❤️ Why I did this: I love Canva and Product Management and I wanted to intern as a PM at Canva! This helped put my product sense to the test + get a foot in the door
<aside> 🙋🏽♀️ Created by: Khushi Shelat Date: July 2021
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<aside> 📃 **User Flow Mapping Initial Design Specs One Pager Summary Canva for Teams Growth Case Study [OLD]**
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<aside> 🎯 For 2021 and beyond, the aim is to grow the user base of the Canva for Presentations feature, furthering Canva's target market position as the leading developer of tools that help teams collaborate and design most effectively
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<aside> ‼️ Disclaimer: This Strategy Document is limited without a native understanding of Canva's internal product development processes and user data, so it can be considered a draft/work in progress
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In August 2018, Canva launched 'Canva 2.0', and with it, a template library tailored to presentations, the option to present directly from Canva, and share a live link to your presentation. In 2020, Canva announced the ability to assign tasks to team members, animations and Real-Time Collaboration. While Canva from its early days could be used to design presentation-size deliverables, these added features have put Canva further into the spotlight as an alternative for traditional professional presentation tools.
Through the onset of the pandemic, Canva for Presentations proved a powerful virtual work tool and emerged as a major acquisition channel, with 85 Fortune 100 companies using Canva for workplace collaboration. However, legacy players maintain a strong position in the market, expanding on Canva for Presentations' features to provide a uniquely advantageous experience is key to furthering this acquisition channel. With Canva's introduction to the Windows App Store and increase in advertising campaigns focused on Presentations, the time is ripe to introducing these features!
The presentation tool market has expanded recently to include a range of disruptive players, some of whom focus solely on presentations. Based on recent fundraises (eg. Pitch, Mmhmm) and general market behaviours - including feature introductions from PowerPoint, the following trends can be observed in the broader market:
Increased desire for moving presentations: beautiful animations are becoming a necessary feature for alternative presentation tools
Making decks with as little effort as possible: messaging and features are focused on targeting the busy and minimally tech savvy presentation creator
Optimisation for team collaboration: With work from home becoming a necessity across the world, presentation tools have been becoming more and more virtual team collaboration-friendly, with features such as inviting team members, adding presentations to team workflows/task lists, and more emerging as a standard
Improving live presentation tools: In addition to design, presentation tools are focusing on delivery - making presenting an easy and functional experience with features relevant to professional meetings
Beauty x function: People care about their slides looking good and being easy to make, but are now also looking for powerful tools that can convey data-driven insights effectively
The market landscape includes the legacy tools like PowerPoint and Google Sheet, as well as new players of note including:
Pitch (85M Series B, May 2021)
Aims to be the most all-encompassing presentation tool. Most notable features include 1) Data and analytics plugins for live presentations (Google Sheets, Google Analytics, soon Typeform & Stripe) 2) UI shortcuts such as auto-alignment and one-click inserts.
Mmhmm (100M Series B July 2021)
Live video software that allows users to share presentations as a virtual background + embed presentations they've already created - while this isn't a direct competitor, notable features include 1) Presentations that you can talk over virtually as you would in real life (with your face!) and 2) Animated software that makes live presentations more engaging lol
Full Analysis
📄 A feature-specific competitive analysis is shown below
Feature-Specific Competitive Analysis