Customer Acquisition Potpourri. Pascal Rettig

Transcription

1 Customer Acquisition Potpourri Pascal Rettig

2 Who am I? MIT CS/EE 02 Web Development past 15 years Lead Developer 5 startups (2 still alive) Equity Partner 3 current startups Co-founded Cykod in Client projects

3 The Transition Consulting at Cykod > Startup Webiva 10 Dual Strategy: SaaS Platform Open-source release

4 Webiva Inbound Marketing Platform Launched in August as CMS Relaunched beginning of October as a PiMP

5 Where are we?

6 Customer Validation On Step 2 of the Steve Blank Customer Development Model

7 Acquiring Customers

8 Acquiring Customers (Online)

9 Customers!= Clients Clients we can do, but clients are not Scalable and repeatable

10 Customers = Clients - $$

11 Customers = Clients - $$ Need to focus on acquisition and retention cost, as well as lifetime value. We need numbers!

12 AARRR! Startup Metrics for Pirates Acquisition, Activation, Retention, Referral, Revenue - Dave McClure

13 There is no secret to startup success - David Cancel, Performable

14 There is no secret to startup success - David Cancel, Performable There are plenty of metrics, but you ve to find your own way.

15 Why no secret sauce? The minute a technique shows up that can be repeated without a lot of time, effort or money, the noise floor rises until it's no longer "free" - Web - Search Manipulation - - Spam - Twitter - Automated tools, Bots

16 You are unique (sorry) You've got to develop your own intuition in your own market with your own skillset.

17 Hustler, Grinder, or Quant? Hustler: Grinder: Slow and steady blogger, Twitter user with 10,000 tweets Quant: Automated landing pages related to individual companies

18 Our Solution? Treat it like a hack! (Yes, I m a Quant)

19 What is a hack?

20 What is a hack? to cut or sever with repeated irregular or unskillful blows" - Miriam Webster

21 What is a hack? to cut or sever with repeated irregular or unskillful blows" - Miriam Webster "an appropriate application of ingenuity." - Eric S. Raymond Jargon File

22 Plenty of Customer Acquisition Hacks:

23 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing

24 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing Make up words - True Reach (PiMP, WBS)

25 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing Make up words - True Reach (PiMP, WBS) Bit.ly as a interest platform

26 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing Make up words - True Reach (PiMP, WBS) Bit.ly as a interest platform SEM as market research

27 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing Make up words - True Reach (PiMP, WBS) Bit.ly as a interest platform SEM as market research Blogging the long tail

28 Plenty of Customer Acquisition Hacks: Test different ways of presenting your company, pricing Make up words - True Reach (PiMP, WBS) Bit.ly as a interest platform SEM as market research Blogging the long tail A/B Testing

29 If you can measure it, try it. It s ok if starting out it s not statistically valid, you ve got to start somewhere

30 Time is the new Money ( vs trade shows, print advertising) Since we can measure results, you need to track time spent get ROI

31 Our Particular Dilemma Webiva is targeted at two markets: b2b - small and medium business b2(b2b) - Web development shops

32 New Website platform = Risk The web has become so important to business, convincing people to move is hard. With clients - we brought ourselves to the table, online we need to make our online presence do the same

33 Brand it! If someone remembers us, our job is much easier

34 Grease the wheels Reduce the friction of transition. Great example: CitiStorage Inc. (Small Giants) We added tools to automate importing existing websites and blogs and added fix price, low-cost transition plans

35 Social Proof Who else uses it? "One means we use to determine what is correct is to find out what other people think is correct...we view a behavior as more correct in a given situation to the degree that we see others performing it" (Influence, 116).

36 Above all: Iterate Get out there early and often. (But don t throw the baby out with the bathwater)

37 Thanks! Pascal