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Value Proposition – Case – Disqus

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This case example demonstrates how Disqus developed its value proposition, while offering insight into how the company addressed the qualitative evaluation process. …

This case example demonstrates how Disqus developed its value proposition, while offering insight into how the company addressed the qualitative evaluation process.

This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com

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  • For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
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    • 1. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok STARTUP SECRETS Case Example: DISQUS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
    • 2. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 2
    • 3. DISQUS is the most ubiquitous discussion platform on the web. 897MM monthly audience (uniques) 353MM monthly active users (participating) 5.8 Billion monthly page views 1.8MM web properties in network 75% marketshare for commenting platforms #1 distributed social application (comScore, Quantcast) TECH BUSINESS POLITICS NEWS ENTERTAINMENT SPORTS MUCH MORE
    • 4. HOW DISQUS WORKS 1 Sites integrate Disqus 2 Users engage with Disqus 3 Users discover new content & sites across Disqus Easy install for all platforms Sites are part of the Disqus network Sites see tangible benefits, including increased traffic on their pages Audience development made easy. Millions of users use Disqus to participate online and we make that valuable for publishers in a way that they can measure.
    • 5. THE DISQUS ECOSYSTEM USERS GOALS Discovery Community PUBLISHERS GOALS Engagement Growth Revenue A COMMUNITY ECOSYSTEM is the foundation of our business. ADVERTISERS GOALS Acquisition Retention
    • 6. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok DISQUS – Value prop for publishers FOR · Publishers, like online media or bloggers WHO CARE ABOUT · Building more engaged, loyal audiences directly on their sites OUR PRODUCT IS · The most widely used discussion platform online THAT PROVIDES · An “engagement management platform” for publishers, and · direct reach into millions of engaged community participants online UNLIKE · Social networks, which don’t properly serve the needs of publishers · Or white-label software, which doesn’t provide the wide network reach of users 6
    • 7. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Qualitative evaluation Before After Vitamin vs. Penicillin Acute Pain  Absolute Joy  7
    • 8. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok DISQUS – Value Prop for Publishers BEFORE AFTER · Generic or white-label community software · Or using social networking integrations · Community platform that is connected in a network · Publisher-centric platform that allows for max control NEED SOLUTION · A way for publishers to own their users · Control, privacy, and monetization ability · Easy to use Disqus integration · Community platform plus revenue potential 8
    • 9. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok START UP SECRETS Case Example: DISQUS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 9

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