david cancel, performable

Pivot to Win

David CancelThe Lean Startup @ SXSWi - March 12, 2011

Performable Case Study

Our Vision for Performable

★ Combine Insights with Actions

★ Built for Marketers not Analysts

★ Powered by a Web-scale CRM

★ Software as a Service, No IT

Our Vision for Performable

★ Combine Insights with Actions

★ Built for Marketers not Analysts

★ Powered by a Web-scale CRM

★ Software as a Service, No IT

“I want Performable to be the Salesforce.com of Internet Marketing”

First Product Iteration

First Iteration: What We Learned

★ Automatic optimization didn’t matter

★ Marketers want to customize

★ WYSIWYG experience not gratifying

Pivot #1

Pivot #1: What We Learned

★ Supporting customization is hard

★ SMB customers require education

★ Landing pages were “nice-to-have”

Metrics-Driven Marketers

Metrics-Driven Marketers

★ Appreciated our platform

★ Willing to pay up-front for solution

★ Heavy daily users of our software

Pivot #2

Startup Pivot Lessons Learned

Customers = Paid

Search Hard For Patterns

Move Ghetto Fast

Solve Customer Problems

The Real Competition is Indifference NOT Startups

dcancel@performable.com

http://twitter.com/dcancel

http://www.performable.com/

:-) Thank You!