2. Twitter: @StacieAndrews
EXECUTIVE / MARKETER
Increasing ROI for local and international brands
since 2005 as CEO of Provado Marketing, Inc.
Founder/CTO, startup: www.NameGoat.com
DEVELOPER 8 Yrs. Blending Technical + Design + Marketing
Allowing Companies To Better Tack, Prove, And
Increase Results.
Formal Degrees in Computer Science and Marketing
DESIGNER Broad experience as a designer for Award-
Winning Traditional and New Media Agencies
8. Strengths Challenges
At lest you know it works. You may need to
Technically. remake it so that it is
easier/faster/etc for your
market.
Your probably in If you need customer
pharmaceuticals so you acceptance you may
may only need to focus on never find a Billion or
distribution.
Million Dollar Market.
9. Sneak up on your market but
don’t be too stealth about it.
12. Strengths Challenges
At lest you know there is a Can you develop the
significant problem with product fast enough?
someone willing to pay for
a solution.
Early customers can give Easy to develop a
you a head start. product that is too fitted
these first customers. So
make an MVP.
13. Customer Customer Customer Company
Discovery Validation Creation Building
Problem- Product-
Solution Fit Market Fit Scale
Scale Org.
Execution
Proposed Business
And Drive
MVP Model
Demand
Scale
Operations
Proposed Business
Funnel(s) Model
Pivot
* Credit to Steve Blank for the Customer Development Cycle
17. • How do users find
Acquisition you?
• Do users have a great
Activation first experience?
• Do users come back to
Retention use your product?
• Do you make money?
Revenue
• Do users tell others about your
Referral product?
* Credit to Dave McClure for Metric Scale
18. Stage Example of Questions Patterns?
What is your biggest problem? How would you
Acquisition expect to find this product? What keywords
would you use?
Activation What would you expect the solution to look like?
Retention How often would you use this? Love or Hate?
Revenue Can you get their Credit Card?
Referral Who would you recommend us to talk to?
19. What’s
Rate of
Stage Example of User Action Patterns?
Success
this
Worth?
What Keywords, Blogs ect. Bring in
Acquisition
traffic?
Activation Do they signup?
How often do they check the site?
Retention
Open teaser emails?
Revenue Can you get their Credit Card?
Referral Are they tweeting etc.?
20. Rate of
Stage Example of User Action Success
What’s this Worth?
unique website visitors that didn’t
Price/Revenue
Acquisition bounce, spend x time on site, and go 90%
Conversion Rate
to Pricing page
Price/Revenue
Activation Sign up > Download > Use Product 70%
Conversion Rate
Price * Average
Retention Recurring Payment 50%
Recurring
Revenue Can you get their Credit Card? 60% Price of Product
Price/Revenue
Referral Mentions 10%
Conversion Rate
21. Prepare for
Optimization
First Time
Unaware Interested Regular Evangelist
Customer
22. You Get Blank Stares
Your told department “X” has budget approval
(X sends you to Y then Y sends you to Z… )
Customer cancels subscription because
“they’d rather buy a hamburger.”
Questions? Stacie@ProvadoMarketing.com
Notas do Editor
Pixar story.Ristatis story. Teacher/voting story
Pixar story.Ristatis story. Teacher/voting story
Pixar story.Ristatis story. Teacher/voting story
Educate people that this is something they want. Education is expensive.
“Soft Money” – build something people alreadywant
Pixar story.Ristatis story. Teacher/voting story
Pixar story.Ristatis story. Teacher/voting story
“Soft Money” – build something people alreadywant
“If I had asked people what they wanted, they would have said a faster horse.” – Henry Ford – Ask the right questions to help you sell your vision in terms the customer understands.Segment Pivot – Existing product, different customersCustomer Problem – Same Customers, Different ProblemFeature pivot – pick a feature and find a customer/problem around it.
Make Hypothesis and Test. Each cycle demands a different set of questions. Video and type out data. Cycles can happen simultaneously. Each Cycle can have multiple tests.
40% of people should feel “very disappointed” without your product. Acquire enough users to make this test meaningful (50-100+).
Fast + Free = You Must have really good connections (Linkedin,)Free + Good = How much is your time worth? (Blogs, SEO, Viral, Forums)Good + Fast = Give yourself a budget. (PPC, Stumbleupon, survey panels)
Measure all. Optimize 2 -- until your ready to grow and drive demand.
Comparitive: A/B test only one thing at a time (Color, Headline, Layout, Video)
Quantitative, Comparative & Competitive. “What’s this worth” can be dynamic (real results) or static (costs or target) Google Analytics, Kissmetrics, Performable, ect.