O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
Intro (me and slideshare) Journey to freemium Different for media businesses than it is for productivity businesses
1) Accounting 2) Fair
Positive network externalities Skype: Computer-to-Computer DropBox: Sharing with other people SlideShare: Public Sharing User adoption + Money
Leadshare story APPEAL TO SUPER-CHEAP
Leadshare informed too much by what b2b marketers do, and how they think. For freemium to really perform it has to be addressing VSBs CHANNELS
ANALYTICS Paying customers have credibility … they’ve proven they will buy. TALK ABOUT ANALYTICS HERE!!!
So we came up with a pricing plan, and sort of soft-launched our premium offering. We didn't make it easy to find out that we had a subscription offering, but we had a the offering live on the site and we started sending links to the page to people who were already buying leadshare or who were interested in channels. Unbounce Change the PAGE, not the PLAN Make the pricing page in unbounce or performable, so that you can rapidly test different versions without impacting engineering Implement subscription billing using a subscription service, so you don’t have to deal with the headache of that Build the ability for different types of accounts, but start out with every type of account having every feature (on the back end). That way you can make any change to the plan descriptions you want, and not be lying
FRAMING FIRST IMPRESSIONS MATTER (picture of a dork)
Need video snapshot of this guy
Track churn with cohort analysis. TRACK BY WEEK Interview customers for why they cancelled Aggressively add new features to paid plans DESIGN FROM BEGINNING for cohort analysis