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Olman Quesada. 7 Deadly Sins SaaS Startups Make

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Olman will share with a story about 7 deadly sins SaaS startups make and tips on how to avoid them... based on his own experience at AppSumo & working with 200+ products he's helped launch.

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Olman Quesada. 7 Deadly Sins SaaS Startups Make

  1. 1. Olman J Quesada Head of Business Development AppSumo
  2. 2. Poll time! bit.ly/saasnation2019
  3. 3. Key Mistakes SaaS Startups Make 🔑 Bad Landing Page 🔑 No Customer Persona 🔑 No Customer Indicators 🔑 Difficult onboarding 🔑 Slow to hire 🔑 Inefficient Roadmap 🌮 Bonus!
  4. 4. 🔑 Mistake: Poor Landing Page ⚠ “Everything you need to run your business” ⚠ Design from 1995 ⚠ Force a demo before understanding what tool does
  5. 5. 💡Landing Page Solutions ✅ Hire a designer ✅ Hire a copywriter ✅ Create messaging that offers solution ✅ Have ideal customer persona in mind
  6. 6. 🔑 Mistake: No Customer Profiles ⚠ No customer personas ⚠ Customer is “anybody that has a website” ⚠ No idea who top customer is
  7. 7. 💡Create Customer Personas 1) Set goal to speak with 50 top customers 1) Find out who they are 1) Discover why they love your product 1) Create more content & marketing targeting that persona
  8. 8. Sumo-ling Spotlight
  9. 9. 13 Customer - Abe Challah, PT 1 TITLE Abe Challah Co-Founder, Business Development COMPANY simplicityEngine SUMO-LING SINCE April 25, 2012 FAVORITE APPSUMO DEAL Landingi MOST FREQUENTLY USED APPSUMO PRODUCTS RelayThat; Mailshake; Snovio; lemlist, Salesflare LTV $12,661.70
  10. 10. 14 Customer - Abe Challah, PT 2 How has AppSumo helped you? Abe Challah ★ Do business more efficiently ★ Deeper dive into the startup world ★ An outlet for his passion ★ Add more value for his clients ★ The community ★ Trust in purchasing ★ The AppSumo team What keeps you coming back to AppSumo?
  11. 11. 15 Customer - Abe Challah, PT 3 Abe Challah Anything else to add? The interaction aspect of our community ★Other competitors are nailing this ★AppSumo appearing more corporate ★Engagement between Sumo-lings What’s one thing you would improve on AppSumo? Stacking ★More agency focused ★Tools for my business vs for clients Blog ★Single product reviews vs workflows
  12. 12. 16 Post-Feedback Analysis Most customers use multiple tools in the same space for their business. Most customers mentioned comments & community as needing improvement. Most customers mentioned AppSumo tools helping them add more value to the services they offer their clients.
  13. 13. 🔑 Mistake: No Retention Indicators ⚠ No “Aha!” moment indicators ⚠ No Red Flag Indicators
  14. 14. 💡Discover Key Indicators 1) What do all customers that convert have in common? 1) What do all customers that stay on 3+ months have in common? 1) What do churned customers have in common? a) Speak to customers that left!
  15. 15. AppSumo Indicators Conversion Indicator: ✅ Redeem a freebie ✅ Subscribe to newsletter Retention Indicator: ✅ Buy 2 products ✅ 60 days
  16. 16. Plutio Example Conversion Indicator: ✅ Add company name ✅ Create 3 tasks ✅ 3 days Retention Indicator: ✅ Send 2 proposals ✅ 45 days
  17. 17. 💡Act on Key Indicators 1) Create custom email sequences 1) Tweak landing page messaging to showcase results of these actions 1) Tailor onboarding for completion of these actions
  18. 18. 🔑 Mistake: Poor User Onboarding ⚠ Complicated setup ⚠ Overload of features & actions ⚠ No demo video
  19. 19. AppSumo Poll of 10k Refunds #1 Reason: Product was too complicated to set up
  20. 20. 💡Make product grandma proof 1) User testing to discover confusion 1) Quick product tour video 1) Checklist gamification to complete key action
  21. 21. ✅ Product tour ✅ Onboarding checklist to accelerate activation 🎯 Increased conversion 30% StoryChief Example
  22. 22. 🔑 Mistake: Inefficient Roadmap ⚠ Working only on customer feedback ⚠ No clear cohesive goal between initiatives ⚠ No ranking or prioritization
  23. 23. 💡Roadmap Tips ✅ Create a ranking sheet to prioritize & vote ● Ease (1 complex - 5 simple) ● Reward Value (1 low - 5 high) ● Add both scores for Ranking
  24. 24. 💡Roadmap Tips ✅ Combination of customer requests + new ideas + non- customer feedback ✅ Involve the entire (lead) team ✅ Rank!!
  25. 25. 🔑 Mistake: Slow or Poor Hiring ⚠ Founders wasting time ○ Support, coding, sales, etc ○ Repetitive tasks & low ROI initiatives ⚠ Hiring a role hoping they will figure it out
  26. 26. 💡Hiring Tips 1) Analyze your calendar and rank your ROI ● Hire to eliminate your lowest ROI 2) Hire for processes, not roles ● Show them the system, have them do it better 3) Become a company founder not a product founder ● Your calendar should be 90% strategy & management
  27. 27. ROI Score 270
  28. 28. ROI Score 1142
  29. 29. 💡Give recruiter access to your LinkedIn 1) Send a connection request 2) Send a message to connect 3) Schedule interview 4) Follow up via personal email using an outreach tool like Snovio or lemlist 😉
  30. 30. 🌮 Bonus Tip: Quarterly Pricing - If you have only one plan - If churn is significantly lower for yearly but most are on monthly
  31. 31. 🌮 Bonus Tip: Quarterly Pricing - Yearly price might be too high, even with discount - Quarterly will have similar churn to yearly - Customers feel more obligated to get value with bigger investment AppSumo Briefcase churn reduced from 12% to %5
  32. 32. Go to: saasnation.paperform.co 1) ROI spreadsheets 2) The 6-Step Email Marketing Strategy For 2020 3) How To Send A Targeted Email Marketing Campaign 4) 5 Welcome Email Examples That Work And get $50 in AppSumo credits 🌮🌮🌮🌮🌮

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