Freemium Summit (10-10)
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Transcript

  • 1. scaling freemium
    brentchudoba
    VP, business strategy @SurveyMonkey
  • 2. topics
    background and surveymonkey intro
    getting to scale
    discipline and simplicity
    virality
    capital
    taking scale to the next level
    internationalization
    optimization
    product expansion
  • 3. brent & SurveyMonkey
  • 4. freemium at scale
  • 5. discipline and simplicity
    from the perspective of a user, what makes a service/product the “best” in its category?
    application speed?
    simplicity?
    feature-richness?
    service?
    price?
  • 6. virality
    inherent virality comes in multiple flavors
    network effects: applications can become more useful and powerful with usage and more users
    viral loops: usage of the application spreads the brand and demonstrates new use cases to potential users
    seeding virality is really hard
    a disciplined approach toward pricing, product innovation and capital raising innovation is critical
  • 7. capital
    at scale
    why?
    when?
    who?
    in order to scale?
    why?
  • 8. taking scale to the next level
  • 9. internationalization
    north america represents <15% of the global Internet population
    over 50% of Google’s revenue comes from international markets
    what prevents international customers from purchasing your service?
    language
    currency
    payment formats
  • 10. optimization
    if you could increase one metric in your business, what would it be?
    users, virality, conversion, activity, engagement..
    optimization isn’t just page testing
    opportunities exist throughout the customer and product lifecycle and experience
    a great data team can uncover lots of opportunities
  • 11. product expansion
    expand where your existing business gives you inherent advantages
    reinforce the value of your core product
    de-risk decisions
    let data and your user feedback guide your decisions
    you don’t have to build everything yourself
  • 12. closing thoughts
    think about data early
    engagement drives conversion
    active users are happy users
    breaking down international product barriers can dramatically increase your addressable paid user base