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scaling freemium
brent chudoba
VP, business strategy
@SurveyMonkey
topics
• background and surveymonkey intro
• getting to scale
– discipline and simplicity
– virality
– capital
• taking scale to the next level
– internationalization
– optimization
– product expansion
brent & SurveyMonkey
freemium at scale
discipline and simplicity
• from the perspective of a user, what makes a
service/product the “best” in its category?
– application speed?
– simplicity?
– feature-richness?
– service?
– price?
virality
• inherent virality comes in multiple flavors
– network effects: applications can become more
useful and powerful with usage and more users
– viral loops: usage of the application spreads the
brand and demonstrates new use cases to
potential users
• seeding virality is really hard
– a disciplined approach toward pricing, product
innovation and capital raising innovation is critical
capital
• at scale
– why?
– when?
– who?
• in order to scale?
– why?
taking scale to the next level
internationalization
• north america represents <15% of the global
Internet population
– over 50% of Google’s revenue comes from
international markets
• what prevents international customers from
purchasing your service?
– language
– currency
– payment formats
optimization
• if you could increase one metric in your
business, what would it be?
– users, virality, conversion, activity, engagement..
• optimization isn’t just page testing
– opportunities exist throughout the customer and
product lifecycle and experience
– a great data team can uncover lots of
opportunities
product expansion
• expand where your existing business gives you
inherent advantages
• reinforce the value of your core product
• de-risk decisions
– let data and your user feedback guide your
decisions
– you don’t have to build everything yourself
closing thoughts
• think about data early
• engagement drives conversion
– active users are happy users
• breaking down international product barriers
can dramatically increase your addressable
paid user base

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Brent Chudoba Presentation

  • 1. scaling freemium brent chudoba VP, business strategy @SurveyMonkey
  • 2. topics • background and surveymonkey intro • getting to scale – discipline and simplicity – virality – capital • taking scale to the next level – internationalization – optimization – product expansion
  • 5. discipline and simplicity • from the perspective of a user, what makes a service/product the “best” in its category? – application speed? – simplicity? – feature-richness? – service? – price?
  • 6. virality • inherent virality comes in multiple flavors – network effects: applications can become more useful and powerful with usage and more users – viral loops: usage of the application spreads the brand and demonstrates new use cases to potential users • seeding virality is really hard – a disciplined approach toward pricing, product innovation and capital raising innovation is critical
  • 7. capital • at scale – why? – when? – who? • in order to scale? – why?
  • 8. taking scale to the next level
  • 9. internationalization • north america represents <15% of the global Internet population – over 50% of Google’s revenue comes from international markets • what prevents international customers from purchasing your service? – language – currency – payment formats
  • 10. optimization • if you could increase one metric in your business, what would it be? – users, virality, conversion, activity, engagement.. • optimization isn’t just page testing – opportunities exist throughout the customer and product lifecycle and experience – a great data team can uncover lots of opportunities
  • 11. product expansion • expand where your existing business gives you inherent advantages • reinforce the value of your core product • de-risk decisions – let data and your user feedback guide your decisions – you don’t have to build everything yourself
  • 12. closing thoughts • think about data early • engagement drives conversion – active users are happy users • breaking down international product barriers can dramatically increase your addressable paid user base