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@mikearsenault#failcon
@mikearsenault   #failcon
@mikearsenault   #failcon
@mikearsenault   #failcon
@mikearsenault   #failcon
@mikearsenault   #failcon
@mikearsenault   #failcon
LEARN                 FROM OUR MISTAKES@mikearsenault                       #failcon
2009       SMB Phone System                             Grasshopper R&D                  2010                         SaaS...
2010                              SMB Word of Mouth                 April 2011@mikearsenault                            #f...
2010                              14 MONTHS                                   SMB Word of Mouth                           ...
40,000                 0                 CUSTOMERS   SALESPEOPLE@mikearsenault                             #failcon
40%                 WORD OF MOUTH@mikearsenault                   #failcon
Encourage More Referrals@mikearsenault              #failcon
Refer An Entrepreneur@mikearsenault                           #failcon
Ot‫ה‬rMar            ls                Reþr   Ent p      ur          $200                 $25                 CPA         ...
Word of Mouth                 Referral System@mikearsenault                     #failcon
@mikearsenault   #failcon
+7@mikearsenault        #failcon
✔	  A+, Experienced Team                 ✔	  	  Experienced Founders                 ✔	  	  40,000 Customers              ...
We still failed.@mikearsenault          #failcon
Why?                 3x                 CHURN             dn’t             Cus         rs@mikearsenault                   ...
Why?                 3x               3x                 CHURN            CPA             dn’t             Ra o Ads?      ...
Why?                 3x               3x         ✗	  	  High Touch                 CHURN            CPA             dn’t  ...
Wasted Our Beta List@mikearsenault                          #failcon
Wasted Our Beta List                     CHIRP@mikearsenault                          #failcon
Bigger Team ≠	 Higher Velocity                          Product                 Design             Engineering@mikearsenau...
Didn’t Charge From Day 1@mikearsenault                       #failcon
Didn’t Charge From Day 1           MUST           HAVE@mikearsenault                       #failcon
Didn’t Charge From Day 1           MUST                  DATA           HAVE@mikearsenault                       #failcon
Didn’t Charge From Day 1           MUST                  DATA   FEEDBACK           HAVE@mikearsenault                     ...
Didn’t Charge From Day 1           MUST                  DATA   FEEDBACK   MORALE           HAVE@mikearsenault            ...
Product > Marketing@mikearsenault                         #failcon
Product > Marketing                   Building   Talking To                   Product      Users@mikearsenault            ...
@mikearsenault   #failcon
@mikearsenault   #failcon
Thanks. @mikearsenaultmike@rejoiner.com
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How Not To Manage Product (Mike Arsenault) - Failcon 2012

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My talk from Failcon 2012 - October 22nd, 2012

Published in: Business
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How Not To Manage Product (Mike Arsenault) - Failcon 2012

  1. 1. @mikearsenault#failcon
  2. 2. @mikearsenault #failcon
  3. 3. @mikearsenault #failcon
  4. 4. @mikearsenault #failcon
  5. 5. @mikearsenault #failcon
  6. 6. @mikearsenault #failcon
  7. 7. @mikearsenault #failcon
  8. 8. LEARN FROM OUR MISTAKES@mikearsenault #failcon
  9. 9. 2009 SMB Phone System Grasshopper R&D 2010 SaaS Subscription Billing@mikearsenault #failcon
  10. 10. 2010 SMB Word of Mouth April 2011@mikearsenault #failcon
  11. 11. 2010 14 MONTHS SMB Word of Mouth $500,000 April 2011@mikearsenault #failcon
  12. 12. 40,000 0 CUSTOMERS SALESPEOPLE@mikearsenault #failcon
  13. 13. 40% WORD OF MOUTH@mikearsenault #failcon
  14. 14. Encourage More Referrals@mikearsenault #failcon
  15. 15. Refer An Entrepreneur@mikearsenault #failcon
  16. 16. Ot‫ה‬rMar ls Reþr Ent p ur $200 $25 CPA CPA $100K SIGN UP REVENUE 1.5% 22% CONVERSION CONVERSION@mikearsenault #failcon
  17. 17. Word of Mouth Referral System@mikearsenault #failcon
  18. 18. @mikearsenault #failcon
  19. 19. +7@mikearsenault #failcon
  20. 20. ✔  A+, Experienced Team ✔    Experienced Founders ✔    40,000 Customers ✔    2,000 Beta Opt-ins ✔    Endless Resources  @mikearsenault #failcon
  21. 21. We still failed.@mikearsenault #failcon
  22. 22. Why? 3x CHURN dn’t Cus rs@mikearsenault #failcon
  23. 23. Why? 3x 3x CHURN CPA dn’t Ra o Ads? Cus rs L ar@mikearsenault #failcon
  24. 24. Why? 3x 3x ✗    High Touch CHURN CPA dn’t Ra o Ads? No s‫פ‬ Cus rs L ar@mikearsenault #failcon
  25. 25. Wasted Our Beta List@mikearsenault #failcon
  26. 26. Wasted Our Beta List CHIRP@mikearsenault #failcon
  27. 27. Bigger Team ≠ Higher Velocity Product Design Engineering@mikearsenault #failcon
  28. 28. Didn’t Charge From Day 1@mikearsenault #failcon
  29. 29. Didn’t Charge From Day 1 MUST HAVE@mikearsenault #failcon
  30. 30. Didn’t Charge From Day 1 MUST DATA HAVE@mikearsenault #failcon
  31. 31. Didn’t Charge From Day 1 MUST DATA FEEDBACK HAVE@mikearsenault #failcon
  32. 32. Didn’t Charge From Day 1 MUST DATA FEEDBACK MORALE HAVE@mikearsenault #failcon
  33. 33. Product > Marketing@mikearsenault #failcon
  34. 34. Product > Marketing Building Talking To Product Users@mikearsenault #failcon
  35. 35. @mikearsenault #failcon
  36. 36. @mikearsenault #failcon
  37. 37. Thanks. @mikearsenaultmike@rejoiner.com

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