Community Marketing: Starting A Movement For Your Product


This post is by Tomasz Tunguz from Tomasz Tunguz


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How should a successful marketing initiative for a startup operate? It’s possible to jump right into performance marketing immediately after launch, optimizing conversion funnels and squeezing every cent out of ad spend. But I think there’s an important step that precedes performance marketing: community development. Yesterday, I met with an entrepreneur who was researching how best to build a marketing team for her business. After having spoken to many other founders, she decided to prioritize community management before traditional marketing.

Community Marketing: Starting A Movement For Your Product


This post is by Tomasz Tunguz from Tomasz Tunguz


Click here to view on the original site: Original Post




How should a successful marketing initiative for a startup operate? It’s possible to jump right into performance marketing immediately after launch, optimizing conversion funnels and squeezing every cent out of ad spend. But I think there’s an important step that precedes performance marketing: community development.  Yesterday, I met with an entrepreneur who was researching how best to build a marketing team for her business. After having spoken to many other founders, she decided to prioritize community management before traditional marketing. She wanted to build a community of people who she could educate about her product, who would use it and become vocal champions. Later that afternoon, a friend mentioned a recent TED talk by Derek Sivers on how to start a movement. In the video embedded below, Sivers speaks while a video of a man dancing in a park plays behind him and a dance mob slowly builds. Sivers Continue reading "Community Marketing: Starting A Movement For Your Product"

Negative Churn | It’s Not that I Don’t Dislike It, I Do


This post is by Joel York from Chaotic Flow by Joel York


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negative churnMost of us were taught at an early age that double negatives are a bad thing, because they are unnecessarily complicated and increase the chances of miscommunication. It is with this principle in mind, that I propose that we permanently ban the ridiculous term “negative churn” from the SaaS metrics vocabulary. Churn is negative growth. Negative churn is simply growth.

Many of my esteemed SaaS colleagues have casually adopted the negative churn idea without issue, such as this post by David Skok, and this one by OpenView Partners, and this one by Lincoln Murphy, and to my knowledge the very first one by Daniel Drucker who attributes the origin of negative churn to the folks at Bessemer Venture Partners. A very prestigious group of SaaS metrics experts indeed. So, what’s got my goat?

SaaS Growth vs. SaaS Churn

Negative churn implies that the economics of SaaS growth are the same as SaaS churn, only reversed. This is not the case. The business processes and customer decisions that drive SaaS growth are fundamentally different from those that drive SaaS churn. For example SaaS growth might be driven by a sales process that targets a customer need, whereas SaaS churn might be driven by a customer going out of business. As metrics, these numbers are intended to measure those processes. When they are commingled, they lose their value.

Continue reading "Negative Churn | It’s Not that I Don’t Dislike It, I Do"

How CrowdFunding Embodies Amazon’s Product Management Process


This post is by Tomasz Tunguz from Tomasz Tunguz


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Crowdfunding platforms solve three key problems for startups, two of which are obvious. Kickstarter and Indiegogo, among others validate demand and provide short term financing by marketing product ideas and accepting pre-payment for future delivery. Consumers vote with their dollars to catalyze product development. The third, less obvious benefit, is the platforms cajole startups to follow a product management process similar to Amazon’s process, described below by Ian McAllister in his Quora post What Is Amazon’s Product Management Process?

Maximizing the Value of Investor Referrals


This post is by Tomasz Tunguz from Tomasz Tunguz


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From time to time, entrepreneurs ask one investor for referrals to other investors. After all, investors network frequently, work together and have long term relationships with each other so a referral should go a long way. But not all introductions are equal. The most successful investor-to-investor referrals are those where the referring investor is investing in the business and is seeking to fill out the round with complementary capital. By investing, the referring investor sends a strong signal to others about his/her excitement about the company.

How CrowdFunding Embodies Amazon’s Product Management Process


This post is by Tomasz Tunguz from Tomasz Tunguz


Click here to view on the original site: Original Post




pebble.jpg Crowdfunding platforms solve three key problems for startups, two of which are obvious. Kickstarter and Indiegogo, among others validate demand and provide short term financing by marketing product ideas and accepting pre-payment for future delivery. Consumers vote with their dollars to catalyze product development. The third, less obvious benefit, is the platforms cajole startups to follow a product management process similar to Amazon’s process, described below by Ian McAllister in his Quora post What Is Amazon’s Product Management Process?
For new initiatives a product manager typically starts by writing an internal press release announcing the finished product. The target audience for the press release is the new/updated product’s customers, which can be retail customers or internal users of a tool or technology. Internal press releases are centered around the customer problem, how current solutions (internal or external) fail, and how the new product will blow away existing solutions.

It is Continue reading "How CrowdFunding Embodies Amazon’s Product Management Process"

Maximizing the Value of Investor Referrals


This post is by Tomasz Tunguz from Tomasz Tunguz


Click here to view on the original site: Original Post




tincan.png From time to time, entrepreneurs ask one investor for referrals to other investors. After all, investors network frequently, work together and have long term relationships with each other so a referral should go a long way. But not all introductions are equal. The most successful investor-to-investor referrals are those where the referring investor is investing in the business and is seeking to fill out the round with complementary capital. By investing, the referring investor sends a strong signal to others about his/her excitement about the company. This happens most often in seed rounds but also occurs in Series A, B and later. The next most successful referrals are sent by an investor with expertise in a category who is precluded from investing in a company for some reason but is enthusiastic about the business. Most often, the investor is blocked because a portfolio company is potentially competitive with the startup. Continue reading "Maximizing the Value of Investor Referrals"

Why Support Software Is the Future of Work Email


This post is by Tomasz Tunguz from Tomasz Tunguz


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In 2005, I started as a customer support rep in the AdSense team at Google. Over the next few months, I was trained in the art of handling hundreds of emails per day. My training focused on using a customer service tool called Trakken that Google had acquired and heavily modified to enable AdWords and AdSense teams to manage the torrent of inbound support emails from customers. In AdSense, a team of fewer than 100 people supported a few hundred thousand customers almost exclusively through email with customer satisfaction scores consistently above 90%.

Why Support Software Is the Future of Work Email


This post is by Tomasz Tunguz from Tomasz Tunguz


Click here to view on the original site: Original Post




In 2005, I started as a customer support rep in the AdSense team at Google. Over the next few months, I was trained in the art of handling hundreds of emails per day. My training focused on using a customer service tool called Trakken that Google had acquired and heavily modified to enable AdWords and AdSense teams to manage the torrent of inbound support emails from customers. In AdSense, a team of fewer than 100 people supported a few hundred thousand customers almost exclusively through email with customer satisfaction scores consistently above 90%. Trakken’s power rested in three key features. First, the ability to collaborate on emails/tickets. We could pass problems around to the right subject matter expert. Because the tickets were tracked, the status of those emails was known to everyone within Google. Emails didn’t get lost. Second, the functionality to bulk respond or respond with customized canned responses Continue reading "Why Support Software Is the Future of Work Email"

Framing Your Startup’s Sales Pitch: Focus on Value, Not on Cost


This post is by Tomasz Tunguz from Tomasz Tunguz


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Sales pitches ought to frame a product in a way to maximize the chances of success of a sale. One trend I’ve been seeing in pitches is to talk about how software can save costs by reducing a customer’s head count. A pitch that focuses on cost savings by reducing staff should be delivered only after much consideration because of a few objections created in these pitches that might slow or halt the sales process.