owen tripp presentation
Post on 20-Oct-2014
1.670 views
DESCRIPTION
Educating a Market, Freeing a ServiceTRANSCRIPT
Freeing a Service to Educate a MarketFreemium Summit
Owen Tripp, COO and Co-Founder
FREEMIUM SUMMIT: Freeing a service to educate a market
A little bit about ReputationDefender
• Founded in 2006. Based in Redwood City, CA• Comprehensive suite of privacy and
reputation tools focused on controlling publicly visible, online data
• Customers in over 100 countries• Direct to consumer marketing (70%),
distribution partnerships (30%)• Backed by Maples Investments, Kleiner
Perkins, Bessemer and JAFCO
FREEMIUM SUMMIT: Freeing a service to educate a market
2010 Press Coverage
3
FREEMIUM SUMMIT: Freeing a service to educate a market
Paid membership growth
2006 2008 2010
FREEMIUM SUMMIT: Freeing a service to educate a market
So why in the heck would we pursue Freemium?(and why have I been invited to speak here?)
FREEMIUM SUMMIT: Freeing a service to educate a market
Creating a category is hard…
• You need to invent a lexicon• You need to prove that anybody cares (to
partners, investors, your colleagues, yourselves?)
• You need to ask somebody for some of their precious time
• You need to establish the flow of how the experience should work
FREEMIUM SUMMIT: Freeing a service to educate a market
…and expensive
• Demand generation media is $$$• UI iteration and testing takes investment• Evangelism means time and money• Experimentation necessarily means total ROI
is less than ideal
FREEMIUM SUMMIT: Freeing a service to educate a market
Plant a few seeds…
Knowing where to plant:• Isolate unique pain points
within your product solution
• Find the “greatest common factor” in how people relate to your product flow
• Lower the barrier to entry to a painfully low point
FREEMIUM SUMMIT: Freeing a service to educate a market
…then weed
Kill relentlessly:• Toss out ideas that don’t
meet a minimum metric threshold (conversion, engagement, etc.)
• Diagnose which of your key assumptions might have been off
• Shelf concepts which lack a diagnosis
FREEMIUM SUMMIT: Freeing a service to educate a market
Now try to catch as many as you can
FREEMIUM SUMMIT: Freeing a service to educate a market
The seeds we’re planting
①Turn heads, don’t stop iterating until ‘wow’
②Demonstrate irrefutable expertise, leadership
③Provide path to paid in a consistent manner
④Demand metrics but don’t halt product innovation because of tracking issues
Our Current Projects:
PRIVACY:MyPrivacyFree ResultsMyPrivacyFree for AllPrivacyDefenderuProtect.it
REPUTATION MONITORING:-> RepAlertsSocial Proof (RIP)Idiot Friend of the Day (RIP)
FAMILY PRODUCTS:-> KidAlerts
Principles of reverse freemium
FREEMIUM SUMMIT: Freeing a service to educate a market
Sample concept: RepAlerts
FREEMIUM SUMMIT: Freeing a service to educate a market
Sample concept: RepAlerts
FREEMIUM SUMMIT: Freeing a service to educate a market
Sample concept: RepAlerts
FREEMIUM SUMMIT: Freeing a service to educate a market
Sample concept: RepAlerts
FREEMIUM SUMMIT: Freeing a service to educate a market
Free Take-Aways
• Spend time thinking about your greatest common factors before launching your tests
• Feed your best LTV opportunities with paid media (also, understand the differences between cohorts)
• Educate through Freemium models• Don’t forget that free is not a business model
FREEMIUM SUMMIT: Freeing a service to educate a market
Help us try ‘em out!
www.privacydefender.netwww.kidalerts.comwww.reputationdefender.com/freehttp://uProtect.itwww.reputationdefender.com/freeprivacy
Thank you!