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[App]vertising

Wolf Becvar
That’s Me

Wolf Becvar
@wdbecvar

Product Manager
@hotgloo

#appvert #riaworld

Source: Scott Beale /Laughing Squid, laughingsquid.com


The Online Wireframe App
Concept Development Design
12/2008 03/2009 08/2009 02/2010

08/2009
02/2009 04/2009

> Start > Start > Beta Launch LAUNCH


Development Communication

> Hannes > Go HotGloo! NOMINEE for Best of RIA 2009


Diploma O’Reilly InsideRIA
This IS NOT about ...
This IS about ...
Contents

• The importance of marketing in the


webapp business
• The game rules of marketing have
altered
• 23 DOs and DONTs when marketing
a webapp
Why is marketing so
damn important?
Marketing is the hardest part
in building a web business.
Average monthly marketing spend

3 %5 %
12 % 0
$0 - $100
$100 - $1.000
$1.000 - $10.000
$10.000 - $50.000
55 %
17 % $50.000 - $100.000
n=66

9 %

Source: TechCrunch Survey 2009 http://bit.ly/90DX0N


The World has changed.
Source: http://www.flickr.com/photos/myklroventine/2372327933/
The Web has changed.
Source: http://www.flickr.com/photos/xingty/3421423768/sizes/l/
Marketing has changed
forever.
Evolution of Marketing

FEATURES BENEFITS EXPERIENCE IDENTIFICATION


“What it has” “What it does” “What you’ll feel” “Who you are”

1900 1925 1950 2000

Source: Marty Neumeier, The Brand Gap


Old Communication Model

SENDER MESSAGE RECEIVER

Source: Marty Neumeier, The Brand Gap


Source: http://www.flickr.com/photos/tripwolf/2725540652/sizes/o/
New Communication Model

SENDER MESSAGE RECEIVER

Source: Marty Neumeier, The Brand Gap


Consumers People
Product Experience

Identity Personality
Function Identification

Communication Dialogue
Service Realtionship
“ Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.”

- American Marketing Association


“ EVERYTHING IS
MARKETING.”
- Jason Fried, 37Signals
“ EVERYTHING IS
MARKETING.”
- Jason Fried, 37Signals
4Ps of Marketing

P P
PRODUCT PRICE

P P
PLACE PROMOTION
4Cs of Marketing

C C
Consumer wants
and needs Cost to satisfy

C C
Convenience to
buy Communication
4Cs of Marketing

C C
Consumer wants
and needs Cost to satisfy

C C
Convenience to
buy Communication
Why?
Innovate
4Cs of Marketing

C C
Consumer wants
and needs Cost to satisfy

C C
Convenience to
buy Communication
• what would you pay?
• charge in $ USD
• don‘t be innovative
• be really boring
Give something away for free!
4Cs of Marketing

C C
Consumer wants
and needs Cost to satisfy

C C
Convenience to
buy Communication
Who are your customers?
Where do you fit in?
4Cs of Marketing

C C
Consumer wants
and needs Cost to satisfy

C C
Convenience to
buy Communication
“ MARKETS ARE
CONVERSATION.”
- 1st These, Cluetrain Manifesto
#1
Define your
Vision and Values
“ A Brand is a person’s gut
feeling about a product,
service, or company.”
Marty Neumeir, Liquid Agency
Your LOGO is not your BRAND!
Who are you?
What do you do?
Why does it matter?
#3 Don’t ignore
your BRAND

Source: banksy.co.uk/
“ The best software has a vision.
The best software takes sides.
When someone uses software,
they’re not just looking for features,
they’re looking for an approach.
They’re looking for a vision.“

- Jason Fried, 37Signals


#3
Care about
your NAME
• Meaningful
• Distinctive
• Future-oriented
• Modular
• Protectable
• Positive
• Visual
Source: http://www.flickr.com/photos/stabilo-boss/
#4
be
different
“ If everyone ZIGS, ZAG!”
Marty Neumeir, Liquid Agency
Source: http://www.spaceff.com/Aeron1.jpg
#5
Create A
Personality
around your
Brand
#6 be
emotional
#7
Be
TRANSPARENT
#7
Tell
A Story
#8 Do it like
HOLLYWOOD
#9
Communicate
since Day -XY
http://www.flaek.com/
#10 Choose your weapons of choice
Source: http://www.flickr.com/photos/briansolis/2735401175/
• Research
• Identify
• Listen
• Learn
• Act
• React
[App]itecture
#13 Beta or NOT?
#16 Worship
your UX
#11 Get A-List
customers
“Working with
HotGloo has been
a dream come
true.”

Mark Unger /
Director of Interactive/Partner
of Push.
#12 Promote your
Webapp

• Compiled List
http://hubpages.com/hub/Promote_your_Webapp
• TechCrunch
http://www.crunchbase.com/
• WebAppers
http://www.webappers.com/
#14 Sell your
By-Products
#15
Bridge
the GAP
Throw a Party

http://www.flickr.com/photos/qypeuk/3637620452/sizes/o/in/set-72157619894149838/
Set up a Workshop
Sponsor Booths/Events
#17 Join the
CONVERSATION
#18
Build loyal
foundations
#19
Use the
power of
the crowd
Go Viral!
Source: http://grasshopper.com/5000
#20
take care of
your USERS

It takes months to find a customer
but seconds to lose one.”
“ Listen to your customers, but then
ignore them. Remember your
vision.”
- Jason from Mint.com
If you screw up, tell!

Source: banksy.co.uk/
#22
Know your
metrics
www.hotgloo.com Feb 14, 2010 - Oct 31, 2010
Referring Sites Comparing to: Site
Visits

2,000 2,000

1,000 1,000

0 0

Feb 15 Mar 10 Apr 2 Apr 25 May 18 Jun 10 Jul 3 Jul 26 Aug 18 Sep 10 Oct 3 Oct 26

Referring sites sent 69,914 visits via 1,730 sources


Site Usage

Visits Pages/Visit Avg. Time on Site % New Visits Bounce Rate


69,914 2.72 00:02:35 63.91% 49.15%
% of Site Total: Site Avg: Site Avg: Site Avg: Site Avg:
35.13% 3.01 (-9.38%) 00:02:54 (-11.07%) 47.09% (35.73%) 48.55% (1.25%)

Source Visits Pages/Visit Avg. Time on % New Visits Bounce Rate


Site

garmahis.com 5,864 3.01 00:02:45 72.63% 38.78%

webdesignledger.com 4,861 2.27 00:02:14 78.40% 48.10%

c2.com 4,751 2.64 00:02:26 80.78% 44.54%

speckyboy.com 4,689 3.05 00:02:37 77.27% 35.40%

hotgloo.com 3,476 1.53 00:01:35 53.54% 78.08%

thenetawards.com 2,476 1.78 00:01:17 85.10% 67.45%

swiss-miss.com 2,326 2.36 00:01:45 64.88% 58.25%

smashingmagazine.com 2,292 3.11 00:03:10 70.03% 39.18%

twitter.com 1,872 2.07 00:01:23 47.01% 65.76%


• CPA Cost Per Acquisition
• ARPU Average Revenue Per User
• Churn Churn %
• LVT Lifetime Value Per Customer
#23
Learn from
those who‘ve
been there
#Don’t give up!

Source: banksy.co.uk/
THANK YOU!
Wolf Becvar
wolf@hotgloo.com

HotGloo
Celsiusweg 15
22761 Hamburg
Germany
www.hotgloo.com

Tweet @wdbecvar
Link www.xing.com/profile/WolfDieter_Becvar
www.linkedin.com/in/wdbecvar
Booklist
Blogroll
• Venture Hacks - http://venturehacks.com/
• A Smart Bear - http://blog.asmartbear.com/
• WebAppers - http://www.webappers.com/
• TechCrunch - http://techcrunch.com/
• Smashing Magazine - http://www.smashingmagazine.com/
• Inspired Magazine - http://www.inspiredm.com/
• UX Booth - http://www.uxbooth.com/
• Signal Vs. Noise - http://37signals.com/svn
• Mashable - http://mashable.com/
• Think Vitamin - http://thinkvitamin.com/
Inspiration
• Getting Real!, 37 Signals http://bit.ly/akgT4U
• 10 Golden Principles of Successful Webapps, Fred
Wilson, http://bit.ly/ddS8DL
• How to promote your Webapp, Kevin Rose,
http://bit.ly/andFnv
• Grasshopper 5000 Case Study, http://bit.ly/cRbIsA
• Don’t just roll the dice, Neil Davidson,
http://bit.ly/ddsSP9
• SaaS Revenue Modeling, http://bit.ly/aRvNoI
Image/Video Credits
• http://www.flickr.com/photos/arkfinder/2526216546/
• http://www.banksy.co.uk/
• http://www.laughingsquid.com
• http://www.neutronllc.com/
• http://www.flickr.com/photos/tripwolf/2725540652/
• http://www.flickr.com/photos/maxvoltar/3148397005/
• http://www.flickr.com/photos/briansolis/2735401175/
• http://www.flickr.com/photos/stabilo-boss/
• http://grasshopper.com/5000
• http://www.flickr.com/photos/myklroventine/2372327933/
• http://www.youtube.com/watch?v=hqQ1ROREP24
• http://www.youtube.com/watch?v=RWyr8SOh4dk
• http://www.youtube.com/watch?v=pUOfMI8SY1c