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No One Cares About Your Stupid Little Startup
 

No One Cares About Your Stupid Little Startup

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Xobni's path to 3 Million downloads and the PR strategies involved

Xobni's path to 3 Million downloads and the PR strategies involved

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    No One Cares About Your Stupid Little Startup No One Cares About Your Stupid Little Startup Presentation Transcript

    • No one cared about my stupid little startup(and they don’t care about yours either)
      Matt Brezina
      Co-founder, Xobni
      Matt@xobni.com
      Twitter: @brezina
    • Xobni’s Path To 3 Million Downloads(a 3.5 year journey)
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Stealth
      • Only 50 users
      • Very boring website: No screenshots, product descriptions
      • Traffic from blogging – problems with email & entrepreneurship
      • Personal relationships with press and demo under embargo
      (ask for help before you need it)
      1.5 years
      50
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Private Beta
      • Launched at TechCrunch50
      • “Too much demand”
      • Added 10k users in 1 day – everyone else sign-up
      2 months
      10k
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Nerd Scarcity
      • Leveraged excited early adopters
      • Badge program
      • Added users from beta list when we needed lab rats
      3 months
      12k
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Invite Beta
      • Users could invite 5 friends
      • Maintained forgiveness of beta users
      • Nearly 100% conversion on clicked invites (users were self selecting people who’d want xobni)
      3 months
      50k
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Iteration
      • Needed product/market fit before exiting exclusivity
      • Wanted to accelerate WOM & virality for upcoming pop
      • 100k user beta list
      • Focused on performance, user ed & virality
      3 months
      60k
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Public Beta
      • Hired PR firm 6 weeks before launch
      • Officially launched Xobni open beta in NYT
      • 95k web visitors on day 1
      • 70k visitors on day 2!!
      • Used demand for private beta as proxy for need of a solution to info overload and the value of a people focused inbox
      1 year
      1.5M
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Exit Beta
      • Reliable product
      • With product/market fit
      • That encapsulated our vision
      Resulting in:
      • Strong WOM
      • Official adoption in enterprises
      • The ability to start charging 
      3
      months
      2M
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • Paid Drivers
      • PR & virality aren’t predictably scalable
      • Ain’t nothing wrong with spending money to make money
      • Need business model to make the sausage machine work
      6
      months
      3M
      users
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • When we got PR help
      In-house
      &
      PR Firm
      PR Firm
      PR Contractor
      (but mostly me)
      Me 
      Paid
      Drivers
      Nerd
      Scarcity
      Invite
      Beta
      Public Beta
      Private Beta
      Iteration
      GA
      Stealth
    • No one cares about your stupid little startup5tips to make them care
    • Tip 1.
      Tie yourself to a bigger trend
      For us it was:
      The web inside your inbox
      Facebook crossing into the business world
      Email is the oldest online social network
      Enterprise software is now going bottoms up
      Email overload is drowning the information worker
    • Case Study: Email Me Instead
      Wehad 10k users and new blog/press relationships from our facebook app, before Xobni was even in public beta
    • Tip 2
      Take every opportunity to meet a journalist in person
      Get product feedback
      Social events
      Make introductions
      Base your company where the media is
    • Case Study: WSJ
    • Tip 3.
      Engage heavily with users – positive WOM is even better than press coverage
    • Case Study: Xobni
      Our 5th employee was customer support
      Elite Alpha forum of 500 users
      Phone call (and blog) with one user per week
      Special twitter handle for customer support
      Engineers do tech phone calls with users
      We send out a lot of tshirts
    • Tip 4.
      Journalists are lazy. Help them be lazy
    • Case Study: Xobni.com
    • Tip 5.
      Be a source of data
    • Case Studies: Tivo, Trulia, Facebook
    • Now, 3 million people care about my stupid little startup
      Matt Brezina
      Co-founder, Xobni
      Matt@xobni.com
      Twitter: @brezina