David cancel performable pivot-sxsw-2011

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David Cancel discusses Performable's journey of pivoting its product offering twice based on customer feedback in order to better serve metrics-driven marketers. The initial product focused on automatic optimization but customers wanted more customization, so the first pivot supported customization more which was difficult for SMB customers to use. The second pivot focused on building a platform that metrics-driven marketers were willing to pay for upfront and use daily by solving their problems.

Business

Pivot to Win
Performable Case Study

David Cancel
The Lean Startup @ SXSWi - March 12, 2011

Our Vision for Performable
★ Combine Insights with Actions
★ Built for Marketers not Analysts
★ Powered by a Web-scale CRM
★ Software as a Service, No IT

First Iteration: What We Learned

★ Automatic optimization didn’t matter
★ Marketers want to customize
★ WYSIWYG experience not gratifying

Pivot #1: What We Learned

★ Supporting customization is hard
★ SMB customers require education
★ Landing pages were “nice-to-have”

Metrics-Driven Marketers

★ Appreciated our platform
★ Willing to pay up-front for solution
★ Heavy daily users of our software

The Real Competition is
Indiﬀerence NOT Startups

dcancel@performable.com
http://twitter.com/dcancel
http://www.performable.com/

:-) Thank You!

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