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Pivoting in a Lean Startup - A Case Study by EditMe


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In 2010, EditMe has gone from a wiki platform, to website CMS for online communities, to internal collaboration software. Matthew Mamet and Matt Wiseley will talk about how EditMe interviewed key customers, did homepage A/B tests, and how we've built our internal KPI dashboard to provide metrics to inform our decisions - all while continuing to acquire and support a thriving customer base of over 650 paying customers

We don't have all the answers on what makes a successful pivot, but we're willing to share what we've learned about how we setup our analytics, test our hypothesis, and how we learned to be efficient with our time.

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Pivoting in a Lean Startup - A Case Study by EditMe

  1. 1. Pivoting in a Lean Startup June 24, 2010
  2. 2. What is EditMe? <ul><li>In 2003, a side project started by Matt Wiseley while working at Embarc, a interactive agency. </li></ul><ul><li>The web site solution for wiki’s, blogs, content, and collaboration sites </li></ul>
  3. 4. What is EditMe? <ul><li>In 2005 . . . . </li></ul><ul><li>The first WYSIWYG Wiki Platform </li></ul><ul><li>PC Magazine Editor’s Choice </li></ul><ul><li>A MicroISV, Matt quits his day job and moves to EditMe fulltime </li></ul><ul><li>EditMe is a new service that empowers non-technical users to quickly and easily build and host irresistibly editable web sites. </li></ul>
  4. 6. Gartner Hype Cycle - 2006
  5. 7. Better add more, better FEATURES! <ul><li>Skins </li></ul><ul><li>Style Editors </li></ul><ul><li>Modules </li></ul><ul><li>Development Platform </li></ul><ul><li>APIs </li></ul><ul><li>Calendars </li></ul><ul><li>To-Do lists </li></ul><ul><li>Widgets </li></ul><ul><li>Site Export </li></ul><ul><li>RSS feeds </li></ul><ul><li>Delicious Integration </li></ul><ul><li>Image Gallery </li></ul><ul><li>Full text attachment search </li></ul><ul><li>Form Builders </li></ul>
  6. 9. What is EditMe? 2009
  7. 10. Gartner Hype Cycle 2009
  8. 11. Problem <ul><li>EditMe is too many things, to too many people </li></ul><ul><li>How to attract more of the people like our existing customers, who love us? </li></ul><ul><ul><li>Focus on fewer, simpler features </li></ul></ul><ul><li>Which features? Which users? Which results? </li></ul>
  9. 12. Who are current Customers?
  10. 13. Who are current Customers?
  11. 14. Who knows what these people want? <ul><li>The Micropreneur Academy </li></ul><ul><li>Authors of “E-Myth” </li></ul><ul><li>Small Business Owners themselves (via BNI) </li></ul><ul><li>Business Process Consultants that we harassed via Twitter </li></ul>
  12. 15. First Pivot
  13. 16. Our Results <ul><li>Looks great! What do you guys do? </li></ul><ul><li>We didn’t pivot hard enough </li></ul>
  14. 17. A/B Tests
  15. 20. New Problem <ul><li>Hey, this thing isn’t as easy/collaborative/awesome/etc as I thought! </li></ul><ul><li>How should EditMe help our customers use this product to be successful? </li></ul><ul><li>We didn’t know </li></ul><ul><li>We only understand AA and the 3 rd R </li></ul>
  16. 21. Personalized Account Review
  17. 22. We have a much better understanding <ul><li>Who would like our product </li></ul><ul><li>Where to find them </li></ul><ul><li>How to encourage them to try it </li></ul><ul><li>How to help them understand and use it </li></ul>
  18. 25. Tools <ul><li>Google Analytics to measure Acquisition and Activation </li></ul><ul><ul><li>Goals, (tried KissMetrics, switched back to GA) </li></ul></ul><ul><ul><li>Custom Events </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><li>MailChimp to enhance Referral and Retention </li></ul><ul><ul><li>Drip campaigns </li></ul></ul><ul><ul><li>Autoresponders </li></ul></ul><ul><li>KissInsights Surveys for Customer Satisfaction </li></ul><ul><li>A Homegrown Report and Spreadsheet to track Revenue </li></ul><ul><li>EditMe for collaboration </li></ul>
  19. 26. What is EditMe? <ul><li>Easiest way to create collaborative websites </li></ul><ul><li>Combine the learning of everyone on the team and improve the way work gets done. </li></ul>