David Cummings on Startups

Author: David Cummings

  • Why the Proliferation of Successful Email Marketing Companies

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    Yesterday I highlighted almost a dozen email marketing companies with at least 100 employees or $15 million in revenue. Yes, that’s right, a dozen highly successful email marketing companies in the United States alone. That’s a ton of companies. The big question is: why hasn’t the email marketing industry gone the way most technology markets with a winner take most outcome in a few industry segments?

    Here are a few ideas why there’s a proliferation of successful email marketing companies:

    • Email marketing, unlike most markets, can show a return on investment within an hour of using the tool
    • Most companies and organizations need email marketing leading to an abundance of specialization by vendors and a large overall market
    • Recurring revenue businesses with high gross margins, like email marketing, make it easier to grow and build a sustainable business once you’ve crossed the desert (say $2 million in revenue, which is incredibly difficult to achieve)
    • A lack of network effects and the multitude of spam challenges and email clients make for fewer reasons to switch providers as an end user, assuming things are working well

    Email marketing is an unusual market for these reasons and more. The proliferation of successful email marketing vendors shows no sign of slowing down.
    What else? What are some other reasons there are so many successful email marketing vendors?

  • Email Marketing Companies with 100+ Employees

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    Email marketing is a strange market. It is one of the few technology markets that hasn’t consolidated into a winner take all (think eBay and auctions) or winner take most (think salesforce.com for SaaS CRM). In fact, there are a number of North American email marketing companies with 100+ employees (figure at least $15 million in revenue based on the low-end of $150k/employee/year revenue) all over the place:

    That’s just a quick list of pure-play email marketing companies in the U.S with 100 or more employees and contractors. There are more outside the U.S. and some that are divisions or larger companies like Epsilon. Tomorrow I’ll talk more about why I believe this market is unusual.
    What else? What hasn’t the email marketing market consolidated or become a winner take most market?

  • Mission, Vision, and Values

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    At last week’s EO Strategy Summit we spent time on a number of topics and one of the areas was around mission, vision, and values. EO does a great job with these and should be commended. Here’s a definition of each and EO’s position:

    • Mission – purpose, reason for being, the “why”
      EO mission:  Engage leading entrepreneurs to learn and grow.
    • Vision – where we’re going, aspirations
      EO vision: To build the world’s most influential community of entrepreneurs.
    • Values – non-negotiable rules of the road
      EO values:
      Boldly Go! – Bet on your own abilities
      Thirst for Learning – Be a student of opportunity
      Make a Mark – Leave a legacy
      Trust and Respect – Build a safe haven for learning and growth
      Cool – Create, seek out, and celebrate once-in-a-lifetime experiences

    Mission, vision, and values are important and I recommend entrepreneurs spend time working on them for their startup.
    What else? What do you think of mission, vision, and values?

  • Little Apps or More Modules in the Core Product

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    Sometimes we get the urge to build a little app on the side to solve a certain problem that isn’t as core to our main product (like billing). Fight the desire, we must. Building a small app outside the core product introduces a host of challenges like:

    • The fresh excitement to build an app from scratch wears off when no one wants to maintain it on a day-to-day basis
    • Testing and QA won’t be as rigorous due to higher priorities
    • Interface changes won’t be implemented consistently due to the separate code base
    • Server monitoring and administration infrastructure won’t be as thorough due to unique aspects of the architecture that are different from the main app

    My recommendation is to avoid making little apps when at all possible as maintenance of them becomes a serious challenge. Unfortunately, they won’t be given the necessary on-going attention.
    What else? What other thoughts do you have on making little apps vs more modules in the core product?

  • The RSS-Driven Startup Dashboard

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    RSS is great in that so many apps support publishing and consuming the XML format. So much so that it really becomes the core plumbing to drive a startup dashboard. Tools like Google Reader, Socialite Mac, and Thunderbird support bringing in RSS feeds along with other types of information, perfect for creating a central hub of data.

    Here are some potential items for the RSS-driven dashboard:

    As you can, this is really a list of critical business apps and RSS provides a mechanism to centralize the most important information for each, which in turn represents the current pulse for the entire business. Of course, this could lead to information overload but I’ve found it’s better to have too much information compared to too little.
    What else? What do think of an RSS-driven dashboard and what feeds would you add?

  • Business Idea: Prospect Instant Call-Back and Qualification Service

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    There’s a need in the market for a technology-enabled business services startup that specializes in calling inbound leads and qualifying them immediately in a pay-per-action manner. Most companies do a poor job of getting back to prospects that raise their hand for the first time in a timely manner. Think about this: when you fill out an online form, how long does it take for you to hear back from someone? In my experience, I expect to talk to someone within 24 hours of filling out a form, would prefer to talk to someone within an hour, and usually hear back in 2-3 days, if I’m lucky.

    It isn’t that companies don’t want to follow-up on their new prospects instantly, it is that it is too costly to staff a dedicated person to do it and existing sales and marketing teams already have competing priorities. Studies have shown that the sooner you get an inbound lead on the phone after they request information, the higher the chance of closing the deal. That’s right — let a lead linger and every hour you wait the chance of them buying from someone else goes up.

    Here are some ideas on how the business might work:

    • Pay a fixed cost per lead called and qualified (e.g. $50) as well as a bonus for the desired outcome (e.g. an additional $25 if a web demo is scheduled on the phone)
    • Allow for hot-swapping the call from the person qualifying the lead to a sales rep
    • Provide a set of standard questions to qualify the lead as well as simple next steps.
    • Use an extremely friendly, well-paid onshore call center
    • Interface with leading marketing automation, inbound marketing, and CRM products to process leads
    • Partner with marketing agencies, appointment setting firms, and marketing technology products as the indirect channel
    • Sell directly to marketing managers and sales managers espousing the benefits of timely follow-up

    There’s a marketing opportunity for a technology-enabled business services company to fulfill this need and provide more timely call-backs to new prospects. Everyone wins: sales and marketing close more deals and leads get to talk to a company representative faster.
    What else? What do you think of the business idea?

  • ARMD Goals for Startups

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    Continuing the EO Strategy Summit theme from yesterday, there was another new methodology used that I hadn’t seen before: ARMD goals. Back in 2008 I talked about SMART goals, and now that I know about ARMD goals I like them better because they are simpler and don’t have the redundancy sometimes found in SMART goals.

    Here are ARMD goals:

    • Actionable – What specific things need to be accomplished?
    • Realistic – How attainable is the goal?
    • Measurable – Is there a number (metric is ideal) or “completed/not completed” that can be attached to it?
    • Date – When is it going to be done?

    My recommendation is to answer the four points of ARMD when making goals.
    What else? What do you think of ARMD goals?

  • Business Architecture Stack

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    At today’s EO Strategy Summit we planned the high-level goals for next year’s EO Atlanta chapter. This is the third time I’ve been through the full-day strategy summit planning session and each time the EO certified facilitators do an amazing job. Today’s event was no different.

    One of the techniques they talked about today that I hadn’t seen before was the Business Architecture Stack. I’ve seen the individual elements of it but hadn’t seen it presented in this particular manner. The idea behind the stack is that it is a concise representation of the six most important overarching aspects of a business. Here’s information on the stack straight out of the EO workbook:

    • Mission – What you want to do – your reason for “being.”
    • Vision – Why you’re doing what you do – the big-picture goal: have to be able to “see it” in your mind’s eye.
    • Core Values – Four or five beliefs you never compromised and in which you measured against.
    • Positioning Statement – A one or two sentence description of how you do what you do and for whom (i.e. what markets).
    • Value Proposition – One sentence that conveys to others the value you provide for your customers.
    • Tagline – Quick, catchy statement or phrase that embodies who and what you are.

    My recommendation is for all startups to go through this exercise within the first 12 months of their business and revisit it annually.
    What else? What do you think of the business architecture stack?

  • Vacation Policy: Be Reasonable

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    We have a very simple vacation policy: be reasonable. That’s it. We don’t track vacation days, sick days, or flex days. Not tracking vacation days doesn’t mean people take as much time off without getting their job done, rather it means that we track results and people make sure their work gets done on their own.

    If a team member wants to take time off we ask them to coordinate with their team in advance proportional to the amount of time off (e.g. give a week’s notice to take a day off, a month’s notice to take a week off, etc). The idea is that it’s the employee’s responsibility to make sure their results are taken care of and not the manager’s responsibility.

    When I explain to people that we have a “no vacation tracking policy” I’m inevitably asked what do we do if someone abuses it. The answer: we’d let them know they aren’t meeting our “be reasonable” goal and we’d part ways if it continues. It’s never happened.

    As part of our good work, good people, and good pay approach, we believe employees are our most important asset. Empowering team members to come and go as they please as well as take as much or little time off as needed while their work still gets done helps contribute to our strong culture.

    What else? What other thoughts do you have on this vacation policy?

  • Sales Strategy for SMB SaaS Startups

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    This morning I met with a startup in town that recently closed their Series A round and was getting ready to ramp up their sales and marketing. We talked about a number of different aspects of building a SaaS company focused on the small-to-medium sized business market.

    Here are few takeaways from the conversation:

    • Once you charge more than $100/month an inside sales team becomes necessary as people are much less likely to do a self-service credit card checkout process.
    • Pricing a product between $100/month and $500/month is usually no-mans land unless you have a really short sales cycle because prospects will require the same amount of sales engagement whether they are spending $200/month or $500/month.
    • Pricing should follow Occam’s Razor where the all things being equal, the simplest solution is best.
    • A two-tiered sales process with sales development reps and junior/senior inside sales reps works well to develop a farm system of sales reps and specialties.
    • Having more $30k base/$80k on target earning sales reps than the comparable expense with $75k base/$150k on target earning reps is better due to sheer number of activities involved to close a deal over the phone.
    • Writing skills are critical for today’s email-heavy selling environment and a written essay as part of the hiring process goes a long ways.

    The inside sales process requires a completely different approach when compared to the traditional enterprise software sales model. My recommendation is to follow these best practices as part of the sales strategy for SMB SaaS startups.
    What else? What are some other components of the sales strategy for SMB SaaS startups?