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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!

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Owen Tripp Presentation

  • 1. Freeing a Service to Educate a Market Freemium Summit Owen Tripp, COO and Co-Founder
  • 2. 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
  • 3. FREEMIUM SUMMIT: Freeing a service to educate a market 2010 Press Coverage 3
  • 4. FREEMIUM SUMMIT: Freeing a service to educate a market Paid membership growth 2006 2008 2010
  • 5. 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?)
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. FREEMIUM SUMMIT: Freeing a service to educate a market Now try to catch as many as you can
  • 11. 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
  • 12. FREEMIUM SUMMIT: Freeing a service to educate a market Sample concept: RepAlerts
  • 13. FREEMIUM SUMMIT: Freeing a service to educate a market Sample concept: RepAlerts
  • 14. FREEMIUM SUMMIT: Freeing a service to educate a market Sample concept: RepAlerts
  • 15. FREEMIUM SUMMIT: Freeing a service to educate a market Sample concept: RepAlerts
  • 16. 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
  • 17. 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!