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Amplify your growth through resellers (Lars Helgeson, GreenRope)

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The Small Business Web Summit 2017 (San Francisco, CA).

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VIDEO: https://www.youtube.com/watch?v=tnani-wlYbE

Amplify your growth through resellers
by Lars Helgeson, Founder/CEO, GreenRope

Published in: Marketing
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Amplify your growth through resellers (Lars Helgeson, GreenRope)

  1. 1. Amplify Your Growth Through Resellers Lars Helgeson CEO/Founder, GreenRope 1
  2. 2. 2 A Little Backstory 2000 - 2011 2011 - 2017+
  3. 3. 3 Helping to Define a New Market
  4. 4. 4 Other Players $125M $74M $65M $22.7M $20M $52.9M$0
  5. 5. 5 Advantages of Being A Small Business Not constrained by investment payback Product flexibility / responsiveness Quality of customer service Family atmosphere
  6. 6. 6 Direct vs Reseller Direct Reseller Demo Trial Account PPC SEO 3rd Party Lead Gen Social Referral VAR Account Affiliates
  7. 7. 7 Does it work? Medical / Dental 195 in 3 years Logistics 9 in 18 months GreenRope Direct 490 in 6 years Religious / NPO 23 in 3 years Legal 32 in 3 years
  8. 8. 8 By The Numbers GreenRope Employees 25 Average revenue per client (ARPC) $235 + creative (projects $2-5k) Average setup fee US$440 Average cost to acquire new client US$700 Average time in funnel 27 days Average conversion from trial to paid 36% Employees 1-35 Average revenue per client (ARPC) $180 - $290 + services (up to $15k/month/acc) Average setup fee $0 - $2,000 Average cost to acquire new client $500 - $3,000 Average time in funnel 15 - 180 days Average conversion from trial to paid 20 - 70% VARs
  9. 9. 9 65% 35% Direct VAR 31% 69% Direct VAR Number of Active Accounts Revenue Generated
  10. 10. 10 6% 94% Direct VAR Support Man-Hours VAR: 20 man-hours to support 900 accounts Direct: 320 man-hours to support 500 accounts Efficiency increase of 600%
  11. 11. 11 Challenge Difficult to identify good VAR prospects Strategy Focus on Agencies and Consultancies
  12. 12. 12 Challenge Case for product agnosticism Strategy Create brand loyalty & recurring revenue 12
  13. 13. 13 Challenge Long lead sale Strategy Encourage use of the software directly 1313
  14. 14. 14 Challenge Difficult to find qualified business development staff Strategy Patience 141414
  15. 15. 15 Challenge Educating VAR staff Strategy Certification program 15151515
  16. 16. 16 The VAR Cheat Sheet 1. The product must be designed to VAR from the beginning 2. You must know your VARs and be prepared to insulate their brand 3. Get the VAR to use your product 4. Prepare to spend 10x the time training and supporting your VARs 5. Use automation to streamline sales, marketing, and on-boarding 6. Treat your VARs with abundant support 7. Share your usage and marketing data with your VARs 8. Be careful with exclusives 9. Be prepared to provide a parachute in case of total failure 10. Listen to your VARs and let them help you drive product development
  17. 17. 17 Amplify Your Growth Through Resellers Lars Helgeson CEO/Founder, GreenRope 17 Thank You

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