More on Marketing
Rita McGrath
3 years ago
Flywheels and Funnels
Traditional sales organizations used the concept of a sales “funnel” to describe the process through which potential customers move, ending up with sales at the end. Winners today have abandoned that way of thinking in favor of building flywheels — business models in which every element reinforces every other.
Ah, the marketing funnel…
Prospective clients go through a predictable set of experiences, students learn in business school marketing classes. It looks like this:
Understanding the funnel helps evaluate sales success indicators. Gail Goodwin, former CEO of small business direct mail provider Constant Contact, said managing the pipeline was key to escaping the sluggish SaaS ramp of death.
Like the funnel concept. To predict how well your business will do, measure how many potential clients are aware of it (awareness) and how many take the next step. If 1,000 people heard about your offering and 10% showed interest, you'd have 100 at that point. If 50% of these people made buyer-like noises, you'd know how many were, etc. It helped model buying trends.
TV, magazine, and radio advertising are pricey for B2C enterprises. Traditional B2B marketing involved armies of sales reps, which was expensive and a barrier to entry.
Cracks in the funnel model
Digital has exposed the funnel's limitations. Hubspot was born at a time when buyers and sellers had huge knowledge asymmetries, according to co-founder Brian Halligan. Those selling a product could use the buyer's lack of information to become a trusted partner.
As the world went digital, getting information and comparing offerings became faster, easier, and cheaper. Buyers didn't need a seller to move through a funnel. Interactions replaced transactions, and the relationship didn't end with a sale.
Instead, buyers and sellers interacted in a constant flow. In many modern models, the sale is midway through the process (particularly true with subscription and software-as-a-service models). Example:
You're creating a winding journey with many touch points, not a funnel (and lots of opportunities for customers to get lost).
From winding journey to flywheel
Beyond this revised view of an interactive customer journey, a company can create what Jim Collins famously called a flywheel. Imagine rolling a heavy disc on its axis. The first few times you roll it, you put in a lot of effort for a small response. The same effort yields faster turns as it gains speed. Over time, the flywheel gains momentum and turns without your help.
Modern digital organizations have created flywheel business models, in which any additional force multiplies throughout the business. The flywheel becomes a force multiplier, according to Collins.
Amazon is a famous flywheel example. Collins explained the concept to Amazon CEO Jeff Bezos at a corporate retreat in 2001. In The Everything Store, Brad Stone describes in his book The Everything Store how he immediately understood Amazon's levers.
The result (drawn on a napkin):
Low prices and a large selection of products attracted customers, while a focus on customer service kept them coming back, increasing traffic. Third-party sellers then increased selection. Low-cost structure supports low-price commitment. It's brilliant! Every wheel turn creates acceleration.
Where from here?
Flywheel over sales funnel! Consider these business terms.
Francesca Furchtgott
3 years ago
Giving customers what they want or betraying the values of the brand?
A J.Crew collaboration for fashion label Eveliina Vintage is not a paradox; it is a solution.
Eveliina Vintage's capsule collection debuted yesterday at J.Crew. This J.Crew partnership stopped me in my tracks.
Eveliina Vintage sells vintage goods. Eeva Musacchia founded the shop in Finland in the 1970s. It's recognized for its one-of-a-kind slip dresses from the 1930s and 1940s.
I wondered why a vintage brand would partner with a mass shop. Fast fashion against vintage shopping? Will Eveliina Vintages customers be turned off?
But Eveliina Vintages customers don't care about sustainability. They want Eveliina's Instagram look. Eveliina Vintage collaborated with J.Crew to give customers what they wanted: more Eveliina at a lower price.
Vintage: A Fashion Option That Is Eco-Conscious
Secondhand shopping is a trendy response to quick fashion. J.Crew releases hundreds of styles annually. Waste and environmental damage have been criticized. A pair of jeans requires 1,800 gallons of water. J.Crew's limited-time deals promote more purchases. J.Crew items are likely among those Americans wear 7 times before discarding.
Consumers and designers have emphasized sustainability in recent years. Stella McCartney and Eileen Fisher are popular eco-friendly brands. They've also flocked to ThredUp and similar sites.
Gap, Levis, and Allbirds have listened to consumer requests. They promote recycling, ethical sourcing, and secondhand shopping.
Secondhand shoppers feel good about reusing and recycling clothing that might have ended up in a landfill.
Eco-conscious fashionistas shop vintage. These shoppers enjoy the thrill of the hunt (that limited-edition Chanel bag!) and showing off a unique piece (nobody will have my look!). They also reduce their environmental impact.
Is Eveliina Vintage capitalizing on an aesthetic or is it a sustainable brand?
Eveliina Vintage emphasizes environmental responsibility. Vogue's Amanda Musacchia emphasized sustainability. Amanda, founder Eeva's daughter, is a company leader.
But Eveliina's press message doesn't address sustainability, unlike Instagram. Scarcity and fame rule.
Eveliina Vintages Instagram has see-through dresses and lace-trimmed slip dresses. Celebrities and influencers are often photographed in Eveliina's apparel, which has 53,000+ followers. Vogue appreciates Eveliina's style. Multiple publications discuss Alexa Chung's Eveliina dress.
Eveliina Vintage markets its one-of-a-kind goods. It teases future content, encouraging visitors to return. Scarcity drives demand and raises clothing prices. One dress is $1,600+, but most are $500-$1,000.
The catch: Eveliina can't monetize its expanding popularity due to exorbitant prices and limited quantity. Why?
Most people struggle to pay for their clothing. But Eveliina Vintage lacks those more affordable entry-level products, in contrast to other luxury labels that sell accessories or perfume.
Many people have trouble fitting into their clothing. The bodies of most women in the past were different from those for which vintage clothing was designed. Each Eveliina dress's specific measurements are mentioned alongside it. Be careful, you can fall in love with an ill-fitting dress.
No matter how many people can afford it and fit into it, there is only one item to sell. To get the item before someone else does, those people must be on the Eveliina Vintage website as soon as it becomes available.
A Way for Eveliina Vintage to Make Money (and Expand) with J.Crew Its following
Eveliina Vintages' cooperation with J.Crew makes commercial sense.
This partnership spreads Eveliina's style. Slightly better pricing The $390 outfits have multicolored slips and gauzy cotton gowns. Sizes range from 00 to 24, which is wider than vintage racks.
Eveliina Vintage customers like the combination. Excited comments flood the brand's Instagram launch post. Nobody is mocking the 50-year-old vintage brand's fast-fashion partnership.
Vintage may be a sustainable fashion trend, but that's not why Eveliina's clients love the brand. They only care about the old look.
And that is a tale as old as fashion.
Victoria Kurichenko
3 years ago
What Happened After I Posted an AI-Generated Post on My Website
This could cost you.
Content creators may have heard about Google's "Helpful content upgrade."
This change is another Google effort to remove low-quality, repetitive, and AI-generated content.
Why should content creators care?
Because too much content manipulates search results.
My experience includes the following.
Website admins seek high-quality guest posts from me. They send me AI-generated text after I say "yes." My readers are irrelevant. Backlinks are needed.
Companies copy high-ranking content to boost their Google rankings. Unfortunately, it's common.
What does this content offer?
Nothing.
Despite Google's updates and efforts to clean search results, webmasters create manipulative content.
As a marketer, I knew about AI-powered content generation tools. However, I've never tried them.
I use old-fashioned content creation methods to grow my website from 0 to 3,000 monthly views in one year.
Last year, I launched a niche website.
I do keyword research, analyze search intent and competitors' content, write an article, proofread it, and then optimize it.
This strategy is time-consuming.
But it yields results!
Here's proof from Google Analytics:
Proven strategies yield promising results.
To validate my assumptions and find new strategies, I run many experiments.
I tested an AI-powered content generator.
I used a tool to write this Google-optimized article about SEO for startups.
I wanted to analyze AI-generated content's Google performance.
Here are the outcomes of my test.
First, quality.
I dislike "meh" content. I expect articles to answer my questions. If not, I've wasted my time.
My essays usually include research, personal anecdotes, and what I accomplished and achieved.
AI-generated articles aren't as good because they lack individuality.
Read my AI-generated article about startup SEO to see what I mean.
It's dry and shallow, IMO.
It seems robotic.
I'd use quotes and personal experience to show how SEO for startups is different.
My article paraphrases top-ranked articles on a certain topic.
It's readable but useless. Similar articles abound online. Why read it?
AI-generated content is low-quality.
Let me show you how this content ranks on Google.
The Google Search Console report shows impressions, clicks, and average position.
Low numbers.
No one opens the 5th Google search result page to read the article. Too far!
You may say the new article will improve.
Marketing-wise, I doubt it.
This article is shorter and less comprehensive than top-ranking pages. It's unlikely to win because of this.
AI-generated content's terrible reality.
I'll compare how this content I wrote for readers and SEO performs.
Both the AI and my article are fresh, but trends are emerging.
My article's CTR and average position are higher.
I spent a week researching and producing that piece, unlike AI-generated content. My expert perspective and unique consequences make it interesting to read.
Human-made.
In summary
No content generator can duplicate a human's tone, writing style, or creativity. Artificial content is always inferior.
Not "bad," but inferior.
Demand for content production tools will rise despite Google's efforts to eradicate thin content.
Most won't spend hours producing link-building articles. Costly.
As guest and sponsored posts, artificial content will thrive.
Before accepting a new arrangement, content creators and website owners should consider this.
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Jonathan Vanian
3 years ago
What is Terra? Your guide to the hot cryptocurrency
With cryptocurrencies like Bitcoin, Ether, and Dogecoin gyrating in value over the past few months, many people are looking at so-called stablecoins like Terra to invest in because of their more predictable prices.
Terraform Labs, which oversees the Terra cryptocurrency project, has benefited from its rising popularity. The company said recently that investors like Arrington Capital, Lightspeed Venture Partners, and Pantera Capital have pledged $150 million to help it incubate various crypto projects that are connected to Terra.
Terraform Labs and its partners have built apps that operate on the company’s blockchain technology that helps keep a permanent and shared record of the firm’s crypto-related financial transactions.
Here’s what you need to know about Terra and the company behind it.
What is Terra?
Terra is a blockchain project developed by Terraform Labs that powers the startup’s cryptocurrencies and financial apps. These cryptocurrencies include the Terra U.S. Dollar, or UST, that is pegged to the U.S. dollar through an algorithm.
Terra is a stablecoin that is intended to reduce the volatility endemic to cryptocurrencies like Bitcoin. Some stablecoins, like Tether, are pegged to more conventional currencies, like the U.S. dollar, through cash and cash equivalents as opposed to an algorithm and associated reserve token.
To mint new UST tokens, a percentage of another digital token and reserve asset, Luna, is “burned.” If the demand for UST rises with more people using the currency, more Luna will be automatically burned and diverted to a community pool. That balancing act is supposed to help stabilize the price, to a degree.
“Luna directly benefits from the economic growth of the Terra economy, and it suffers from contractions of the Terra coin,” Terraform Labs CEO Do Kwon said.
Each time someone buys something—like an ice cream—using UST, that transaction generates a fee, similar to a credit card transaction. That fee is then distributed to people who own Luna tokens, similar to a stock dividend.
Who leads Terra?
The South Korean firm Terraform Labs was founded in 2018 by Daniel Shin and Kwon, who is now the company’s CEO. Kwon is a 29-year-old former Microsoft employee; Shin now heads the Chai online payment service, a Terra partner. Kwon said many Koreans have used the Chai service to buy goods like movie tickets using Terra cryptocurrency.
Terraform Labs does not make money from transactions using its crypto and instead relies on outside funding to operate, Kwon said. It has raised $57 million in funding from investors like HashKey Digital Asset Group, Divergence Digital Currency Fund, and Huobi Capital, according to deal-tracking service PitchBook. The amount raised is in addition to the latest $150 million funding commitment announced on July 16.
What are Terra’s plans?
Terraform Labs plans to use Terra’s blockchain and its associated cryptocurrencies—including one pegged to the Korean won—to create a digital financial system independent of major banks and fintech-app makers. So far, its main source of growth has been in Korea, where people have bought goods at stores, like coffee, using the Chai payment app that’s built on Terra’s blockchain. Kwon said the company’s associated Mirror trading app is experiencing growth in China and Thailand.
Meanwhile, Kwon said Terraform Labs would use its latest $150 million in funding to invest in groups that build financial apps on Terra’s blockchain. He likened the scouting and investing in other groups as akin to a “Y Combinator demo day type of situation,” a reference to the popular startup pitch event organized by early-stage investor Y Combinator.
The combination of all these Terra-specific financial apps shows that Terraform Labs is “almost creating a kind of bank,” said Ryan Watkins, a senior research analyst at cryptocurrency consultancy Messari.
In addition to cryptocurrencies, Terraform Labs has a number of other projects including the Anchor app, a high-yield savings account for holders of the group’s digital coins. Meanwhile, people can use the firm’s associated Mirror app to create synthetic financial assets that mimic more conventional ones, like “tokenized” representations of corporate stocks. These synthetic assets are supposed to be helpful to people like “a small retail trader in Thailand” who can more easily buy shares and “get some exposure to the upside” of stocks that they otherwise wouldn’t have been able to obtain, Kwon said. But some critics have said the U.S. Securities and Exchange Commission may eventually crack down on synthetic stocks, which are currently unregulated.
What do critics say?
Terra still has a long way to go to catch up to bigger cryptocurrency projects like Ethereum.
Most financial transactions involving Terra-related cryptocurrencies have originated in Korea, where its founders are based. Although Terra is becoming more popular in Korea thanks to rising interest in its partner Chai, it’s too early to say whether Terra-related currencies will gain traction in other countries.
Terra’s blockchain runs on a “limited number of nodes,” said Messari’s Watkins, referring to the computers that help keep the system running. That helps reduce latency that may otherwise slow processing of financial transactions, he said.
But the tradeoff is that Terra is less “decentralized” than other blockchain platforms like Ethereum, which is powered by thousands of interconnected computing nodes worldwide. That could make Terra less appealing to some blockchain purists.
Jerry Keszka
3 years ago
10 Crazy Useful Free Websites No One Told You About But You Needed
The internet is a massive information resource. With so much stuff, it's easy to forget about useful websites. Here are five essential websites you may not have known about.
1. Companies.tools
Companies.tools are what successful startups employ. This website offers a curated selection of design, research, coding, support, and feedback resources. Ct has the latest app development platform and greatest client feedback method.
2. Excel Formula Bot
Excel Formula Bot can help if you forget a formula. Formula Bot uses AI to convert text instructions into Excel formulas, so you don't have to remember them.
Just tell the Bot what to do, and it will do it. Excel Formula Bot can calculate sales tax and vacation days. When you're stuck, let the Bot help.
3.TypeLit
TypeLit helps you improve your typing abilities while reading great literature.
TypeLit.io lets you type any book or dozens of preset classics. TypeLit provides real-time feedback on accuracy and speed.
Goals and progress can be tracked. Why not improve your typing and learn great literature with TypeLit?
4. Calm Schedule
Finding a meeting time that works for everyone is difficult. Personal and business calendars might be difficult to coordinate.
Synchronize your two calendars to save time and avoid problems. You may avoid searching through many calendars for conflicts and keep your personal information secret. Having one source of truth for personal and work occasions will help you never miss another appointment.
https://calmcalendar.com/
5. myNoise
myNoise makes the outside world quieter. myNoise is the right noise for a noisy office or busy street.
If you can't locate the right noise, make it. MyNoise unlocks the world. Shut out distractions. Thank your ears.
6. Synthesia
Professional videos require directors, filmmakers, editors, and animators. Now, thanks to AI, you can generate high-quality videos without video editing experience.
AI avatars are crucial. You can design a personalized avatar using a web-based software like synthesia.io. Our avatars can lip-sync in over 60 languages, so you can make worldwide videos. There's an AI avatar for every video goal.
Not free. Amazing service, though.
7. Cleaning-up-images
Have you shot a wonderful photo just to notice something in the background? You may have a beautiful headshot but wish to erase an imperfection.
Cleanup.pictures removes undesirable objects from photos. Our algorithms will eliminate the selected object.
Cleanup.pictures can help you obtain the ideal shot every time. Next time you take images, let Cleanup.pictures fix any flaws.
8. PDF24 Tools
Editing a PDF can be a pain. Most of us don't know Adobe Acrobat's functionalities. Why buy something you'll rarely use? Better options exist.
PDF24 is an online PDF editor that's free and subscription-free. Rotate, merge, split, compress, and convert PDFs in your browser. PDF24 makes document signing easy.
Upload your document, sign it (or generate a digital signature), and download it. It's easy and free. PDF24 is a free alternative to pricey PDF editing software.
9. Class Central
Finding online classes is much easier. Class Central has classes from Harvard, Stanford, Coursera, Udemy, and Google, Amazon, etc. in one spot.
Whether you want to acquire a new skill or increase your knowledge, you'll find something. New courses bring variety.
10. Rome2rio
Foreign travel offers countless transport alternatives. How do you get from A to B? It’s easy!
Rome2rio will show you the best method to get there, including which mode of transport is ideal.
Plane
Car
Train
Bus
Ferry
Driving
Shared bikes
Walking
Do you know any free, useful websites?
Al Anany
2 years ago
Because of this covert investment that Bezos made, Amazon became what it is today.
He kept it under wraps for years until he legally couldn’t.
His shirt is incomplete. I can’t stop thinking about this…
Actually, ignore the article. Look at it. JUST LOOK at it… It’s quite disturbing, isn’t it?
Ughh…
Me: “Hey, what up?” Friend: “All good, watching lord of the rings on amazon prime video.” Me: “Oh, do you know how Amazon grew and became famous?” Friend: “Geek alert…Can I just watch in peace?” Me: “But… Bezos?” Friend: “Let it go, just let it go…”
I can question you, the reader, and start answering instantly without his consent. This far.
Reader, how did Amazon succeed? You'll say, Of course, it was an internet bookstore, then it sold everything.
Mistaken. They moved from zero to one because of this. How did they get from one to thousand? AWS-some. Understand? It's geeky and lame. If not, I'll explain my geekiness.
Over an extended period of time, Amazon was not profitable.
Business basics. You want customers if you own a bakery, right?
Well, 100 clients per day order $5 cheesecakes (because cheesecakes are awesome.)
$5 x 100 consumers x 30 days Equals $15,000 monthly revenue. You proudly work here.
Now you have to pay the barista (unless ChatGPT is doing it haha? Nope..)
The barista is requesting $5000 a month.
Each cheesecake costs the cheesecake maker $2.5 ($2.5 × 100 x 30 = $7500).
The monthly cost of running your bakery, including power, is about $5000.
Assume no extra charges. Your operating costs are $17,500.
Just $15,000? You have income but no profit. You might make money selling coffee with your cheesecake next month.
Is losing money bad? You're broke. Losing money. It's bad for financial statements.
It's almost a business ultimatum. Most startups fail. Amazon took nine years.
I'm reading Amazon Unbound: Jeff Bezos and the Creation of a Global Empire to comprehend how a company has a $1 trillion market cap.
Many things made Amazon big. The book claims that Bezos and Amazon kept a specific product secret for a long period.
Clouds above the bald head.
In 2006, Bezos started a cloud computing initiative. They believed many firms like Snapchat would pay for reliable servers.
In 2006, cloud computing was not what it is today. I'll simplify. 2006 had no iPhone.
Bezos invested in Amazon Web Services (AWS) without disclosing its revenue. That's permitted till a certain degree.
Google and Microsoft would realize Amazon is heavily investing in this market and worry.
Bezos anticipated high demand for this product. Microsoft built its cloud in 2010, and Google in 2008.
If you managed Google or Microsoft, you wouldn't know how much Amazon makes from their cloud computing service. It's enough. Yet, Amazon is an internet store, so they'll focus on that.
All but Bezos were wrong.
Time to come clean now.
They revealed AWS revenue in 2015. Two things were apparent:
Bezos made the proper decision to bet on the cloud and keep it a secret.
In this race, Amazon is in the lead.
They continued. Let me list some AWS users today.
Netflix
Airbnb
Twitch
More. Amazon was unprofitable for nine years, remember? This article's main graph.
AWS accounted for 74% of Amazon's profit in 2021. This 74% might not exist if they hadn't invested in AWS.
Bring this with you home.
Amazon predated AWS. Yet, it helped the giant reach $1 trillion. Bezos' secrecy? Perhaps, until a time machine is invented (they might host the time machine software on AWS, though.)
Without AWS, Amazon would have been profitable but unimpressive. They may have invested in anything else that would have returned more (like crypto? No? Ok.)
Bezos has business flaws. His success. His failures include:
introducing the Fire Phone and suffering a $170 million loss.
Amazon's failure in China In 2011, Amazon had a about 15% market share in China. 2019 saw a decrease of about 1%.
not offering a higher price to persuade the creator of Netflix to sell the company to him. He offered a rather reasonable $15 million in his proposal. But what if he had offered $30 million instead (Amazon had over $100 million in revenue at the time)? He might have owned Netflix, which has a $156 billion market valuation (and saved billions rather than invest in Amazon Prime Video).
Some he could control. Some were uncontrollable. Nonetheless, every action he made in the foregoing circumstances led him to invest in AWS.