Lullabot Case Study

CONSULTING
DEVELOPMENT
TRAINING

& donʼt forget videos!

Tuesday, May 18, 2010

Who am I?

twitter: LizaK
LinkedIn: Liza Kindred
SlideShare: LizaK



podcasts
longest running drupal training - 1000’s


biggest websites, highest traffic


personality - top people, friendly, super smart, good communicators
cheeky, kick ass, do our own thing - have fun

http://www.ﬂickr.com/photos/thomashawk/


heard of LB? podcasts? books?
trainings? clients? Bots?

make
mistakes

_tell angie’s mistake story
_my hotel mistake

/via @monstro



footwear - customer service
leon leonwood
1912 - 90%
$1.5B

“room for stupid”


room for stupid
(addi)

give it
away

make mistakes, now

Do what the chefs do.

http://www.ﬂickr.com/photos/disneymike/

Follow the Chefs - Lagasse, Batali, Flay, Child, Oliver. What they do is they out teach, out share, and out contribute their competitors. They’re out
there saying “hey look, I’m a chef, I’m going to give you all my secrets, here they are.” Not afraid to put their ideas out there and let people learn
from them. Not afraid that people will take their ideas and build a restaurant right beside of them. Think about “what’s your cookbook?” ....... In
the business world people ask “why would you want to give this away, won’t your competitors use it?” Give the idea away and get the message out.
Company is lucky if it has customers, very lucky if it has fans, incredibly lucky if it has an audience that comes back to hear what you have to say
every day. -- Jason Fried - 37 Signals


Lullabot’s cookbook

Create then Capture


HENRY CHESBORGOUH - OPEN BUSINESS MODELS - Let's be clear about what is meant by open business
model. A business model performs two important functions: it creates value, and it captures a portion of that
value. It creates value by defining a series of activities from raw materials through to the final consumer that
will yield a new product or service with value being added throughout the various activities. The business
model captures value by establishing a unique resource, asset, or position within that series of activities,
where the firm enjoys a competitive advantage.

Create


Create /then/


Create /then/Capture


Create /then/Capture


drupal community - growing

http://www.ﬂickr.com/photos/charlesc/88771524/



“We're taking the intellectual property we've generated and gleaned from Social Signal's four years of consulting,
strategy and development and making it available for free online, under a Creative Commons license.”

it’s NOT CODE


the compliment to giving it away
must ﬁgure out what to give away and what to keep


what to charge FOR? then what to charge?
“half as much”

I've recently bought the combined video package from
yourselves, and it's really most excellent.

Is there any chance you could make 'Site Building With
Drupal 1' "creative commons", so that people could
share it? I'm sure that your sales would increase as a
result, through encouraging the uptake of Drupal.

all the best, and thanks again for an excellent series.

~john


how do we decide
what to charge for?


arbitrary
constantly changing

what do we charge?


services?
Consulting

Development

Design

Theming

Training

Perf + Scale

0 2.25 4.5 6.75 9


employees?
1-2

3-5

6-10

11-15

15-25

25+

0 1 2 3 4


full time

years?
1-2

<1

1-2

3-4

5+

0 1 2 3 4


consulting?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.75 1.5 2.25 3


not dev

development?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.75 1.5 2.25 3


design?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.5 1 1.5 2


theming?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.75 1.5 2.25 3


training?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.5 1 1.5 2


perf + scalability?
$75-99

$100-124

$125-149

$150-174

$175-$199

$200-224

$225-249

$250-274

$275-300

$300+
0 0.5 1 1.5 2



“Clever entrepreneurs and even established companies can proﬁt from this volunteerism--
but only if they don't get too greedy.” ***?????


designed and selected by the community
1500 designs a week
started with $1k, $5m
designers get paid $2k + gc, more for reprint


open-washing!
mistakes, give away....

have
faith

know your value - you can have faith in what you charge


“in rainbows”
free to
sold 3 mil copies - topped US+UK charts - even without “official sales”


moby gratis .com


nice, healthy budget, fun project


open space


_make lots of mistakes and learn from them
_ﬁgure out what is the most awesome part of what you do
give it away - but not all of it
_have faith in your team and your business model

CONSULTING
DEVELOPMENT
TRAINING

& donʼt forget videos!


_make lots of mistakes and learn from them
_ﬁgure out what is the most awesome part of what you do
give it away - but not all of it
_have faith in your team and your business model

Lullabot Case Study

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