etc.
- For workshop audiences comprising both tech product and service startups, the need to make the distinction between products and services in the tech/IT context at the start of the session, so that both segments can make practical sense of how to apply product management and CX principles to their business.
- The importance of live business case analysis to provide more contextual knowledge and ensure improved practical application, where Beta Launch dissected the business of specific startups selected on the spot, providing value to all attendees.
- Many participants across the workshops in Jaffna, Galle, and Kandy were previously aware of who their target customers were, although wider product management frameworks (e.g. Product-Market Fit, Dual-Track Agile, etc.) were relatively unknown to most, which had impacted their ability to develop products that solved specific problems for an identified customer.
The use of templates, for e.g. in the activity of filling out the customer persona canvas, to help provide structure to activities that may have been attempted loosely and in ad hoc fashion previously.
Program/Workshop Challenge Highlights:
- MSMEs were initially very concerned to share what they deemed their failings to a wider public audience but this changed by the end of the session.
- Having a more defined breakdown of the key learning requirements of participants before the workshop would help Beta Launch in preparation and tailoring the content/program further.
- A portion of the content would require expansion via one-on-one product mentoring/consulting support, to ensure long-term impact for a wider cohort of startups.
- Challenges faced in the selection of key startups as some don't understand the value it brings as they might be relatively young.
- A more in-depth market expansion and financial preparedness session would be of value for export-ready firms.
