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Amplify Your Growth
Through Resellers
Lars Helgeson
CEO/Founder, GreenRope
1
2
A Little Backstory
2000 - 2011 2011 - 2017+
3
Helping to Define a New Market
4
Other Players
$125M
$74M
$65M $22.7M
$20M
$52.9M$0
5
Advantages of Being A Small Business
Not constrained by investment payback
Product flexibility / responsiveness
Quality ...
6
Direct vs Reseller
Direct Reseller
Demo
Trial
Account
PPC
SEO
3rd Party Lead Gen
Social
Referral
VAR
Account
Affiliates
7
Does it work?
Medical / Dental
195 in 3 years
Logistics
9 in 18 months
GreenRope Direct
490 in 6 years
Religious / NPO
2...
8
By The Numbers
GreenRope
Employees 25
Average revenue per
client (ARPC)
$235 + creative
(projects $2-5k)
Average setup f...
9
65%
35%
Direct
VAR
31%
69%
Direct
VAR
Number of Active Accounts Revenue Generated
10
6%
94%
Direct
VAR
Support Man-Hours
VAR: 20 man-hours to support 900 accounts
Direct: 320 man-hours to support 500 acco...
11
Challenge
Difficult to identify good VAR prospects
Strategy
Focus on Agencies and Consultancies
12
Challenge
Case for product agnosticism
Strategy
Create brand loyalty & recurring revenue
12
13
Challenge
Long lead sale
Strategy
Encourage use of the software directly
1313
14
Challenge
Difficult to find qualified business development staff
Strategy
Patience
141414
15
Challenge
Educating VAR staff
Strategy
Certification program
15151515
16
The VAR Cheat Sheet
1. The product must be designed to VAR from the beginning
2. You must know your VARs and be prepare...
17
Amplify Your Growth
Through Resellers
Lars Helgeson
CEO/Founder, GreenRope
17
Thank You
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Amplify your growth through resellers (Lars Helgeson, GreenRope)

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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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