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Sixteen months ago, I wrote my first blog post to tell you that I was starting, at 53 years old, a new project, the launch of a technology start-up called Beenote. Sixteen months is relatively short when you’re busy every day to plan, implement, construct, manage, reschedule, replay, etc.
During the last months, I have learned that despite my experience, I still have so much to learn. I’m really out of my comfort zone with this project and I love it.
So far, my experience in sales/marketing had essentially been dictated by a combined approach of representation from the contact center managers, public safety, and courts. This approach also required the development of links with distributors in these industries to position us as quality providers that could help them win their market.
My knowledge of marketing was pretty whack with all the software available on the web in rental mode, also known as Software as a Service (SaaS). Of course, there are basic concepts such as the fact of identifying the target market, determine personas concerned and price the model. But how can we maximize the multiplier effect of the SaaS approach? How to find clients and manage their interaction with the software? The answer: the Growth Hacking.
The Growth Hacking, an American concept dating from 2010, is defined as a set of marketing techniques to quickly and significantly accelerate the growth of start-ups. Specifically, the objective is to maximize the following metrics: Acquisition, Activation, Retention, Revenue, Reference (AARRR). We often refer to this approach as the way to hack the growth of its business.
Acquisition: We’re talking about traffic acquisition. The goal is to validate what are the best channels to get the best growth possible. By channels, we mean search engines, social media, web publications, etc. The goal is to find how to bring prospects on our website.
Activation: Once our prospect is on our website, our goal is to make him take action. It can, for example, be included to subscribe to our software or to our newsletter.
Retention: In the world of web marketing, a product without recurrence is a product that is dying, that is exceeded. We must find ways to make a prospect returning to our website using, for example, special offers, newsletter, etc.
Revenue: This step is crucial for any organization since it’s where the prospect becomes a customer and agrees to pay a fee for a service.
Reference: There’s nothing like advertising a client who told his contact that he likes a product. He then becomes a brand ambassador.
Growth Hacking has been used by many e-service companies such as Facebook, Airbnb, Dropbox, Instagram, and Pinterest. For my part, I’m currently implanting it in my organization.
With these goals in mind, Beenote will be a success. I wish to count you among our customers and, subsequently, our brand ambassadors.
Change the world, one meeting at a time®
Serial Technology entrepreneur with over 25 years of experience in managing and marketing of new technology. Beenote, 1st paperless meeting management portal for boards, committees and their teams.