Pivoting in a Lean Startup - A Case Study by EditMe
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Pivoting in a Lean Startup - A Case Study by EditMe

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In 2010, EditMe has gone from a wiki platform, to website CMS for online communities, to internal collaboration software. Matthew Mamet and Matt Wiseley will talk about how EditMe interviewed key ...

In 2010, EditMe has gone from a wiki platform, to website CMS for online communities, to internal collaboration software. Matthew Mamet and Matt Wiseley will talk about how EditMe interviewed key customers, did homepage A/B tests, and how we've built our internal KPI dashboard to provide metrics to inform our decisions - all while continuing to acquire and support a thriving customer base of over 650 paying customers

We don't have all the answers on what makes a successful pivot, but we're willing to share what we've learned about how we setup our analytics, test our hypothesis, and how we learned to be efficient with our time.

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Pivoting in a Lean Startup - A Case Study by EditMe Pivoting in a Lean Startup - A Case Study by EditMe Presentation Transcript

  • Pivoting in a Lean Startup June 24, 2010
  • What is EditMe?
    • In 2003, a side project started by Matt Wiseley while working at Embarc, a interactive agency.
    • The web site solution for wiki’s, blogs, content, and collaboration sites
  •  
  • What is EditMe?
    • In 2005 . . . .
    • The first WYSIWYG Wiki Platform
    • PC Magazine Editor’s Choice
    • A MicroISV, Matt quits his day job and moves to EditMe fulltime
    • EditMe is a new service that empowers non-technical users to quickly and easily build and host irresistibly editable web sites.
  •  
  • Gartner Hype Cycle - 2006
  • Better add more, better FEATURES!
    • Skins
    • Style Editors
    • Modules
    • Development Platform
    • APIs
    • Calendars
    • To-Do lists
    • Widgets
    • Site Export
    • RSS feeds
    • Delicious Integration
    • Image Gallery
    • Full text attachment search
    • Form Builders
  •  
  • What is EditMe? 2009
  • Gartner Hype Cycle 2009
  • Problem
    • EditMe is too many things, to too many people
    • How to attract more of the people like our existing customers, who love us?
      • Focus on fewer, simpler features
    • Which features? Which users? Which results?
  • Who are current Customers?
  • Who are current Customers?
  • Who knows what these people want?
    • The Micropreneur Academy
    • Authors of “E-Myth”
    • Small Business Owners themselves (via BNI)
    • Business Process Consultants that we harassed via Twitter
  • First Pivot
  • Our Results
    • Looks great! What do you guys do?
    • We didn’t pivot hard enough
  • A/B Tests
  •  
  •  
  • New Problem
    • Hey, this thing isn’t as easy/collaborative/awesome/etc as I thought!
    • How should EditMe help our customers use this product to be successful?
    • We didn’t know
    • We only understand AA and the 3 rd R
  • Personalized Account Review
  • We have a much better understanding
    • Who would like our product
    • Where to find them
    • How to encourage them to try it
    • How to help them understand and use it
  •  
  •  
  • Tools
    • Google Analytics to measure Acquisition and Activation
      • Goals, (tried KissMetrics, switched back to GA)
      • Custom Events
      • Campaigns
    • MailChimp to enhance Referral and Retention
      • Drip campaigns
      • Autoresponders
    • KissInsights Surveys for Customer Satisfaction
    • A Homegrown Report and Spreadsheet to track Revenue
    • EditMe for collaboration
  • What is EditMe?
    • Easiest way to create collaborative websites
    • Combine the learning of everyone on the team and improve the way work gets done.