The document summarizes a new product launch using a lean approach over multiple releases. In the first release, the product was launched to 150 customers to gather feedback. Communication methods like email and Intercom were used. Tracking tools monitored customer responses and conversion rates. Subsequent releases expanded the customer base, implemented pricing changes and improvements based on feedback. Ultimately the lean approach helped improve gross margins, grow the customer base and inform plans for general availability.
3. Heavy discounts were given
to customers with large portfolios
that could potentially generate
a substantial amount of revenue
through Brokerage Division.
But this was not always the case.
Challenge
33. BU = Business Unit
DP = Domain Perks
1. BU gross margin jumped from 13% to 17%
2. DP customers: 248
3. DP domains under management: 186,964
4. DP subscription gross margin: $69,044/ yr
5. DP customer domain gross margin: $13,818/ mo
6. BU lost customers: 290 (44k transfers-out)
Results
36. 1. New admin tools for the CS Team
2. Product updates: renewals, corner cases
3. Transition to lead generation tool
4. Onboard more VIP customers
5. Promote customer success stories
6. Get customer referrals & intros
General Availability