Sticky Services


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  • Abstract (provided by conference organizer) Sticky Services: Domains, Certs, Blogs and SEM Hundreds of new services, technologies and tools exist today in the market that simply weren't here or ready for prime time until now. What do SOHO or SME customers care about AJAX, RSS or SEM? Are all domains, carts, A/V, sitebuilders and certs bound for the goodie bag that comes with that $4.99/mo account? What's up with, blogs or podcasting and is there really any (direct or indirect) money in it for you? How can these fit into your suite of offerings without cannibalizing your existing business or wasting cycles getting up to speed on them or managing a massive array of low-margin options. We'll get to the bottom of it and help you net out what makes sense with actionable, practical advice.
  • Sticky Services

    1. 1. Sticky services
    2. 2. of & for Director Research Innovation Tucows Inc.
    3. 4. Conventional wisdom says…
    4. 5. Sticky services…
    5. 6. … are like a spiders web
    6. 7. (Sticky Bait.) . The more flies you attract…
    7. 8. … the better you eat.
    8. 9. This man is not a fly.
    9. 10. (…but some of your customers might be.)
    10. 11. Give your customers some credit.
    11. 12. Build it…
    12. 13. ..and wait…
    13. 14. People don’t buy “ sticky services” unless they have a pest problem.
    14. 17. Compute?
    15. 18. Learn.
    16. 19. Smash rocks and chip ice?
    17. 20. Achieve.
    18. 21. Copy documents?
    19. 22. Win.
    20. 23. People spend money to achieve goals.
    21. 24. 128k memory. 80 column capability. 3000 programs. CP/M Mode. (wow!) Handy numeric keypad. (click black box to play video)
    22. 25. Make nice reports.
    23. 26. Both were proprietary systems with no real method of data interchange. Both would qualify as “sticky” by most current definitions. One totally got its butt kicked.
    24. 27. … by someone else entirely.
    25. 28. “ Apple must make Macintosh a standard.” - June 25, 1985
    26. 29. Turns out… That the “P” in “PC” stood for Business
    27. 30. Quality. (Many eyeballs) Selection. (Many suppliers) Price. (Many competitors) Safety. (Upgradeable) Goal: Productivity
    28. 31. ? All Gobbledy-gook.
    29. 33.  Sell the Benefit!
    30. 34. People have goals. Remember.
    31. 35. Sticky services…
    32. 36. Help people achieve those goals. Share.
    33. 37. Think.
    34. 40. Partnership… … not product.
    35. 41. “ Gmail is Google's free webmail service. It comes with built-in Google search technology and over 2,600 megabytes of storage (and growing every day).” Live Better. Benefits Over 2gb of Storage Not Features “ All of our family lives in California, and they’re able to get on the Internet and check my web pages. I can’t wait to create a website and do Photocasts and all that — that’s going to be fun for them to see.”
    36. 43.  Sell the Service!
    37. 44. Simple. Is Better.
    38. 45. Make it work better by hiding complexity
    39. 46. … and avoid using Microsoft based systems 
    40. 47. Time… What Customers Want Product Performance Costly Features No One Uses
    41. 48. Support it! Make sure your customers understand how to use what you are giving them. i.e. how to “actualize” the promise!!
    42. 49. 39 % Of customer support email isn’t answered after 3 days. Jupiter Research, Mar. 2006
    43. 50. Tell people about it! You’ve done something very cool now… <ul><li>Blog </li></ul><ul><li>Direct Email </li></ul><ul><li>Local Evangelism </li></ul><ul><li>Website promo </li></ul><ul><li>SEO, SEM </li></ul>
    44. 51. Pick your own path… 
    45. 52. Why follow the herd?
    46. 53. a.k.a. “ If GoDaddy picked their nose…” syndrome
    47. 54. It’s Obligatory Audience Participation Time!!! And now!!!!
    48. 55. Sticky or Not Sticky? Not sticky!
    49. 56. Sticky or Not Sticky? Totally Sticky!!
    50. 57. Sticky or Not Sticky? Sorta Sticky.
    51. 58. Sticky or Not Sticky? Yup. Sticky.
    52. 59. Sticky or Not Sticky? Not sure.
    53. 60. Kids are fickle… These sites will have to stay trendy long enough to get profitable Exhibit A - 2004 Exhibit B – April 2006 Exhibit C – All Years Exhibit D – All Years w/ Control Sample
    54. 61. Sticky or Not Sticky? No call-back… Poor workflow integration… Sold by the pound, not the promise….
    55. 62. .
    56. 63. <ul><li>The Rules of the Game: </li></ul><ul><li>What you sell </li></ul><ul><li>How You Sell </li></ul><ul><li>Who you Sell to </li></ul>
    57. 64. “ Shared hosting will never be the same….hosting providers risk being obviated by the providers of ‘function hosting’…as more web content is [used] in a growing number of places… beyond the web site, providers need to focus on more services than merely hosting the content. There is a massive transition under way in how hosting services can be successfully marketed and sold.” Tier 1 Research, March 2006 “ Internet Infrastructure Services”
    58. 65. Determines what services your Customers will find sticky. And how profitable you will be.
    59. 66. [email_address] t. 416.538.5492 c. 416.828.8783 Blog: