GROWtalks - Scalable and Repeatable Business Models - Scott Kvetin Urban Airship

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Scott Kveton is the co-founder and CEO of Urban Airship, which helps the world's top brands do great things in mobile. Kveton is widely recognized as an expert on mobile app strategy, user engagement and cloud infrastructure, and was named a Top 10 Mobile Mover for 2012 by VentureBeat.

Technology Business

Scalable & Repeatable Business Models

Scott Kveton - August 22nd, 2012

* Conﬁdential *

Wednesday, August 15, 12

3 tales & 3 lessons

Wednesday, August 15, 12

Father, geek, foodie, pizza
maker & bacon lover.
Wednesday, August 15, 12

Tale #1: For the love of bacon

Wednesday, August 15, 12

I sold bacon on the Internet.

Wednesday, August 15, 12

Timeline

• Have few beers with friends
• Joke about “selling bacon on the Internet”
• Talk trash about it
• Buy domain name
• Realize you’re committed (aka “oh shit”)
• Set a date
• Go!

Wednesday, August 15, 12

Launch in 30 days.

Wednesday, August 15, 12

Figure it out: Go!

•Fulﬁllment •Content
•Inventory •Price Points
•Website technology •Product – Bacon
•Promotion/marketing •Product – T-Shirts

Wednesday, August 15, 12

Technologies we used
• Google Checkout • Bank of America
• JS-Kit – Reviews • Endicia – Postage
• IntenseDebate – comments • USPS – Shipping
• WordPress – Blog • HP - inkjet printer
• AWS – Backups • iMovie, Photoshop
• Vimeo – vids • Craigslist - Fridges/Freezers
• Ads: Google, Facebook & MySpace • Friends – Models
• Google Analytics • Designer - Wives
• RingCentral - Phone/Fax
• UserVoice – Feedback
• Linode – Hosting
• MyCorporation.com

Wednesday, August 15, 12

We did it in 21 days.

Wednesday, August 15, 12

Lesson #1: Ship fast and see if the
market is there

Wednesday, August 15, 12

Tale #2: For the love of airships.

Wednesday, August 15, 12

@kveton’s oﬃce

@robotadam
@steve918

@mtrichardson

August 28th, 2008
Photo credit: Jacob Kaplan-Moss
Wednesday, August 15, 12

Guidelines
1. Business model from day 1.
2. Launch in 30 days or less.
3. Company name must have
“Airship” in it.

Wednesday, August 15, 12

How do you tell everybody in the
world about your company?

Wednesday, August 15, 12

Getting the word out

Wednesday, August 15, 12

Perfect target audience:
•Rabid developers
•Captive audience
•Been in line for hours
•Don’t tend to think ahead

WWDC June 9th, 2009
Wednesday, August 15, 12

End of the line

WWDC June 9th, 2009
Wednesday, August 15, 12

Started with “Basic” & “Call for pricing”

Wednesday, August 15, 12

Lesson #2: You will spend a shit ton
of time on pricing and packaging.
Think long and hard about it.

Wednesday, August 15, 12

Tale #3: Location FTW.

Wednesday, August 15, 12

Lesson #3: Your customers will tell
you what you’re supposed to sell
them. Not Techcrunch.

Wednesday, August 15, 12

Conclusion:

• Launch early, ﬁnd your market
• Think hard on pricing/packaging
• Listen to your customers

Wednesday, August 15, 12

Q&A
scott@urbanairship.com
* Conﬁdential *

Wednesday, August 15, 12

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GROWtalks - Scalable and Repeatable Business Models - Scott Kvetin Urban Airship

1. Scalable & Repeatable Business Models Scott Kveton - August 22nd, 2012 * Conﬁdential * Wednesday, August 15, 12

2. 3 tales & 3 lessons Wednesday, August 15, 12

3. Father, geek, foodie, pizza maker & bacon lover. Wednesday, August 15, 12

4. OpenID Wednesday, August 15, 12

5. Tale #1: For the love of bacon Wednesday, August 15, 12

6. I sold bacon on the Internet. Wednesday, August 15, 12

7. WTF?! Wednesday, August 15, 12

8. Timeline • Have few beers with friends • Joke about “selling bacon on the Internet” • Talk trash about it • Buy domain name • Realize you’re committed (aka “oh shit”) • Set a date • Go! Wednesday, August 15, 12

9. Launch in 30 days. Wednesday, August 15, 12

10. Wednesday, August 15, 12

11. Figure it out: Go! •Fulﬁllment •Content •Inventory •Price Points •Website technology •Product – Bacon •Promotion/marketing •Product – T-Shirts Wednesday, August 15, 12

12. Wednesday, August 15, 12

13. Wednesday, August 15, 12

14. Technologies we used • Google Checkout • Bank of America • JS-Kit – Reviews • Endicia – Postage • IntenseDebate – comments • USPS – Shipping • WordPress – Blog • HP - inkjet printer • AWS – Backups • iMovie, Photoshop • Vimeo – vids • Craigslist - Fridges/Freezers • Ads: Google, Facebook & MySpace • Friends – Models • Google Analytics • Designer - Wives • RingCentral - Phone/Fax • UserVoice – Feedback • Linode – Hosting • MyCorporation.com Wednesday, August 15, 12

15. We did it in 21 days. Wednesday, August 15, 12

16. Lesson #1: Ship fast and see if the market is there Wednesday, August 15, 12

17. Tale #2: For the love of airships. Wednesday, August 15, 12

18. Wednesday, August 15, 12

19. @kveton’s oﬃce @robotadam @steve918 @mtrichardson August 28th, 2008 Photo credit: Jacob Kaplan-Moss Wednesday, August 15, 12

20. Guidelines 1. Business model from day 1. 2. Launch in 30 days or less. 3. Company name must have “Airship” in it. Wednesday, August 15, 12

21. How do you tell everybody in the world about your company? Wednesday, August 15, 12

22. Getting the word out Wednesday, August 15, 12

23. Getting the word out Wednesday, August 15, 12

24. 1 of 4 carts Wednesday, August 15, 12

25. Wednesday, August 15, 12

26. Perfect target audience: •Rabid developers •Captive audience •Been in line for hours •Don’t tend to think ahead WWDC June 9th, 2009 Wednesday, August 15, 12

27. End of the line WWDC June 9th, 2009 Wednesday, August 15, 12

28. Wednesday, August 15, 12

29. Wednesday, August 15, 12

30. Started with “Basic” & “Call for pricing” Wednesday, August 15, 12

31. Wednesday, August 15, 12

32. Lesson #2: You will spend a shit ton of time on pricing and packaging. Think long and hard about it. Wednesday, August 15, 12

33. Tale #3: Location FTW. Wednesday, August 15, 12

34. Wednesday, August 15, 12

35. Wednesday, August 15, 12

36. Lesson #3: Your customers will tell you what you’re supposed to sell them. Not Techcrunch. Wednesday, August 15, 12

37. Conclusion: • Launch early, ﬁnd your market • Think hard on pricing/packaging • Listen to your customers Wednesday, August 15, 12

38. Q&A scott@urbanairship.com * Conﬁdential * Wednesday, August 15, 12

GROWtalks - Scalable and Repeatable Business Models - Scott Kvetin Urban Airship

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