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Victor Echevarria, TaskRabbit presentation at Lean Startup SXSW

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Victor Echevarria, Head of Business Development at TaskRabbit
Presentation at the 2012 Lean Startup SXSW, Austin

Published in: Technology, Business

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Victor Echevarria, TaskRabbit presentation at Lean Startup SXSW

  1. Lean Marketing
  2. If you only had $1.00 more to spend, where would youput it?• PR• SEM What drives this decision?• SEO• Billboards• Radio ads• Daily deals• Street teams• Flyering• Direct mail• Promotional discounts• Adopt a highway• Direct Sales• …
  3. If you only had $1.00 more to spend, where would youput it? Constant Channel Measurement• PR Everything else• SEM Billboards ($25) (-$3,000) 3%• SEO Adopt a 4% Highway (-$85)• Billboards 5%• Radio ads• Daily deals Guerilla ($87) 8%• Street teams• Flyering SEM (-$25) 10%• Direct mail Radio ads ($100)• Promotional discounts Word of mouth 58% ($95)• Adopt a highway 12%• Direct Sales• … When you’re young, do what you’re good at
  4. How we learned where to spend on acquisition Build a strong brand identity Who will use us? Ideation What do they need us for? Where will they realize they need us? Test new channels Reinforce working campaigns Test Test new campaigns Scale effective channels Positioning Top of funnel Target market CPA Refine Measure Use cases Churn Marketing channels Lifetime Value
  5. How we learned where to spend on acquisition Build a strong brand identity Who will use us? Ideation What do they need us for? Where will they realize they need us? Test new channels Reinforce working campaigns Test We measure Test new campaigns Scale effective channels impact every day Positioning Top of funnel Target market CPA Refine Measure Use cases Churn Marketing channels Lifetime Value
  6. How do we measure? Essential tools for startupmarketers• KISS Metrics• Google analytics• SurveyMonkey• GUI based email provider (madmimi, mailchimp)• SQL• Shell based scripting language (python, ruby, etc.)• Graphic design: Photoshop, Illustrator• Rapleaf• Daily marketing dashboards (Excel, RJ Metrics, etc.)• Interview real customers in person
  7. Go beyond: Our internal tracking tool gives us morevisibility• Tracking by user Today First Task Posted – Parse HTTP requests – Referrer, utm Email Newsletter parameters, domain, search term – Associate with user ID – 30-day retroactive cookie User ID 228297 Date 2/28/12 3:52 utm_source google User signs up utm_medium cpc data http://www.google.com/aclk?sa=l&ai= … domain www.google.com utm_content FurnitureDelivery_BP utm_term furniture delivery service utm_campaign S_Tasks Set tracking cookie This user may have joined from 30 days ago adwords Identify macro-trends in channels, messaging, demographics, zip codes
  8. Automatic channel surveys reveal the qualitative• 60% of all new TaskPosters receive a quick survey• Helps measure word-of-mouth, offline and other hard-to- quantify sources
  9. Geographic measurements tell us where virality seeds Where would you spend your marketing dollars?
  10. Don’t forget about retention – it’s cheaper• Email newsletter weekly A/B testing by geo• Rules and behavior based emails Test• Loyalty program user research• Advocacy and research groups Measure (e.g. Yelp elite, ModSquad)
  11. Weekly Testing: Newsletter example• Current “Rabbit Report” converts at 20%• Let’s test 30-day conversions per user – TaskRabbit vs. Task of the weekView rate: 40% View rate: 40% Cost per email: $0.01 CTR: 60% Cost per email: $0.01CTR: 80% Cost per task: $0.09 Conversion: 10% Cost per task: $0.42Conversion: 35%
  12. Be Holistic• Test everything: not just channels• It’s brand, location, messaging, value proposition, AND channel testing Geo 5% Disp. Conv. 10% Disp. Conv. Positioning Channel Brand

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