Building a Voice product for fun and profit - Twilio

1. Building a Voice Product
for fun and profit
Nico Acosta, Director of Product - Programmable Voice
@acossta
© 2017 TWILIO, INC. ALL RIGHTS RESERVED.

2. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
I’m not here to sell you something
ALSE

3. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
I’m here to sell you something

4. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

5. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Productizing
Voice

6. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Voice is the most natural way we
communicate

7. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

8. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

9. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

10. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
What about the rest of the web and
mobile apps?

11. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Communications should be part of every
experience

12. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Programmable Voice
is the platform to integrate
phone calls into you application

13. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Productizing
Voice
Product Price
Go to market
Strategy

14. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Product

15. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

16. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

17. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

18. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

19. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Acquire new
customers
Keep existing
customers happy
Value proposition

20. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Acquire new customers
Inbound funnel
Outbound
campaigns
Roadmap
Call Tracking
Call Forwarding
Lead Qualification IVR
Agent-based lead qualification
Roadmap
CRM dialing
Dialing lists
Local presence
Voice Mail drops with AMD

21. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Keep existing customers happy
Inbound customer
service
Proactive
customer
notifications
Roadmap
Call Steering
Agent Soft Phone
Skills based routing
Supervisor monitoring
Roadmap
Voice Notifications
Voicemail Drops
Receipt Acknowledgment

22. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Acquire new
customers
Inbound funnel
Outbound
campaigns
Roadmap
Call Tracking
Call Forwarding
Lead Qualification IVR
Agent-based lead
qualification
Roadmap
CRM dialing
Dialing lists
Local presence
Voice Mail drops with AMD
Value proposition
Keep existing
customers happy
Inbound customer
service
Proactive
customer
notifications
Roadmap
Call Steering
Agent Soft Phone
Skills based routing
Supervisor monitoring
Roadmap
Voice Notifications
Voicemail Drops
Receipt Acknowledgment

23. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Pricing

24. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
How should I price my voice
product?

25. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Pricing models
Per minute
pricing
Per user
pricing
Per business
transaction
pricing

26. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Per minute
pricing
Benefits
• Easy to understand for customers
• Direct mapping to cost structure
• Easy to expand internationally
Key Considerations
• Pay per minute or monthly
packages.
• Pay-per-minute -> Needs a credit
system
• Local / Mobile prices
£0.001 / min

27. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

28. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Per user
pricing
Benefits
• Maps well with per seat SaaS
prices
• You can position voice-enabled
users as an add-on
Key Considerations
• How many minutes to include?
• 4-hrs a day x 20 days = 4,800
mins/month.
• 1/2 Local & 1/2 Inbound. Total
cost is £48.6.
£60 / User

29. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

30. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Per business
transaction
pricing
Benefits
• Aligns with how the customer gets
value from the product
• Fully integrates with the end user
experience
Key Considerations
• When are phone calls used. On
every transaction? only sometimes?
• How long is the transaction. Point
in time, or longer periods?
• What privacy you want to enforce?
£ Per Unit

31. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.

32. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Per minute
pricing
Per user
pricing
Per business
transaction pricing
Aligns perfectly with value
creation. You have to have
a clear definition of a
transaction
Easy to understand.
You have to count the
minutes
Maps well to per seat SaaS
pricing. You have to
package

33. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Go to market strategy

34. © 2009 - 2014 Twilio, Inc. All rights reserved.
What does a focused
go-to-market strategy
look like?
Market
Opportunity
Table-stakes
Features
+ Differentiating
Features
+ Strong
Reference
Customers+ Inbound
Content
+ Outbound
Network
+

35. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Life Insurance
Mortgages
Credit Cards
Health Insurance
Home Alarm
Market
Opportunity
Table-Stakes
Features
Differentiating
Features
Reference
Customers
Inbound
Content
Outbound
Network
Invest in
Sales here
Invest in
Product here
Invest in
GTM here

36. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Productizing
Voice
Product Price
Go to market
Strategy

37. three takeaways

38. © 2017 TWILIO, INC. ALL RIGHTS RESERVED.
Voice is a great product opportunity
The value prop drives your Voice roadmap
Align you pricing with customer value

39. Thank you!
Nico Acosta
@acossta
© 2017 TWILIO, INC. ALL RIGHTS RESERVED.