Freeing a Service to Educate
a Market Freemium Summit Owen Tripp, COO and Co-Founder

FREEMIUM SUMMIT: Freeing a service
to educate a market A little bit about ReputationDefender • Founded in 2006. Based in Redwood City, CA • Comprehensive suite of privacy and reputation tools focused on controlling publicly visible, online data • Customers in over 100 countries • Direct to consumer marketing (70%), distribution partnerships (30%) • Backed by Maples Investments, Kleiner Perkins, Bessemer and JAFCO

FREEMIUM SUMMIT: Freeing a service
to educate a market 2010 Press Coverage 3

FREEMIUM SUMMIT: Freeing a service
to educate a market Paid membership growth 2006 2008 2010

FREEMIUM SUMMIT: Freeing a service
to educate a market So why in the heck would we pursue Freemium? (and why have I been invited to speak here?)

FREEMIUM SUMMIT: Freeing a service
to educate a market Creating a category is hard… • You need to invent a lexicon • You need to prove that anybody cares (to partners, investors, your colleagues, yourselves?) • You need to ask somebody for some of their precious time • You need to establish the flow of how the experience should work

FREEMIUM SUMMIT: Freeing a service
to educate a market …and expensive • Demand generation media is $$$ • UI iteration and testing takes investment • Evangelism means time and money • Experimentation necessarily means total ROI is less than ideal

FREEMIUM SUMMIT: Freeing a service
to educate a market Plant a few seeds… Knowing where to plant: • Isolate unique pain points within your product solution • Find the “greatest common factor” in how people relate to your product flow • Lower the barrier to entry to a painfully low point

FREEMIUM SUMMIT: Freeing a service
to educate a market …then weed Kill relentlessly: • Toss out ideas that don’t meet a minimum metric threshold (conversion, engagement, etc.) • Diagnose which of your key assumptions might have been off • Shelf concepts which lack a diagnosis

FREEMIUM SUMMIT: Freeing a service
to educate a market Now try to catch as many as you can

FREEMIUM SUMMIT: Freeing a service
to educate a market The seeds we’re planting ① Turn heads, don’t stop iterating until ‘wow’ ② Demonstrate irrefutable expertise, leadership ③ Provide path to paid in a consistent manner ④ Demand metrics but don’t halt product innovation because of tracking issues Our Current Projects: PRIVACY: MyPrivacyFree Results MyPrivacyFree for All PrivacyDefender uProtect.it REPUTATION MONITORING: -> RepAlerts Social Proof (RIP) Idiot Friend of the Day (RIP) FAMILY PRODUCTS: -> KidAlerts Principles of reverse freemium

FREEMIUM SUMMIT: Freeing a service
to educate a market Sample concept: RepAlerts

FREEMIUM SUMMIT: Freeing a service
to educate a market Sample concept: RepAlerts

FREEMIUM SUMMIT: Freeing a service
to educate a market Sample concept: RepAlerts

FREEMIUM SUMMIT: Freeing a service
to educate a market Sample concept: RepAlerts

FREEMIUM SUMMIT: Freeing a service
to educate a market Free Take-Aways • Spend time thinking about your greatest common factors before launching your tests • Feed your best LTV opportunities with paid media (also, understand the differences between cohorts) • Educate through Freemium models • Don’t forget that free is not a business model

FREEMIUM SUMMIT: Freeing a service
to educate a market Help us try ‘em out! www.privacydefender.net www.kidalerts.com www.reputationdefender.com/free http://uProtect.it www.reputationdefender.com/freeprivacy Thank you!