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Lean startup intensive paper

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  • 1. The 5 stages of Xobni’s growth & 5  pivots along the way Ma9 Brezina Co‐founder, Xobni Twi9er: @brezina ma9brezina.com/blog
  • 2. The Big IdeaGoogle organized the world’s public dataBut, personal data is different+ There is no Google of personal informaKon+ 10x more personal data in the world than public info+ Most personal data is trapped in email= FoundaKon for Xobni 2
  • 3. The SituaKon• 22 & 25 years old• Never had a “real job”• $12k in the bank 3
  • 4. The Result• A lean startup was our only opKon• We had a lot to learn about email 4
  • 5. 5 stages of Xobni Private  Public GA & Biz Stealth Growth Beta Beta model
  • 6. 1. Stealth• Knew the vision, but not the product• Lots of pivots in early years• Pivot 1: Choosing Outlook• Pivot 2: AnalyKcs to sidebar• Pivot 3: Raise $4M & hire 6 employees 1.5  years 50 users Private  Public GA & Biz  Stealth Growth Beta Beta model
  • 7. Pivot 1: Outlook• We wanted to build our own email client• However, surveys & research showed Outlook  was biggest among people with $• Our own email client would take huge  markeKng budget to get people to try• Lower user adopKon risk on Outlook 7
  • 8. Xobni AnalyKcsAnalyKcs was our 6 week project to understand email  be9er and establish thought leadership. That took over 4 months to build And wasn’t a product people would use on a daily  basis But gave us the understanding for our next pivot 8
  • 9. Email is about people 9
  • 10. And no email clients cared about  people 10
  • 11. We decided to make email about  people 11
  • 12. Pivot 2: Moved from analyKcs to  sidebarHow we came to this realizaKon• Selling Xobni AnalyKcs to investors; best pitch was what we could tell them about people•Dog fooding on our own email 12
  • 13. Pivot 3: Raise VC to hire• Building product for enterprise users was more  work than we thought• Couldn’t hire with $80k in bank• PotenKal employees got away• Raised $4M and hired 6 people 13
  • 14. 2. Private Beta• Worked towards product/market fit• Heavy focus on performance• Most surveying, user studies, starbucks tesKng in company history• Cut 1/2 of features• Pivot 4: People profiles 1.5  9 months years 60k 50 users users Private  Public GA & Biz  Stealth Growth Beta Beta model
  • 15. Pivot 4: Do one thing, and do it right:  People profiles 15
  • 16. 3. Public Beta • Business will be dual prong: direct to consumer & enterprise• Raise $10M from Cisco & BlackBerry• Pivot 5 ‐ Search not relaKonships for 1st premium 1.5  9 months 1 year years 60k 2M 50 users users users Private  Public GA & Biz  Stealth Growth Beta Beta model
  • 17. Pivot 5: Search not relaKonships for  1st premium • Xobni stands on two pillars: search & relaKonship management• Planned on moneKzing relaKonship features first• However, one engineer convinced me to sell a search product  first – something we needed to build anyway – low market risk – low execuKon risk for team• The birth of Xobni Plus 17
  • 18. 4. GA & Biz model• Came out of beta ‐ enterprise adopKon• Needed business model to fund paid growth• Rev line 1: Xobni Plus• Rev line 2: Xobni Enterprise• Rev line 3: Xobni BlackBerry• Rev line 4: Xobni One 1.5  9 months 1 year 6 months years 60k users 2M 50 users users 3M users Private  Public GA & Biz  Stealth Growth Beta Beta model
  • 19. Free Premium Xobni Blackberry $9.99 Xobni Xobni One Free $3.99/mo for Outlook New mobile & email Xobni platforms Plus $29.95 Xobni Enterprise $36/user/yr
  • 20. 5. Growth• Taking Xobni experience to new mobile & email plamorms• Aggressively acquiring new Outlook users• Sales team adding new enterprise accounts• Building new products to moneKze Outlook, mobile & web users 1.5  9 months 1 year 6 months years 50 2M 6 months 50 users users users 3M 5M users users Private  Public GA & Biz  Stealth Growth Beta Beta model
  • 21. The 5 stages of Xobni’s growth & 5  pivots along the way Ma9 Brezina Co‐founder, Xobni Twi9er: @brezina ma9brezina.com/blog

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