[WMD 2015] Thumbtack >> Sander Daniels, "The Big Reveal: The Correlation Between Revenue Models & Online Marketing Success (aka "How To Acquire Your First 1 Million Users")"

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500 Startups

Sander Daniels, Co-Founder, Thumbtack

Marketing Small Business & Entrepreneurship Technology

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
MARKETING?
2

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 3

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 4

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 5

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 6

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1M+ PROS, 0 SALESPEOPLE
25M CONSUMER VISITS IN ’14
$1.8B IN BUSINESS TO OUR PROS
7

8THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
SO HOW’D WE
ACQUIRE OUR
FIRST MILLION
USERS?
8

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 9

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 10

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 11

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 12

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
NO
SCRAPPYTHINGS
SEO
CONTENT
MARKETING
YES
SEM
FACEBOOK ADS
DISPLAYADS
MOBILE
DOWNLOADS
BRANDING
YOUR REVENUE MODEL DETERMINES THE MARKETING
CHANNELS THAT ARE AVAILABLE TO YOU
?
13

14THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
THREE REVENUE MODELS:
14
1. FREE
2. GOOD
3. GREAT

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1. FREE
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
15

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 16

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1. FREE
SCRAPPYTHINGS
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
17

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 18

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1. FREE
SEO
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
19

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
SEO
20

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1. FREE
SEO
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
21

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
1. FREE
CONTENT MARKETING
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
22

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 23

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 24

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
2. GOOD
CAN BE GOOD FOR A WHILE …
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
25

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
$50 REVENUE/MONTH
26

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
2. GOOD
CAN BE GOOD FOR A WHILE …
… BUT ONLYTAKES YOU SO FAR
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
27

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
$50 REVENUE/MONTH $3 REVENUE/TRANSACTION,
$2 COST/TRANSACTION
28

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
WE SWITCHED FROM A “GOOD” TO
A “BETTER” BUSINESS MODEL HERE
29

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
3. GREAT
3 REVENUE MODELS:
1. FREE
2. GOOD
3. GREAT
30
SCALABLE TO THE DEGREE
THAT YOUR BUSINESS MODEL
IS COMPETITIVE

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 31

32THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
ONLINE
MARKETING IS
A BUSINESS
MODEL
COMPETITION32

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 33

THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015
SANDER DANIELS
SANDER@THUMBTACK.COM
34

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[WMD 2015] Thumbtack >> Sander Daniels, "The Big Reveal: The Correlation Between Revenue Models & Online Marketing Success (aka "How To Acquire Your First 1 Million Users")"

1. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 YOUR FIRST MILLION USERS SANDER DANIELS CO-FOUNDER, THUMBTACK 1

2. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 MARKETING? 2

3. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 3

4. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 4

5. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 5

6. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 6

7. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1M+ PROS, 0 SALESPEOPLE 25M CONSUMER VISITS IN ’14 $1.8B IN BUSINESS TO OUR PROS 7

8. 8THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 SO HOW’D WE ACQUIRE OUR FIRST MILLION USERS? 8

9. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 9

10. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 10

11. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 11

12. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 12

13. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 NO SCRAPPYTHINGS SEO CONTENT MARKETING YES SEM FACEBOOK ADS DISPLAYADS MOBILE DOWNLOADS BRANDING YOUR REVENUE MODEL DETERMINES THE MARKETING CHANNELS THAT ARE AVAILABLE TO YOU ? 13

14. 14THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 THREE REVENUE MODELS: 14 1. FREE 2. GOOD 3. GREAT

15. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1. FREE 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 15

16. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 16

17. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1. FREE SCRAPPYTHINGS 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 17

18. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 18

19. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1. FREE SEO 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 19

20. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 SEO 20

21. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1. FREE SEO 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 21

22. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 1. FREE CONTENT MARKETING 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 22

23. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 23

24. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 24

25. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 2. GOOD CAN BE GOOD FOR A WHILE … 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 25

26. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 $50 REVENUE/MONTH 26

27. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 2. GOOD CAN BE GOOD FOR A WHILE … … BUT ONLYTAKES YOU SO FAR 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 27

28. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 $50 REVENUE/MONTH $3 REVENUE/TRANSACTION, $2 COST/TRANSACTION 28

29. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 WE SWITCHED FROM A “GOOD” TO A “BETTER” BUSINESS MODEL HERE 29

30. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 3. GREAT 3 REVENUE MODELS: 1. FREE 2. GOOD 3. GREAT 30 SCALABLE TO THE DEGREE THAT YOUR BUSINESS MODEL IS COMPETITIVE

31. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 31

32. 32THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 ONLINE MARKETING IS A BUSINESS MODEL COMPETITION32

33. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 33

34. THUMBTACK WEAPONS OF MASS DISTRIBUTION MAY 1 2015 SANDER DANIELS SANDER@THUMBTACK.COM 34

[WMD 2015] Thumbtack >> Sander Daniels, "The Big Reveal: The Correlation Between Revenue Models & Online Marketing Success (aka "How To Acquire Your First 1 Million Users")"

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[WMD 2015] Thumbtack >> Sander Daniels, "The Big Reveal: The Correlation Between Revenue Models & Online Marketing Success (aka "How To Acquire Your First 1 Million Users")"