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

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)
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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
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7. Hi
Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition
@mjskok
Qualitative evaluation
Before
After
Vitamin vs. Penicillin
Acute Pain

Absolute Joy

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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
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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