Introduction
Retention Lessons from 20K SaaS Companies\r\n
- Increasing Customer Lifetime Values: Follow the Data
- Growth: Acquire, Monetize & Retain
- Impact of Improving Each Subscription Lever
- Strategic Retention: Misconceptions & Tactical Retention
- Active Cancellations & Term Optimizations
- Winning Back & Triaging Cancellations
- Time to Value & the Customer Segment
- The Framework for Measuring Value
- Using the Power of your Advocates
- SaaS Companies & Add-Ons
- Lower Cancellations vs. Higher Expansion Revenue
- Payment Delinquencies & Lost Customers
- Treating Customers as a Marketing Channel
- Recap: Retention & The Game of Incremental Optimization
\r\n
Q&A\r\n
- Weighing Buyer Personas Against User Personas
- The Role of Integration Partnerships in Retention & Expansion Revenue
- Treating Integrations as Add-Ons
- Best Focus Strategy for Small & Early-Stage Teams
- How to Help Customers Transition to New Pricing and Packaging
\r\n

",[],"posterFrame",{"_31":137,"_126":4373},{"_128":4374,"_31":130},"image-a2cc9fd5f1c2eb9159e39bf28314954f016eeae8-1850x700-jpg","2021-02-17T10:30:30","slideDeck",{"_31":280,"_126":4378,"_4380":4381,"_40":4382},{"_128":4379,"_31":130},"file-c03c9fd4f49fd5fca6dfa0fbf25b24a28826d1c3-pdf","fileLink","https://cdn.sanity.io/files/50q6fr1p/production/c03c9fd4f49fd5fca6dfa0fbf25b24a28826d1c3.pdf","Patrick Campbell: Retention Lessons - Slides",{"_31":721,"_4384":4385},"current","retention-lessons-from-20k-saas-companies-with-profitwells-ceo","speakers","speakersWithOrg",[4389],{"_45":4390,"_31":4391,"_4392":-5,"_4393":4394},"iy03T9o6rH","speaker","organization","person",{"_26":4395,"_28":4396,"_29":4397,"_31":4393,"_32":4398,"_4399":187,"_283":4400,"_4392":4401,"_4421":4422,"_4445":4446,"_4417":4447,"_721":4449,"_4451":187},"2022-08-19T18:32:03Z","94e2e22b-5598-4d1b-a34b-e7699866e2c7","u0ioxhdGwf3YHN7QejlBae","2022-12-02T21:45:59Z","generate","Patrick 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CEO","transcript",[4495,4502,4510,4518,4609,4680,4734,4791,4799,4863,4935,5026,5096,5189,5257,5330,5431,5439,5533,5594,5688,5756,5840,5894,5972,5980,6098,6185,6296,6304,6392,6470,6564,6701,6783,6856,6888,6896,6980,7081,7165,7228,7319,7413,7514,7522,7606,7680,7743,7825,7896,7984,8078,8189,8280,8288,8382,8462,8556,8599,8660,8771,8864,8935,8943,9024,9111,9224,9314,9322,9446,9528,9597,9697,9704,9712,9846,9946,10037,10100,10171,10179,10263,10334,10408,10499,10507,10591,10672,10733,10837,10908,10982,11083,11091,11195,11244,11355,11479,11580,11674,11741,11749,11883,11953,12013,12021,12029,12133,12266,12357,12365,12475,12566,12657,12778,12832,12903,12911,13012,13020,13094,13207,13308,13419,13481,13489,13576,13689,13763,13837,13908,13916,14063,14144,14281,14371,14412,14476,14549,14632],{"_45":4496,"_31":267,"_268":4497,"_276":4501,"_278":279},"b5d1609a5e92",[4498],{"_45":4499,"_31":272,"_273":4500,"_163":837},"b5d1609a5e920",[],[],{"_45":4503,"_31":267,"_268":4504,"_276":4509,"_278":279},"3e9de64ad40c",[4505],{"_45":4506,"_31":272,"_273":4507,"_163":4508},"3e9de64ad40c0",[],"Introduction",[],{"_45":4511,"_31":267,"_268":4512,"_276":4517,"_278":327},"9d8b70973761",[4513],{"_45":4514,"_31":272,"_273":4515,"_163":4516},"9d8b709737610",[],"Retention Lessons from 20K SaaS Companies",[],{"_45":4519,"_31":267,"_268":4520,"_276":4590,"_278":279},"51ae4a4afbdd",[4521,4526,4530,4533,4538,4541,4546,4549,4554,4557,4562,4565,4570,4573,4578,4581,4586],{"_45":4522,"_31":272,"_273":4523,"_163":4525},"51ae4a4afbdd0",[4524,342],"b8a2a6d382b8fd5ccb08f5583704e456","Patrick",{"_45":4527,"_31":272,"_273":4528,"_163":4529},"51ae4a4afbdd1",[4524],": Thanks for having me, I'm excited to chat.",{"_45":4531,"_31":272,"_273":4532,"_163":1171},"51ae4a4afbdd2",[],{"_45":4534,"_31":272,"_273":4535,"_163":4537},"51ae4a4afbdd3",[4536],"645bfd805053991a7ebaaf41fc40fcf9","My personal background is in econometrics and math.",{"_45":4539,"_31":272,"_273":4540,"_163":1171},"51ae4a4afbdd4",[],{"_45":4542,"_31":272,"_273":4543,"_163":4545},"51ae4a4afbdd5",[4544],"9c9d6d598293cffb1119d052415dfc58","So I started my career, I worked in US intelligence and then I worked",{"_45":4547,"_31":272,"_273":4548,"_163":1171},"51ae4a4afbdd6",[],{"_45":4550,"_31":272,"_273":4551,"_163":4553},"51ae4a4afbdd7",[4552],"b14aa853ea301acafc82e4db540e4b17","at Google, basically doing a bunch of fun",{"_45":4555,"_31":272,"_273":4556,"_163":1171},"51ae4a4afbdd8",[],{"_45":4558,"_31":272,"_273":4559,"_163":4561},"51ae4a4afbdd9",[4560],"ea3452faab81383d72958ee7910987c6","value modeling, either hunting bad guys and girls when I was at NSA",{"_45":4563,"_31":272,"_273":4564,"_163":1171},"51ae4a4afbdd10",[],{"_45":4566,"_31":272,"_273":4567,"_163":4569},"51ae4a4afbdd11",[4568],"547266625090a6c6d7cd820e0774495b","or hunting money when I was at Google.",{"_45":4571,"_31":272,"_273":4572,"_163":1171},"51ae4a4afbdd12",[],{"_45":4574,"_31":272,"_273":4575,"_163":4577},"51ae4a4afbdd13",[4576],"f90ab80d43af89810383021e24873c3d","And then I jumped out and joined the startup game, the",{"_45":4579,"_31":272,"_273":4580,"_163":1171},"51ae4a4afbdd14",[],{"_45":4582,"_31":272,"_273":4583,"_163":4585},"51ae4a4afbdd15",[4584],"d8816a6ad941dd4cf9a9656157119f44","SaaS game, if you will, basically seven, eight years ago.",{"_45":4587,"_31":272,"_273":4588,"_163":4589},"51ae4a4afbdd16",[],"\n",[4591,4595,4597,4599,4601,4603,4605,4607],{"_45":4524,"_31":4592,"_4593":4594},"timestamp","time","00:00:06.450",{"_45":4536,"_31":4592,"_4593":4596},"00:00:09.060",{"_45":4544,"_31":4592,"_4593":4598},"00:00:11.990",{"_45":4552,"_31":4592,"_4593":4600},"00:00:15.720",{"_45":4560,"_31":4592,"_4593":4602},"00:00:18.910",{"_45":4568,"_31":4592,"_4593":4604},"00:00:22.810",{"_45":4576,"_31":4592,"_4593":4606},"00:00:24.840",{"_45":4584,"_31":4592,"_4593":4608},"00:00:28.330",{"_45":4610,"_31":267,"_268":4611,"_276":4665,"_278":279},"3401152e40f8",[4612,4617,4620,4625,4628,4633,4636,4641,4644,4649,4652,4657,4660],{"_45":4613,"_31":272,"_273":4614,"_163":4616},"3401152e40f80",[4615],"5cacfbdef1d15b0201c16440057e04b1","What we're going to be talking about today is the",{"_45":4618,"_31":272,"_273":4619,"_163":1171},"3401152e40f81",[],{"_45":4621,"_31":272,"_273":4622,"_163":4624},"3401152e40f82",[4623],"ab8dd07a3e1b8dbaf829352a2ca8d47e","amalgamation of a lot of learnings that we've picked",{"_45":4626,"_31":272,"_273":4627,"_163":1171},"3401152e40f83",[],{"_45":4629,"_31":272,"_273":4630,"_163":4632},"3401152e40f84",[4631],"50759e827d41d8e450de9fdbcf3a74c5","up, not only from the data that we have access to, which I'll tell",{"_45":4634,"_31":272,"_273":4635,"_163":1171},"3401152e40f85",[],{"_45":4637,"_31":272,"_273":4638,"_163":4640},"3401152e40f86",[4639],"4e41e80b3451d2f845a1914914fc3b87","you how we got access to that data in a bit, but also just in",{"_45":4642,"_31":272,"_273":4643,"_163":1171},"3401152e40f87",[],{"_45":4645,"_31":272,"_273":4646,"_163":4648},"3401152e40f88",[4647],"93916fe092e42566d4f68cc674e6efbe","attacking this problem, not only from building a product in",{"_45":4650,"_31":272,"_273":4651,"_163":1171},"3401152e40f89",[],{"_45":4653,"_31":272,"_273":4654,"_163":4656},"3401152e40f810",[4655],"8b9f38bb1714f4d3cf2cb19fabd3972c","this space, but also just understanding and seeing",{"_45":4658,"_31":272,"_273":4659,"_163":1171},"3401152e40f811",[],{"_45":4661,"_31":272,"_273":4662,"_163":4664},"3401152e40f812",[4663],"13a530c7c0dbe9ccc9bce19e59dcbe85","inside a lot of different types of companies.",[4666,4668,4670,4672,4674,4676,4678],{"_45":4615,"_31":4592,"_4593":4667},"00:00:31.530",{"_45":4623,"_31":4592,"_4593":4669},"00:00:34.790",{"_45":4631,"_31":4592,"_4593":4671},"00:00:38.180",{"_45":4639,"_31":4592,"_4593":4673},"00:00:41.610",{"_45":4647,"_31":4592,"_4593":4675},"00:00:45.080",{"_45":4655,"_31":4592,"_4593":4677},"00:00:48.480",{"_45":4663,"_31":4592,"_4593":4679},"00:00:51.780",{"_45":4681,"_31":267,"_268":4682,"_276":4723,"_278":279},"e8fcdfec5be7",[4683,4688,4691,4696,4699,4704,4707,4712,4715,4720],{"_45":4684,"_31":272,"_273":4685,"_163":4687},"e8fcdfec5be70",[4686],"0d306548274b111c0e7ab13cc0280c84","And to give you a little bit of a thesis",{"_45":4689,"_31":272,"_273":4690,"_163":1171},"e8fcdfec5be71",[],{"_45":4692,"_31":272,"_273":4693,"_163":4695},"e8fcdfec5be72",[4694],"6c35b969325662632db4fa8fdd7932d6","here, we're going to give you a framework as well as a bunch of benchmarks in",{"_45":4697,"_31":272,"_273":4698,"_163":1171},"e8fcdfec5be73",[],{"_45":4700,"_31":272,"_273":4701,"_163":4703},"e8fcdfec5be74",[4702],"3a5cb2e2a929f7616b6b37a027021673","terms of understanding and reevaluating retention.",{"_45":4705,"_31":272,"_273":4706,"_163":1171},"e8fcdfec5be75",[],{"_45":4708,"_31":272,"_273":4709,"_163":4711},"e8fcdfec5be76",[4710],"4f2be6b9b8b5e26a5e6e44c3347021b6","We're going to talk about why retention is so important as well as breaking things",{"_45":4713,"_31":272,"_273":4714,"_163":1171},"e8fcdfec5be77",[],{"_45":4716,"_31":272,"_273":4717,"_163":4719},"e8fcdfec5be78",[4718],"3e8f6b8339931e073f79f2bca62fc83b","down.",{"_45":4721,"_31":272,"_273":4722,"_163":4589},"e8fcdfec5be79",[],[4724,4726,4728,4730,4732],{"_45":4686,"_31":4592,"_4593":4725},"00:00:54.070",{"_45":4694,"_31":4592,"_4593":4727},"00:00:57.570",{"_45":4702,"_31":4592,"_4593":4729},"00:01:00.940",{"_45":4710,"_31":4592,"_4593":4731},"00:01:04.370",{"_45":4718,"_31":4592,"_4593":4733},"00:01:07.800",{"_45":4735,"_31":267,"_268":4736,"_276":4779,"_278":279},"65d3aabed5fb",[4737,4742,4745,4750,4753,4758,4763,4766,4771,4774],{"_45":4738,"_31":272,"_273":4739,"_163":4741},"65d3aabed5fb0",[4740],"802ca710bdb0b006d796a111cdb74999","There's going to be a lot of strategic bits as well as a lot of",{"_45":4743,"_31":272,"_273":4744,"_163":1171},"65d3aabed5fb1",[],{"_45":4746,"_31":272,"_273":4747,"_163":4749},"65d3aabed5fb2",[4748],"4eb89c89393bb71cd1783ebdcc21013f","tactical bits. And I like to mix it up because",{"_45":4751,"_31":272,"_273":4752,"_163":1171},"65d3aabed5fb3",[],{"_45":4754,"_31":272,"_273":4755,"_163":4757},"65d3aabed5fb4",[4756],"3c67e55f9f7d467c80316e3cfc7aaba5","retention, very similar to something like monetization as well as ",{"_45":4759,"_31":272,"_273":4760,"_163":4762},"65d3aabed5fb5",[4761],"88c058a74be6ec708b4f6ceb390ab78e","your overall growth strategy, it's this",{"_45":4764,"_31":272,"_273":4765,"_163":1171},"65d3aabed5fb6",[],{"_45":4767,"_31":272,"_273":4768,"_163":4770},"65d3aabed5fb7",[4769],"6f8f8608a1791bd031e5ccef065e7dc8","continual thing that is just always going to be within your business, very",{"_45":4772,"_31":272,"_273":4773,"_163":1171},"65d3aabed5fb8",[],{"_45":4775,"_31":272,"_273":4776,"_163":4778},"65d3aabed5fb9",[4777],"edb4f027c4875325d9dac95f5c6dd778","similar product development and the development of the rest of your business.",[4780,4781,4783,4785,4787,4789],{"_45":4740,"_31":4592,"_4593":4733},{"_45":4748,"_31":4592,"_4593":4782},"00:01:10.910",{"_45":4756,"_31":4592,"_4593":4784},"00:01:14.070",{"_45":4761,"_31":4592,"_4593":4786},"00:01:17.490",{"_45":4769,"_31":4592,"_4593":4788},"00:01:20.450",{"_45":4777,"_31":4592,"_4593":4790},"00:01:23.930",{"_45":4792,"_31":267,"_268":4793,"_276":4798,"_278":327},"ee3f3cb2adc4",[4794],{"_45":4795,"_31":272,"_273":4796,"_163":4797},"ee3f3cb2adc40",[],"Increasing Customer Lifetime Values: Follow the Data",[],{"_45":4800,"_31":267,"_268":4801,"_276":4850,"_278":279},"f21bceb22ba3",[4802,4807,4810,4815,4818,4823,4826,4831,4834,4839,4842,4847],{"_45":4803,"_31":272,"_273":4804,"_163":4806},"f21bceb22ba30",[4805],"9091d5016596e6b261b1550023d47424","Put a little bit more succinctly, I",{"_45":4808,"_31":272,"_273":4809,"_163":1171},"f21bceb22ba31",[],{"_45":4811,"_31":272,"_273":4812,"_163":4814},"f21bceb22ba32",[4813],"631d9f0b00aadc87c363a3759233a6cd","do call this out a little bit here and there, but there's going to be some things that are",{"_45":4816,"_31":272,"_273":4817,"_163":1171},"f21bceb22ba33",[],{"_45":4819,"_31":272,"_273":4820,"_163":4822},"f21bceb22ba34",[4821],"f87f900bc2265d94fb06c906dcca648c","going to be some really easy ways to increase that lifetime value and then there's",{"_45":4824,"_31":272,"_273":4825,"_163":1171},"f21bceb22ba35",[],{"_45":4827,"_31":272,"_273":4828,"_163":4830},"f21bceb22ba36",[4829],"ff3247972346ae273fff8f4de39fc307","going to be some things that'll require some more effort, but will have higher",{"_45":4832,"_31":272,"_273":4833,"_163":1171},"f21bceb22ba37",[],{"_45":4835,"_31":272,"_273":4836,"_163":4838},"f21bceb22ba38",[4837],"490a7b099410c01ecd4fe423022febf0","impact. But my goal is to make sure that you have those strategies and",{"_45":4840,"_31":272,"_273":4841,"_163":1171},"f21bceb22ba39",[],{"_45":4843,"_31":272,"_273":4844,"_163":4846},"f21bceb22ba310",[4845],"5d4654f344213cd81eda1dcd306cd425","those tactics to implement for that overall retention strategy.",{"_45":4848,"_31":272,"_273":4849,"_163":4589},"f21bceb22ba311",[],[4851,4853,4855,4857,4859,4861],{"_45":4805,"_31":4592,"_4593":4852},"00:01:27.090",{"_45":4813,"_31":4592,"_4593":4854},"00:01:30.900",{"_45":4821,"_31":4592,"_4593":4856},"00:01:34.340",{"_45":4829,"_31":4592,"_4593":4858},"00:01:37.770",{"_45":4837,"_31":4592,"_4593":4860},"00:01:40.870",{"_45":4845,"_31":4592,"_4593":4862},"00:01:44.220",{"_45":4864,"_31":267,"_268":4865,"_276":4920,"_278":279},"c54aa4536e56",[4866,4871,4874,4879,4882,4887,4890,4895,4899,4904,4907,4912,4915],{"_45":4867,"_31":272,"_273":4868,"_163":4870},"c54aa4536e560",[4869],"6ffae9b16963ecbbec46c70a12f4be66","Now who the heck am I? 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When you're thinking about a subscription or a SaaS business, ",{"_45":5214,"_31":272,"_273":5215,"_163":5217},"929ed49dd2425",[5216],"fa812a9dc1748b4032d5fab301469267","anything in the recurring revenue space.",{"_45":5219,"_31":272,"_273":5220,"_163":1171},"929ed49dd2426",[],{"_45":5222,"_31":272,"_273":5223,"_163":5225},"929ed49dd2427",[5224],"8173e2448cd48c23f2c52a4c94f673eb","And the reason is that we really have to go to the heart of what",{"_45":5227,"_31":272,"_273":5228,"_163":1171},"929ed49dd2428",[],{"_45":5230,"_31":272,"_273":5231,"_163":5233},"929ed49dd2429",[5232],"e3f73f238c04df44a840182c05601cb3","you're trying to do with a subscription or a recurring revenue",{"_45":5235,"_31":272,"_273":5236,"_163":1171},"929ed49dd24210",[],{"_45":5238,"_31":272,"_273":5239,"_163":5241},"929ed49dd24211",[5240],"2d5ad67959f61b9e4bbec61450733cfd","business.",[5243,5245,5247,5249,5251,5253,5255],{"_45":5195,"_31":4592,"_4593":5244},"00:03:23.060",{"_45":5203,"_31":4592,"_4593":5246},"00:03:26.180",{"_45":5211,"_31":4592,"_4593":5248},"00:03:29.400",{"_45":5216,"_31":4592,"_4593":5250},"00:03:33.230",{"_45":5224,"_31":4592,"_4593":5252},"00:03:35.010",{"_45":5232,"_31":4592,"_4593":5254},"00:03:38.500",{"_45":5240,"_31":4592,"_4593":5256},"00:03:41.510",{"_45":5258,"_31":267,"_268":5259,"_276":5316,"_278":279},"6760dc0415da",[5260,5265,5268,5273,5276,5281,5284,5289,5292,5297,5300,5305,5308,5313],{"_45":5261,"_31":272,"_273":5262,"_163":5264},"6760dc0415da0",[5263],"d3ad6bcc1690aa36870cced755dd82f6","The reason I want to start from these first principles is",{"_45":5266,"_31":272,"_273":5267,"_163":1171},"6760dc0415da1",[],{"_45":5269,"_31":272,"_273":5270,"_163":5272},"6760dc0415da2",[5271],"53516589f2ea54392aed7a192d135d63","because I don't think enough of us think about when we're getting in",{"_45":5274,"_31":272,"_273":5275,"_163":1171},"6760dc0415da3",[],{"_45":5277,"_31":272,"_273":5278,"_163":5280},"6760dc0415da4",[5279],"617cf2378e3e9a2015f87d4211c66dd9","growth mode and we get that growth brain, why retention is so",{"_45":5282,"_31":272,"_273":5283,"_163":1171},"6760dc0415da5",[],{"_45":5285,"_31":272,"_273":5286,"_163":5288},"6760dc0415da6",[5287],"fb3cb0bd68a0c404e73e405c35f8ac56","important. 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money.",{"_45":5314,"_31":272,"_273":5315,"_163":4589},"6760dc0415da13",[],[5317,5318,5320,5322,5324,5326,5328],{"_45":5263,"_31":4592,"_4593":5256},{"_45":5271,"_31":4592,"_4593":5319},"00:03:44.860",{"_45":5279,"_31":4592,"_4593":5321},"00:03:48.330",{"_45":5287,"_31":4592,"_4593":5323},"00:03:51.740",{"_45":5295,"_31":4592,"_4593":5325},"00:03:55.000",{"_45":5303,"_31":4592,"_4593":5327},"00:03:59.400",{"_45":5311,"_31":4592,"_4593":5329},"00:04:03.230",{"_45":5331,"_31":267,"_268":5332,"_276":5410,"_278":279},"e4e288c31df5",[5333,5338,5341,5346,5349,5354,5357,5362,5365,5370,5373,5378,5381,5386,5389,5394,5397,5402,5405],{"_45":5334,"_31":272,"_273":5335,"_163":5337},"e4e288c31df50",[5336],"6ce2a7cf0056fb42cf9e2d914ee455e6","So rather than having to have coupons to convince you or your customer",{"_45":5339,"_31":272,"_273":5340,"_163":1171},"e4e288c31df51",[],{"_45":5342,"_31":272,"_273":5343,"_163":5345},"e4e288c31df52",[5344],"dd19da2a3d2f626b042b3f0e93492500","to come back to the store every single week and not go to the store over",{"_45":5347,"_31":272,"_273":5348,"_163":1171},"e4e288c31df53",[],{"_45":5350,"_31":272,"_273":5351,"_163":5353},"e4e288c31df54",[5352],"d5c765b9a64b65930a56c58c9564556e","on the other side of town, or being the corner",{"_45":5355,"_31":272,"_273":5356,"_163":1171},"e4e288c31df55",[],{"_45":5358,"_31":272,"_273":5359,"_163":5361},"e4e288c31df56",[5360],"19e16d824a4c5ec115491d4e46980623","store where you had a monopoly in a particular market, it's one of these",{"_45":5363,"_31":272,"_273":5364,"_163":1171},"e4e288c31df57",[],{"_45":5366,"_31":272,"_273":5367,"_163":5369},"e4e288c31df58",[5368],"ff866d5454e7228b3f3be12766e51b04","things where I have that relationship with that customer and there's some",{"_45":5371,"_31":272,"_273":5372,"_163":1171},"e4e288c31df59",[],{"_45":5374,"_31":272,"_273":5375,"_163":5377},"e4e288c31df510",[5376],"706d1e769eb0bd6682e4fa0a495e3ff7","implications to that, but ultimately I don't have to win that",{"_45":5379,"_31":272,"_273":5380,"_163":1171},"e4e288c31df511",[],{"_45":5382,"_31":272,"_273":5383,"_163":5385},"e4e288c31df512",[5384],"effb75863db205267b73179a7702205d","person back every single month, I just have to keep providing them value and",{"_45":5387,"_31":272,"_273":5388,"_163":1171},"e4e288c31df513",[],{"_45":5390,"_31":272,"_273":5391,"_163":5393},"e4e288c31df514",[5392],"024b46fe5de2aba607c8e2466084d229","inherently, if I'm providing them value, they're going to",{"_45":5395,"_31":272,"_273":5396,"_163":1171},"e4e288c31df515",[],{"_45":5398,"_31":272,"_273":5399,"_163":5401},"e4e288c31df516",[5400],"4d380b454c484e0e613e8e7131703bfa","start spending more with us as well as they're going to stick around longer,",{"_45":5403,"_31":272,"_273":5404,"_163":1171},"e4e288c31df517",[],{"_45":5406,"_31":272,"_273":5407,"_163":5409},"e4e288c31df518",[5408],"6ff195041c57b7857716e6067fb90c73","which is really, really powerful.",[5411,5413,5415,5417,5419,5421,5423,5425,5427,5429],{"_45":5336,"_31":4592,"_4593":5412},"00:04:06.280",{"_45":5344,"_31":4592,"_4593":5414},"00:04:09.770",{"_45":5352,"_31":4592,"_4593":5416},"00:04:13.220",{"_45":5360,"_31":4592,"_4593":5418},"00:04:16.600",{"_45":5368,"_31":4592,"_4593":5420},"00:04:19.990",{"_45":5376,"_31":4592,"_4593":5422},"00:04:23.010",{"_45":5384,"_31":4592,"_4593":5424},"00:04:26.300",{"_45":5392,"_31":4592,"_4593":5426},"00:04:29.590",{"_45":5400,"_31":4592,"_4593":5428},"00:04:32.980",{"_45":5408,"_31":4592,"_4593":5430},"00:04:36.450",{"_45":5432,"_31":267,"_268":5433,"_276":5438,"_278":327},"e4f993a93058",[5434],{"_45":5435,"_31":272,"_273":5436,"_163":5437},"e4f993a930580",[],"Growth: Acquire, Monetize & Retain",[],{"_45":5440,"_31":267,"_268":5441,"_276":5514,"_278":279},"d12d431d9eb1",[5442,5447,5450,5455,5458,5463,5466,5471,5474,5479,5482,5487,5490,5495,5498,5503,5506,5511],{"_45":5443,"_31":272,"_273":5444,"_163":5446},"d12d431d9eb10",[5445],"48856daadaba625af16987c380c0aba6","Now the issue there is that enough of us aren't really spending",{"_45":5448,"_31":272,"_273":5449,"_163":1171},"d12d431d9eb11",[],{"_45":5451,"_31":272,"_273":5452,"_163":5454},"d12d431d9eb12",[5453],"9175509ed6572c6ad7d99a6691269de7","enough time on that relationship and we're not even thinking about",{"_45":5456,"_31":272,"_273":5457,"_163":1171},"d12d431d9eb13",[],{"_45":5459,"_31":272,"_273":5460,"_163":5462},"d12d431d9eb14",[5461],"67930270549ccd8ded328d53a281df7a","growth in a recurring revenue business, in my opinion, properly.",{"_45":5464,"_31":272,"_273":5465,"_163":1171},"d12d431d9eb15",[],{"_45":5467,"_31":272,"_273":5468,"_163":5470},"d12d431d9eb16",[5469],"31d8186ba588668e5a38bd39130dc49d","And of course not everyone, but just in the average or in the",{"_45":5472,"_31":272,"_273":5473,"_163":1171},"d12d431d9eb17",[],{"_45":5475,"_31":272,"_273":5476,"_163":5478},"d12d431d9eb18",[5477],"e77a23b51472b7d2cb57c0de2a875fb5","median here. And what I mean by that is this is why a lot of people",{"_45":5480,"_31":272,"_273":5481,"_163":1171},"d12d431d9eb19",[],{"_45":5483,"_31":272,"_273":5484,"_163":5486},"d12d431d9eb110",[5485],"f03619bd0aa1c4bfcb0d4defc0aeeec2","have started talking about flywheels, loops, these types of things versus the traditional funnel,",{"_45":5488,"_31":272,"_273":5489,"_163":1171},"d12d431d9eb111",[],{"_45":5491,"_31":272,"_273":5492,"_163":5494},"d12d431d9eb112",[5493],"172417ed38096b4f6572b712e868114e","because your goal as a recurring revenue business is to acquire that",{"_45":5496,"_31":272,"_273":5497,"_163":1171},"d12d431d9eb113",[],{"_45":5499,"_31":272,"_273":5500,"_163":5502},"d12d431d9eb114",[5501],"055638068fb57536f9d0397cd91edd8c","customer, you got to monetize them and you got to retain them, and then",{"_45":5504,"_31":272,"_273":5505,"_163":1171},"d12d431d9eb115",[],{"_45":5507,"_31":272,"_273":5508,"_163":5510},"d12d431d9eb116",[5509],"2be0d8575ac8f0f90b47466ed8c45bd2","this loop just goes over and over again.",{"_45":5512,"_31":272,"_273":5513,"_163":4589},"d12d431d9eb117",[],[5515,5517,5519,5521,5523,5525,5527,5529,5531],{"_45":5445,"_31":4592,"_4593":5516},"00:04:38.220",{"_45":5453,"_31":4592,"_4593":5518},"00:04:41.710",{"_45":5461,"_31":4592,"_4593":5520},"00:04:44.800",{"_45":5469,"_31":4592,"_4593":5522},"00:04:47.960",{"_45":5477,"_31":4592,"_4593":5524},"00:04:51.270",{"_45":5485,"_31":4592,"_4593":5526},"00:04:54.770",{"_45":5493,"_31":4592,"_4593":5528},"00:04:58.660",{"_45":5501,"_31":4592,"_4593":5530},"00:05:01.670",{"_45":5509,"_31":4592,"_4593":5532},"00:05:05.050",{"_45":5534,"_31":267,"_268":5535,"_276":5581,"_278":279},"0fb7512c22c3",[5536,5541,5544,5549,5552,5557,5560,5565,5568,5573,5576],{"_45":5537,"_31":272,"_273":5538,"_163":5540},"0fb7512c22c30",[5539],"8470e59424450c16d748a39cc2275f79","Now, in that context of not really spending enough time on the relationship,",{"_45":5542,"_31":272,"_273":5543,"_163":1171},"0fb7512c22c31",[],{"_45":5545,"_31":272,"_273":5546,"_163":5548},"0fb7512c22c32",[5547],"70a4872adcfda21d8595abd75261f297","we did a bunch of research and we looked at about 1,300 recurring revenue",{"_45":5550,"_31":272,"_273":5551,"_163":1171},"0fb7512c22c33",[],{"_45":5553,"_31":272,"_273":5554,"_163":5556},"0fb7512c22c34",[5555],"5c721e62544663b142bd993492eb9033","companies and we actually categorized every single expense",{"_45":5558,"_31":272,"_273":5559,"_163":1171},"0fb7512c22c35",[],{"_45":5561,"_31":272,"_273":5562,"_163":5564},"0fb7512c22c36",[5563],"55eda356e85390c482f7e36c35730f1e","within their business. All the way from custodial supplies and",{"_45":5566,"_31":272,"_273":5567,"_163":1171},"0fb7512c22c37",[],{"_45":5569,"_31":272,"_273":5570,"_163":5572},"0fb7512c22c38",[5571],"96c20b4b59d35abd5608cefcab54925d","office space to sales teams head count, software prices,",{"_45":5574,"_31":272,"_273":5575,"_163":1171},"0fb7512c22c39",[],{"_45":5577,"_31":272,"_273":5578,"_163":5580},"0fb7512c22c310",[5579],"f4297c88f2344a6cf9a09cca412a443b","all of these different things and basically their P&L (profit & loss.)",[5582,5584,5586,5588,5590,5592],{"_45":5539,"_31":4592,"_4593":5583},"00:05:07.930",{"_45":5547,"_31":4592,"_4593":5585},"00:05:12.010",{"_45":5555,"_31":4592,"_4593":5587},"00:05:15.000",{"_45":5563,"_31":4592,"_4593":5589},"00:05:18.310",{"_45":5571,"_31":4592,"_4593":5591},"00:05:21.810",{"_45":5579,"_31":4592,"_4593":5593},"00:05:25.280",{"_45":5595,"_31":267,"_268":5596,"_276":5669,"_278":279},"33ca6867933c",[5597,5602,5605,5610,5613,5618,5621,5626,5629,5634,5637,5642,5645,5650,5653,5658,5661,5666],{"_45":5598,"_31":272,"_273":5599,"_163":5601},"33ca6867933c0",[5600],"b011281fd072156a7a92a0dfcbbd1518","And what we found out is that when you actually categorize the amount of",{"_45":5603,"_31":272,"_273":5604,"_163":1171},"33ca6867933c1",[],{"_45":5606,"_31":272,"_273":5607,"_163":5609},"33ca6867933c2",[5608],"24ab67b80b9c0bc39052034d481ece8c","time and budget that goes to these three different growth",{"_45":5611,"_31":272,"_273":5612,"_163":1171},"33ca6867933c3",[],{"_45":5614,"_31":272,"_273":5615,"_163":5617},"33ca6867933c4",[5616],"127ced53e3b55b88815c99da51fd5ffc","levers, it tells you a very stark story.",{"_45":5619,"_31":272,"_273":5620,"_163":1171},"33ca6867933c5",[],{"_45":5622,"_31":272,"_273":5623,"_163":5625},"33ca6867933c6",[5624],"b76f07871775cf46084aaa1f5c2275bc","So of these 1,300 folks, 57% of",{"_45":5627,"_31":272,"_273":5628,"_163":1171},"33ca6867933c7",[],{"_45":5630,"_31":272,"_273":5631,"_163":5633},"33ca6867933c8",[5632],"1d78a45c4f8ef16ed3ddb4943bb09ca8","budget, and this was a median, was basically spent on acquiring",{"_45":5635,"_31":272,"_273":5636,"_163":1171},"33ca6867933c9",[],{"_45":5638,"_31":272,"_273":5639,"_163":5641},"33ca6867933c10",[5640],"b2549ae8a6208f66c3cc439c5bdba374","customers, so sales, marketing, and these different pieces.",{"_45":5643,"_31":272,"_273":5644,"_163":1171},"33ca6867933c11",[],{"_45":5646,"_31":272,"_273":5647,"_163":5649},"33ca6867933c12",[5648],"496123b63a229bc9ee897aff66b3faa1","Basically nothing was spent on monetization, and these were companies",{"_45":5651,"_31":272,"_273":5652,"_163":1171},"33ca6867933c13",[],{"_45":5654,"_31":272,"_273":5655,"_163":5657},"33ca6867933c14",[5656],"efc05936a3e00651f9230fc28af61685","that weren't super, super early, these were companies that were actually on a",{"_45":5659,"_31":272,"_273":5660,"_163":1171},"33ca6867933c15",[],{"_45":5662,"_31":272,"_273":5663,"_163":5665},"33ca6867933c16",[5664],"915313e6480f8f83fcaa97302a154f4f","nice scaling path.",{"_45":5667,"_31":272,"_273":5668,"_163":4589},"33ca6867933c17",[],[5670,5672,5674,5676,5678,5680,5682,5684,5686],{"_45":5600,"_31":4592,"_4593":5671},"00:05:28.540",{"_45":5608,"_31":4592,"_4593":5673},"00:05:31.690",{"_45":5616,"_31":4592,"_4593":5675},"00:05:34.940",{"_45":5624,"_31":4592,"_4593":5677},"00:05:38.380",{"_45":5632,"_31":4592,"_4593":5679},"00:05:41.970",{"_45":5640,"_31":4592,"_4593":5681},"00:05:45.070",{"_45":5648,"_31":4592,"_4593":5683},"00:05:48.490",{"_45":5656,"_31":4592,"_4593":5685},"00:05:51.870",{"_45":5664,"_31":4592,"_4593":5687},"00:05:55.240",{"_45":5689,"_31":267,"_268":5690,"_276":5741,"_278":279},"0ad0041a07bf",[5691,5696,5699,5704,5707,5712,5715,5720,5723,5728,5731,5736],{"_45":5692,"_31":272,"_273":5693,"_163":5695},"0ad0041a07bf0",[5694],"e2dfaa3707fcfab97ef56b49f4acd8d1","Then there's a little bit more time spent on retention, but",{"_45":5697,"_31":272,"_273":5698,"_163":1171},"0ad0041a07bf1",[],{"_45":5700,"_31":272,"_273":5701,"_163":5703},"0ad0041a07bf2",[5702],"954c221c4d7b473646239189a55e333a","not much. And this was mainly the product teams, but even a lot of the",{"_45":5705,"_31":272,"_273":5706,"_163":1171},"0ad0041a07bf3",[],{"_45":5708,"_31":272,"_273":5709,"_163":5711},"0ad0041a07bf4",[5710],"2a0e4687095362fc29e26deffb9797b1","product teams, you could see line items that were basically going towards more acquisition",{"_45":5713,"_31":272,"_273":5714,"_163":1171},"0ad0041a07bf5",[],{"_45":5716,"_31":272,"_273":5717,"_163":5719},"0ad0041a07bf6",[5718],"ae26e7f2f727f8800722d29fa6e329d3","focused things. And it's not to say that you're not",{"_45":5721,"_31":272,"_273":5722,"_163":1171},"0ad0041a07bf7",[],{"_45":5724,"_31":272,"_273":5725,"_163":5727},"0ad0041a07bf8",[5726],"1e20297a0f7341b77b3defea82814efb","going to spend half, if not more of your budget on acquiring customers.",{"_45":5729,"_31":272,"_273":5730,"_163":1171},"0ad0041a07bf9",[],{"_45":5732,"_31":272,"_273":5733,"_163":5735},"0ad0041a07bf10",[5734],"1cac8c90bfb751006403a11b01ed2dd3","That tends to be the case, even in more dev-",{"_45":5737,"_31":272,"_273":5738,"_163":5740},"0ad0041a07bf11",[5739],"d83d65e538a8da3e3790d87db73fbaf7","orientated products.",[5742,5744,5746,5748,5750,5752,5754],{"_45":5694,"_31":4592,"_4593":5743},"00:05:56.820",{"_45":5702,"_31":4592,"_4593":5745},"00:06:00.420",{"_45":5710,"_31":4592,"_4593":5747},"00:06:03.850",{"_45":5718,"_31":4592,"_4593":5749},"00:06:07.500",{"_45":5726,"_31":4592,"_4593":5751},"00:06:10.970",{"_45":5734,"_31":4592,"_4593":5753},"00:06:14.830",{"_45":5739,"_31":4592,"_4593":5755},"00:06:17.790",{"_45":5757,"_31":267,"_268":5758,"_276":5823,"_278":279},"0c8e169004eb",[5759,5764,5767,5772,5775,5780,5783,5788,5791,5796,5799,5804,5807,5812,5815,5820],{"_45":5760,"_31":272,"_273":5761,"_163":5763},"0c8e169004eb0",[5762],"c1974af16e33fec2a846f63837bd779e","Over time, it's just inevitability.",{"_45":5765,"_31":272,"_273":5766,"_163":1171},"0c8e169004eb1",[],{"_45":5768,"_31":272,"_273":5769,"_163":5771},"0c8e169004eb2",[5770],"38de735e054b7362aa3a056b87015d8c","But the thing is that you have to think about",{"_45":5773,"_31":272,"_273":5774,"_163":1171},"0c8e169004eb3",[],{"_45":5776,"_31":272,"_273":5777,"_163":5779},"0c8e169004eb4",[5778],"650d6f55fb2a75e4e16bd94e13668c4c","not necessarily the fact that you're not going to spend that money,",{"_45":5781,"_31":272,"_273":5782,"_163":1171},"0c8e169004eb5",[],{"_45":5784,"_31":272,"_273":5785,"_163":5787},"0c8e169004eb6",[5786],"2137be5a764d1ae9ab98bb7b3f71cb35","but you have to realize that in the market that we're in,",{"_45":5789,"_31":272,"_273":5790,"_163":1171},"0c8e169004eb7",[],{"_45":5792,"_31":272,"_273":5793,"_163":5795},"0c8e169004eb8",[5794],"6a8c45ba86f74c78d4e8c0d178d019fc","acquisition has now become table stakes.",{"_45":5797,"_31":272,"_273":5798,"_163":1171},"0c8e169004eb9",[],{"_45":5800,"_31":272,"_273":5801,"_163":5803},"0c8e169004eb10",[5802],"367b3b91c94d79a3b32b23695004abdf","Put another way, you need to be really, really good at spending that 57%",{"_45":5805,"_31":272,"_273":5806,"_163":1171},"0c8e169004eb11",[],{"_45":5808,"_31":272,"_273":5809,"_163":5811},"0c8e169004eb12",[5810],"ae788854c4508d5988047bb35240b547","of your budget on acquiring customers just to survive, just",{"_45":5813,"_31":272,"_273":5814,"_163":1171},"0c8e169004eb13",[],{"_45":5816,"_31":272,"_273":5817,"_163":5819},"0c8e169004eb14",[5818],"53abf8e277c8e9367c3bcb45cbe58dfc","to get a seat at the table.",{"_45":5821,"_31":272,"_273":5822,"_163":4589},"0c8e169004eb15",[],[5824,5826,5828,5830,5832,5834,5836,5838],{"_45":5762,"_31":4592,"_4593":5825},"00:06:19.600",{"_45":5770,"_31":4592,"_4593":5827},"00:06:22.140",{"_45":5778,"_31":4592,"_4593":5829},"00:06:25.650",{"_45":5786,"_31":4592,"_4593":5831},"00:06:29.280",{"_45":5794,"_31":4592,"_4593":5833},"00:06:32.610",{"_45":5802,"_31":4592,"_4593":5835},"00:06:35.120",{"_45":5810,"_31":4592,"_4593":5837},"00:06:38.610",{"_45":5818,"_31":4592,"_4593":5839},"00:06:42.090",{"_45":5841,"_31":267,"_268":5842,"_276":5883,"_278":279},"d58a135153ea",[5843,5848,5851,5856,5859,5864,5867,5872,5875,5880],{"_45":5844,"_31":272,"_273":5845,"_163":5847},"d58a135153ea0",[5846],"17dff01e50a8d02b20e41ca11e633320","Now, there are exceptions, of course, if you're trying to build just like a",{"_45":5849,"_31":272,"_273":5850,"_163":1171},"d58a135153ea1",[],{"_45":5852,"_31":272,"_273":5853,"_163":5855},"d58a135153ea2",[5854],"7d92725f704c31c3ea66c1f820e4d336","bootstrap company that you're not trying to go for the moon, if",{"_45":5857,"_31":272,"_273":5858,"_163":1171},"d58a135153ea3",[],{"_45":5860,"_31":272,"_273":5861,"_163":5863},"d58a135153ea4",[5862],"453f0f8c251adeae06efb04ee1ddf332","you will. But it is one of those things that if you're trying to be a fast",{"_45":5865,"_31":272,"_273":5866,"_163":1171},"d58a135153ea5",[],{"_45":5868,"_31":272,"_273":5869,"_163":5871},"d58a135153ea6",[5870],"2a329022c8ceb3e1b3809946430088e3","growing hypergrowth company, it does require",{"_45":5873,"_31":272,"_273":5874,"_163":1171},"d58a135153ea7",[],{"_45":5876,"_31":272,"_273":5877,"_163":5879},"d58a135153ea8",[5878],"01b200a857a2aeefc5aa138a8f3d24c5","not only being good at acquisition, but being good at the other growth levers.",{"_45":5881,"_31":272,"_273":5882,"_163":4589},"d58a135153ea9",[],[5884,5886,5888,5890,5892],{"_45":5846,"_31":4592,"_4593":5885},"00:06:43.360",{"_45":5854,"_31":4592,"_4593":5887},"00:06:47.210",{"_45":5862,"_31":4592,"_4593":5889},"00:06:50.610",{"_45":5870,"_31":4592,"_4593":5891},"00:06:53.960",{"_45":5878,"_31":4592,"_4593":5893},"00:06:57.560",{"_45":5895,"_31":267,"_268":5896,"_276":5955,"_278":279},"b08ac4bcbda3",[5897,5902,5905,5910,5913,5918,5921,5926,5929,5934,5939,5942,5947,5950],{"_45":5898,"_31":272,"_273":5899,"_163":5901},"b08ac4bcbda30",[5900],"09ba6202b78734032f792ae01384eb38","Just to give you a little context here, we built a model where",{"_45":5903,"_31":272,"_273":5904,"_163":1171},"b08ac4bcbda31",[],{"_45":5906,"_31":272,"_273":5907,"_163":5909},"b08ac4bcbda32",[5908],"b9fbf0f4e48aa75065a737076c952786","we isolated these three main areas; acquisition, monetization and",{"_45":5911,"_31":272,"_273":5912,"_163":1171},"b08ac4bcbda33",[],{"_45":5914,"_31":272,"_273":5915,"_163":5917},"b08ac4bcbda34",[5916],"3dee453d3035564905fcd0e9a91c2968","retention. We wanted to find out that all things being equal,",{"_45":5919,"_31":272,"_273":5920,"_163":1171},"b08ac4bcbda35",[],{"_45":5922,"_31":272,"_273":5923,"_163":5925},"b08ac4bcbda36",[5924],"50b1231ad0e158ec03b4a0c69ca7b981","if we were able to improve or increase each of those levers by the same",{"_45":5927,"_31":272,"_273":5928,"_163":1171},"b08ac4bcbda37",[],{"_45":5930,"_31":272,"_273":5931,"_163":5933},"b08ac4bcbda38",[5932],"d0f7bed4600ecab8bceffa2475ef1476","relative amount, what would be the impact on revenue? ",{"_45":5935,"_31":272,"_273":5936,"_163":5938},"b08ac4bcbda39",[5937],"b6843cd9c79533bc49a710e694ccb60c","What we found is that if you increase your acquisition volume by about 1%,",{"_45":5940,"_31":272,"_273":5941,"_163":1171},"b08ac4bcbda310",[],{"_45":5943,"_31":272,"_273":5944,"_163":5946},"b08ac4bcbda311",[5945],"3bc8fa55c8ef9b995f403927cc091962","so your net new leads, your conversion volume, et cetera, you're going to",{"_45":5948,"_31":272,"_273":5949,"_163":1171},"b08ac4bcbda312",[],{"_45":5951,"_31":272,"_273":5952,"_163":5954},"b08ac4bcbda313",[5953],"c5948f47fa26e7d672092ef691615e7e","see about a 2-3% boost in your overall revenue.",[5956,5958,5960,5962,5964,5966,5968,5970],{"_45":5900,"_31":4592,"_4593":5957},"00:07:00.690",{"_45":5908,"_31":4592,"_4593":5959},"00:07:04.120",{"_45":5916,"_31":4592,"_4593":5961},"00:07:07.320",{"_45":5924,"_31":4592,"_4593":5963},"00:07:10.820",{"_45":5932,"_31":4592,"_4593":5965},"00:07:14.120",{"_45":5937,"_31":4592,"_4593":5967},"00:07:17.610",{"_45":5945,"_31":4592,"_4593":5969},"00:07:21.220",{"_45":5953,"_31":4592,"_4593":5971},"00:07:24.690",{"_45":5973,"_31":267,"_268":5974,"_276":5979,"_278":327},"a0348ca5cc55",[5975],{"_45":5976,"_31":272,"_273":5977,"_163":5978},"a0348ca5cc550",[],"Impact of Improving Each Subscription Lever",[],{"_45":5981,"_31":267,"_268":5982,"_276":6073,"_278":279},"c7afd46b4f50",[5983,5988,5991,5996,5999,6004,6009,6012,6017,6022,6025,6030,6033,6038,6041,6046,6049,6054,6057,6062,6065,6070],{"_45":5984,"_31":272,"_273":5985,"_163":5987},"c7afd46b4f500",[5986],"a0fec4788310848a7b7319c51fe55667","Now, if you focus in and basically improve your revenue per",{"_45":5989,"_31":272,"_273":5990,"_163":1171},"c7afd46b4f501",[],{"_45":5992,"_31":272,"_273":5993,"_163":5995},"c7afd46b4f502",[5994],"a171073002e3fc4afe20d366286c1848","customer, i.e. your monetization or your actual overall retention",{"_45":5997,"_31":272,"_273":5998,"_163":1171},"c7afd46b4f503",[],{"_45":6000,"_31":272,"_273":6001,"_163":6003},"c7afd46b4f504",[6002],"f1cbbf98a371160aa2d19d895fa9f5d2","rate, how long those folks stick around, by the same ",{"_45":6005,"_31":272,"_273":6006,"_163":6008},"c7afd46b4f505",[6007],"2f16043431024547fdf4278e03d8c3c5","1% level, you'll actually start to see about a 4 to 8x",{"_45":6010,"_31":272,"_273":6011,"_163":1171},"c7afd46b4f506",[],{"_45":6013,"_31":272,"_273":6014,"_163":6016},"c7afd46b4f507",[6015],"c94416e1549f1773f56757b7b7dd9856","improvement or a 4 to 8x impact on your overall revenue. ",{"_45":6018,"_31":272,"_273":6019,"_163":6021},"c7afd46b4f508",[6020],"e266b74866d43a6f045ceb089532643b","Again, this isn't to say you're not going to spend most of your money over here,",{"_45":6023,"_31":272,"_273":6024,"_163":1171},"c7afd46b4f509",[],{"_45":6026,"_31":272,"_273":6027,"_163":6029},"c7afd46b4f5010",[6028],"eb30cb35acb00fe9857ceb45f4be160c","it's just to say that if we really evaluate what's going on",{"_45":6031,"_31":272,"_273":6032,"_163":1171},"c7afd46b4f5011",[],{"_45":6034,"_31":272,"_273":6035,"_163":6037},"c7afd46b4f5012",[6036],"ce5b8b3b119956bc8a0a840949fdbb8e","in our own businesses and how much time we're spending on not only making",{"_45":6039,"_31":272,"_273":6040,"_163":1171},"c7afd46b4f5013",[],{"_45":6042,"_31":272,"_273":6043,"_163":6045},"c7afd46b4f5014",[6044],"3ec5e9b6029aee411e36941f3a91f655","sure that we're actually monetizing those users, but also",{"_45":6047,"_31":272,"_273":6048,"_163":1171},"c7afd46b4f5015",[],{"_45":6050,"_31":272,"_273":6051,"_163":6053},"c7afd46b4f5016",[6052],"c79dff486c6337bee4a6f2923d2a9ca0","keeping those users around, those customers around for a long time,",{"_45":6055,"_31":272,"_273":6056,"_163":1171},"c7afd46b4f5017",[],{"_45":6058,"_31":272,"_273":6059,"_163":6061},"c7afd46b4f5018",[6060],"0dbd112148e47f3ed6d758263ace33e0","it is pretty telling on where we're putting our",{"_45":6063,"_31":272,"_273":6064,"_163":1171},"c7afd46b4f5019",[],{"_45":6066,"_31":272,"_273":6067,"_163":6069},"c7afd46b4f5020",[6068],"96e9f84f69b4c3a218931e4409eeaa7c","priorities.",{"_45":6071,"_31":272,"_273":6072,"_163":4589},"c7afd46b4f5021",[],[6074,6076,6078,6080,6082,6084,6086,6088,6090,6092,6094,6096],{"_45":5986,"_31":4592,"_4593":6075},"00:07:28.280",{"_45":5994,"_31":4592,"_4593":6077},"00:07:31.770",{"_45":6002,"_31":4592,"_4593":6079},"00:07:35.250",{"_45":6007,"_31":4592,"_4593":6081},"00:07:38.860",{"_45":6015,"_31":4592,"_4593":6083},"00:07:41.970",{"_45":6020,"_31":4592,"_4593":6085},"00:07:46.170",{"_45":6028,"_31":4592,"_4593":6087},"00:07:49.620",{"_45":6036,"_31":4592,"_4593":6089},"00:07:53.070",{"_45":6044,"_31":4592,"_4593":6091},"00:07:56.430",{"_45":6052,"_31":4592,"_4593":6093},"00:07:59.930",{"_45":6060,"_31":4592,"_4593":6095},"00:08:03.600",{"_45":6068,"_31":4592,"_4593":6097},"00:08:06.940",{"_45":6099,"_31":267,"_268":6100,"_276":6167,"_278":279},"70f8688d397d",[6101,6106,6109,6114,6117,6122,6125,6130,6133,6138,6143,6146,6151,6156,6159,6164],{"_45":6102,"_31":272,"_273":6103,"_163":6105},"70f8688d397d0",[6104],"0a499fded05a271ac44948e5b986f847","As the market continues to get",{"_45":6107,"_31":272,"_273":6108,"_163":1171},"70f8688d397d1",[],{"_45":6110,"_31":272,"_273":6111,"_163":6113},"70f8688d397d2",[6112],"c7cdc925c96c6d6442e97f7816f527be","denser and denser, it's going to be more important for us, not only to be",{"_45":6115,"_31":272,"_273":6116,"_163":1171},"70f8688d397d3",[],{"_45":6118,"_31":272,"_273":6119,"_163":6121},"70f8688d397d4",[6120],"89e8e6c4c4e95e0b6b6d83cd7ac2cd99","good at acquisition, but also good at this other aspects of balanced",{"_45":6123,"_31":272,"_273":6124,"_163":1171},"70f8688d397d5",[],{"_45":6126,"_31":272,"_273":6127,"_163":6129},"70f8688d397d6",[6128],"75ec521d9b904033a84c99a11ba0cae9","growth. So that background aside,",{"_45":6131,"_31":272,"_273":6132,"_163":1171},"70f8688d397d7",[],{"_45":6134,"_31":272,"_273":6135,"_163":6137},"70f8688d397d8",[6136],"945c4448b7a2bbdfdb025708ad78217c","let's go deep here into retention. ",{"_45":6139,"_31":272,"_273":6140,"_163":6142},"70f8688d397d9",[6141],"2f8bed119fa137708a149f249667c872","What I want to start off with is just making sure we're all on the same page",{"_45":6144,"_31":272,"_273":6145,"_163":1171},"70f8688d397d10",[],{"_45":6147,"_31":272,"_273":6148,"_163":6150},"70f8688d397d11",[6149],"798d3eaa94e740df76d7b24c522fc866","with how to look at retention. T",{"_45":6152,"_31":272,"_273":6153,"_163":6155},"70f8688d397d12",[6154],"ad5185f3bb7862cecda91e61d268e06e","he reason for this is I think that our industry, we have",{"_45":6157,"_31":272,"_273":6158,"_163":1171},"70f8688d397d13",[],{"_45":6160,"_31":272,"_273":6161,"_163":6163},"70f8688d397d14",[6162],"8a252641350ba2d6793f825f35ac3a17","a pretty big misconception of what retention involves.",{"_45":6165,"_31":272,"_273":6166,"_163":4589},"70f8688d397d15",[],[6168,6169,6171,6173,6175,6177,6179,6181,6183],{"_45":6104,"_31":4592,"_4593":6097},{"_45":6112,"_31":4592,"_4593":6170},"00:08:10.380",{"_45":6120,"_31":4592,"_4593":6172},"00:08:14.070",{"_45":6128,"_31":4592,"_4593":6174},"00:08:17.250",{"_45":6136,"_31":4592,"_4593":6176},"00:08:20.820",{"_45":6141,"_31":4592,"_4593":6178},"00:08:23.960",{"_45":6149,"_31":4592,"_4593":6180},"00:08:28.310",{"_45":6154,"_31":4592,"_4593":6182},"00:08:29.840",{"_45":6162,"_31":4592,"_4593":6184},"00:08:33.540",{"_45":6186,"_31":267,"_268":6187,"_276":6273,"_278":279},"ca96bf6319b7",[6188,6193,6196,6201,6204,6209,6212,6217,6220,6225,6228,6233,6236,6241,6244,6249,6252,6257,6260,6265,6268],{"_45":6189,"_31":272,"_273":6190,"_163":6192},"ca96bf6319b70",[6191],"484f4c7cb88c5c2386a9818e20ee529e","The reason for this, especially when we're looking at products that",{"_45":6194,"_31":272,"_273":6195,"_163":1171},"ca96bf6319b71",[],{"_45":6197,"_31":272,"_273":6198,"_163":6200},"ca96bf6319b72",[6199],"43f4211873fd78ffff52f5d536a01d0e","are, let's say dev-heavy, if you will, which",{"_45":6202,"_31":272,"_273":6203,"_163":1171},"ca96bf6319b73",[],{"_45":6205,"_31":272,"_273":6206,"_163":6208},"ca96bf6319b74",[6207],"71142063829d8ee65d5d08d3aa7c9fac","is obviously a lot of folks in this group, we have",{"_45":6210,"_31":272,"_273":6211,"_163":1171},"ca96bf6319b75",[],{"_45":6213,"_31":272,"_273":6214,"_163":6216},"ca96bf6319b76",[6215],"120aeebf610d59a23c4c819eec9057e9","a very almost Pollyannish look of, hey,",{"_45":6218,"_31":272,"_273":6219,"_163":1171},"ca96bf6319b77",[],{"_45":6221,"_31":272,"_273":6222,"_163":6224},"ca96bf6319b78",[6223],"77f475f68d74c4207d64dd10c6bd1ba9","if there's value and you're going after the right",{"_45":6226,"_31":272,"_273":6227,"_163":1171},"ca96bf6319b79",[],{"_45":6229,"_31":272,"_273":6230,"_163":6232},"ca96bf6319b710",[6231],"58697c34d3f920b35f05e8c8673e54ae","customer, obviously those customers will sticker",{"_45":6234,"_31":272,"_273":6235,"_163":1171},"ca96bf6319b711",[],{"_45":6237,"_31":272,"_273":6238,"_163":6240},"ca96bf6319b712",[6239],"d3cc2081a19c86204d5484dc02be1dfe","around. It's not to say that this is wrong, it's not wrong",{"_45":6242,"_31":272,"_273":6243,"_163":1171},"ca96bf6319b713",[],{"_45":6245,"_31":272,"_273":6246,"_163":6248},"ca96bf6319b714",[6247],"443302ed62b295d0d33e080609e288ab","at all. It's not nuance enough, it doesn't go deep enough.",{"_45":6250,"_31":272,"_273":6251,"_163":1171},"ca96bf6319b715",[],{"_45":6253,"_31":272,"_273":6254,"_163":6256},"ca96bf6319b716",[6255],"f155de22c0cae162934578b9c1d4168f","It's like saying, well, if we build it, they'll come, right?",{"_45":6258,"_31":272,"_273":6259,"_163":1171},"ca96bf6319b717",[],{"_45":6261,"_31":272,"_273":6262,"_163":6264},"ca96bf6319b718",[6263],"bfd49885a616db462d29b3376b50a63d","And if it's valuable enough, people will just use it.",{"_45":6266,"_31":272,"_273":6267,"_163":1171},"ca96bf6319b719",[],{"_45":6269,"_31":272,"_273":6270,"_163":6272},"ca96bf6319b720",[6271],"fef91852bb8efc0a1ea90b91017155b4","And we all know that the devil's actually in the details here.",[6274,6276,6278,6280,6282,6284,6286,6288,6290,6292,6294],{"_45":6191,"_31":4592,"_4593":6275},"00:08:37.580",{"_45":6199,"_31":4592,"_4593":6277},"00:08:40.750",{"_45":6207,"_31":4592,"_4593":6279},"00:08:44.090",{"_45":6215,"_31":4592,"_4593":6281},"00:08:47.580",{"_45":6223,"_31":4592,"_4593":6283},"00:08:51.010",{"_45":6231,"_31":4592,"_4593":6285},"00:08:54.090",{"_45":6239,"_31":4592,"_4593":6287},"00:08:57.250",{"_45":6247,"_31":4592,"_4593":6289},"00:09:00.710",{"_45":6255,"_31":4592,"_4593":6291},"00:09:03.480",{"_45":6263,"_31":4592,"_4593":6293},"00:09:05.830",{"_45":6271,"_31":4592,"_4593":6295},"00:09:07.760",{"_45":6297,"_31":267,"_268":6298,"_276":6303,"_278":327},"b520dec333aa",[6299],{"_45":6300,"_31":272,"_273":6301,"_163":6302},"b520dec333aa0",[],"Strategic Retention: Misconceptions & Tactical Retention",[],{"_45":6305,"_31":267,"_268":6306,"_276":6373,"_278":279},"a9262a8899a5",[6307,6312,6315,6320,6323,6328,6331,6336,6339,6344,6349,6352,6357,6362,6365,6370],{"_45":6308,"_31":272,"_273":6309,"_163":6311},"a9262a8899a50",[6310],"529323e4b4ced0f78e98f9195c139022","And so when you think about retention, to give you a model here,",{"_45":6313,"_31":272,"_273":6314,"_163":1171},"a9262a8899a51",[],{"_45":6316,"_31":272,"_273":6317,"_163":6319},"a9262a8899a52",[6318],"66712277e4faf72eb5d82c31266b4e46","we have the spectrum and on one end, we have these advocates.",{"_45":6321,"_31":272,"_273":6322,"_163":1171},"a9262a8899a53",[],{"_45":6324,"_31":272,"_273":6325,"_163":6327},"a9262a8899a54",[6326],"f11f40c4173b08120b01b694c776e7d5","These are people who are bringing you more users because they love your product so much.",{"_45":6329,"_31":272,"_273":6330,"_163":1171},"a9262a8899a55",[],{"_45":6332,"_31":272,"_273":6333,"_163":6335},"a9262a8899a56",[6334],"8941ef658f049b69d7af38eda40b7790","These are the people who you can't even imagine will ever cancel and they're also probably",{"_45":6337,"_31":272,"_273":6338,"_163":1171},"a9262a8899a57",[],{"_45":6340,"_31":272,"_273":6341,"_163":6343},"a9262a8899a58",[6342],"2b08c3c73125c41abc36496daa1f7f39","buying more of what you're selling. ",{"_45":6345,"_31":272,"_273":6346,"_163":6348},"a9262a8899a59",[6347],"4102f4d2aa0104aa0157a21ef6013707","Then on the other hand, you have these people who have already canceled, they've already",{"_45":6350,"_31":272,"_273":6351,"_163":1171},"a9262a8899a510",[],{"_45":6353,"_31":272,"_273":6354,"_163":6356},"a9262a8899a511",[6355],"751d35cfc54b59b4957d373aef840d98","churned, they're probably bad mouthing you because they had such a bad experience. ",{"_45":6358,"_31":272,"_273":6359,"_163":6361},"a9262a8899a512",[6360],"5d52b8e26e0cbab7d056afc580cd0212","Then in the middle here, you have people who are obviously on the precipice of",{"_45":6363,"_31":272,"_273":6364,"_163":1171},"a9262a8899a513",[],{"_45":6366,"_31":272,"_273":6367,"_163":6369},"a9262a8899a514",[6368],"4d2b042b509383956e0100d6dc114e32","canceling a product.",{"_45":6371,"_31":272,"_273":6372,"_163":4589},"a9262a8899a515",[],[6374,6376,6378,6380,6382,6384,6386,6388,6390],{"_45":6310,"_31":4592,"_4593":6375},"00:09:10.870",{"_45":6318,"_31":4592,"_4593":6377},"00:09:14.890",{"_45":6326,"_31":4592,"_4593":6379},"00:09:17.250",{"_45":6334,"_31":4592,"_4593":6381},"00:09:20.990",{"_45":6342,"_31":4592,"_4593":6383},"00:09:24.630",{"_45":6347,"_31":4592,"_4593":6385},"00:09:25.980",{"_45":6355,"_31":4592,"_4593":6387},"00:09:29.230",{"_45":6360,"_31":4592,"_4593":6389},"00:09:32.870",{"_45":6368,"_31":4592,"_4593":6391},"00:09:36.400",{"_45":6393,"_31":267,"_268":6394,"_276":6453,"_278":279},"f8185248b33f",[6395,6400,6403,6408,6411,6416,6419,6424,6427,6432,6435,6440,6443,6448],{"_45":6396,"_31":272,"_273":6397,"_163":6399},"f8185248b33f0",[6398],"9512f6fb0f5b3fe0934b9292238859ce","Now it's interesting, most of us, when we think about retention and we talk about retention,",{"_45":6401,"_31":272,"_273":6402,"_163":1171},"f8185248b33f1",[],{"_45":6404,"_31":272,"_273":6405,"_163":6407},"f8185248b33f2",[6406],"277fb160ee78e6d60ad6b1f2ebc2ee14","we're talking about these ends, these things that are",{"_45":6409,"_31":272,"_273":6410,"_163":1171},"f8185248b33f3",[],{"_45":6412,"_31":272,"_273":6413,"_163":6415},"f8185248b33f4",[6414],"dad8eb178d9b57b4b5d4ce8fd91c1043","heavily influenced by product.",{"_45":6417,"_31":272,"_273":6418,"_163":1171},"f8185248b33f5",[],{"_45":6420,"_31":272,"_273":6421,"_163":6423},"f8185248b33f6",[6422],"5dd8d4c1f06ddd1f29bcb3c2277be726","This is the strategic retention bits.",{"_45":6425,"_31":272,"_273":6426,"_163":1171},"f8185248b33f7",[],{"_45":6428,"_31":272,"_273":6429,"_163":6431},"f8185248b33f8",[6430],"d71dd0f7b24d4c92fecd717f6714565f","Getting those people who are the right types of customers, getting them to the point",{"_45":6433,"_31":272,"_273":6434,"_163":1171},"f8185248b33f9",[],{"_45":6436,"_31":272,"_273":6437,"_163":6439},"f8185248b33f10",[6438],"aad8422f5ed0251a2572834679767966","of value and moving them along the ends of these particular",{"_45":6441,"_31":272,"_273":6442,"_163":1171},"f8185248b33f11",[],{"_45":6444,"_31":272,"_273":6445,"_163":6447},"f8185248b33f12",[6446],"5fd9eb29af01dab7c551cb48e950cff4","spectrums to become advocates or at least ",{"_45":6449,"_31":272,"_273":6450,"_163":6452},"f8185248b33f13",[6451],"8e2d470d0d0945c2f2e2c96608729d18","make sure you're not getting those really, really improper customers.",[6454,6456,6458,6460,6462,6464,6466,6468],{"_45":6398,"_31":4592,"_4593":6455},"00:09:38.070",{"_45":6406,"_31":4592,"_4593":6457},"00:09:41.870",{"_45":6414,"_31":4592,"_4593":6459},"00:09:44.960",{"_45":6422,"_31":4592,"_4593":6461},"00:09:46.750",{"_45":6430,"_31":4592,"_4593":6463},"00:09:49.240",{"_45":6438,"_31":4592,"_4593":6465},"00:09:52.730",{"_45":6446,"_31":4592,"_4593":6467},"00:09:56.210",{"_45":6451,"_31":4592,"_4593":6469},"00:09:59.620",{"_45":6471,"_31":267,"_268":6472,"_276":6545,"_278":279},"8474d6e161a9",[6473,6478,6481,6486,6489,6494,6497,6502,6505,6510,6513,6518,6521,6526,6529,6534,6537,6542],{"_45":6474,"_31":272,"_273":6475,"_163":6477},"8474d6e161a90",[6476],"550a57043d01fee607fa5063e89f99e8","But what we found at least in looking at the data, and we're going to go deeper into this, is",{"_45":6479,"_31":272,"_273":6480,"_163":1171},"8474d6e161a91",[],{"_45":6482,"_31":272,"_273":6483,"_163":6485},"8474d6e161a92",[6484],"cc5f2d0ca1946cab9f9bd60a5fa91254","that in the middle here, there's basically this tactical",{"_45":6487,"_31":272,"_273":6488,"_163":1171},"8474d6e161a93",[],{"_45":6490,"_31":272,"_273":6491,"_163":6493},"8474d6e161a94",[6492],"07d0ccee8fc4cdcf382d3a17eef9aa6b","retention zone. And it's not the largest bucket of",{"_45":6495,"_31":272,"_273":6496,"_163":1171},"8474d6e161a95",[],{"_45":6498,"_31":272,"_273":6499,"_163":6501},"8474d6e161a96",[6500],"9d274e19f03e05e5831a50756937e78d","retention, but there's this tactical zone where you can",{"_45":6503,"_31":272,"_273":6504,"_163":1171},"8474d6e161a97",[],{"_45":6506,"_31":272,"_273":6507,"_163":6509},"8474d6e161a98",[6508],"e0491a1e08e3473101d475d2abdb468b","nudge people from almost canceling to",{"_45":6511,"_31":272,"_273":6512,"_163":1171},"8474d6e161a99",[],{"_45":6514,"_31":272,"_273":6515,"_163":6517},"8474d6e161a910",[6516],"26b61bd2d65ea7195448d12f29211615","sticking around so that they can hopefully see the value more, or",{"_45":6519,"_31":272,"_273":6520,"_163":1171},"8474d6e161a911",[],{"_45":6522,"_31":272,"_273":6523,"_163":6525},"8474d6e161a912",[6524],"5af7afe10b7371038fbd53b1ed845824","taking that person who had a payment failure and before they actually churn",{"_45":6527,"_31":272,"_273":6528,"_163":1171},"8474d6e161a913",[],{"_45":6530,"_31":272,"_273":6531,"_163":6533},"8474d6e161a914",[6532],"f168ae25df1b534b3d2e457cb85ef7c3","out, saving them to stay beyond that point of",{"_45":6535,"_31":272,"_273":6536,"_163":1171},"8474d6e161a915",[],{"_45":6538,"_31":272,"_273":6539,"_163":6541},"8474d6e161a916",[6540],"19bade3214944ecb6c005506983f7fe7","cancellation.",{"_45":6543,"_31":272,"_273":6544,"_163":4589},"8474d6e161a917",[],[6546,6548,6550,6552,6554,6556,6558,6560,6562],{"_45":6476,"_31":4592,"_4593":6547},"00:10:02.960",{"_45":6484,"_31":4592,"_4593":6549},"00:10:06.400",{"_45":6492,"_31":4592,"_4593":6551},"00:10:09.720",{"_45":6500,"_31":4592,"_4593":6553},"00:10:12.710",{"_45":6508,"_31":4592,"_4593":6555},"00:10:15.880",{"_45":6516,"_31":4592,"_4593":6557},"00:10:19.110",{"_45":6524,"_31":4592,"_4593":6559},"00:10:22.770",{"_45":6532,"_31":4592,"_4593":6561},"00:10:26.180",{"_45":6540,"_31":4592,"_4593":6563},"00:10:29.290",{"_45":6565,"_31":267,"_268":6566,"_276":6673,"_278":279},"101d32be0e97",[6567,6572,6575,6580,6583,6588,6591,6596,6599,6604,6609,6612,6617,6620,6625,6628,6633,6636,6641,6644,6649,6652,6657,6660,6665,6668],{"_45":6568,"_31":272,"_273":6569,"_163":6571},"101d32be0e970",[6570],"95b88e4f22f3791f21f001e82b164afe","When we actually look at the data and we look at these two",{"_45":6573,"_31":272,"_273":6574,"_163":1171},"101d32be0e971",[],{"_45":6576,"_31":272,"_273":6577,"_163":6579},"101d32be0e972",[6578],"fedddbefc5628e9d402717285401b4f8","different types of retention, typically 60 to",{"_45":6581,"_31":272,"_273":6582,"_163":1171},"101d32be0e973",[],{"_45":6584,"_31":272,"_273":6585,"_163":6587},"101d32be0e974",[6586],"950c2eac9468a893a9f41ecf0f2f74d2","75% of retention is going to come down to that product.",{"_45":6589,"_31":272,"_273":6590,"_163":1171},"101d32be0e975",[],{"_45":6592,"_31":272,"_273":6593,"_163":6595},"101d32be0e976",[6594],"b5622ab46c09dbf8a8cfb9949a572c3e","It's going to be that death by a thousand paper cuts that you as a product leader",{"_45":6597,"_31":272,"_273":6598,"_163":1171},"101d32be0e977",[],{"_45":6600,"_31":272,"_273":6601,"_163":6603},"101d32be0e978",[6602],"8e31be12002dd21d597b964fe62c0009","are going to be marching against those features, those right customers. ",{"_45":6605,"_31":272,"_273":6606,"_163":6608},"101d32be0e979",[6607],"ba5219380d2026553565af23006d1950","Then the other part, like 25 to about 40%",{"_45":6610,"_31":272,"_273":6611,"_163":1171},"101d32be0e9710",[],{"_45":6613,"_31":272,"_273":6614,"_163":6616},"101d32be0e9711",[6615],"ffacf2a7c2860b92a55b0cc005701711","is all this tactical bits.",{"_45":6618,"_31":272,"_273":6619,"_163":1171},"101d32be0e9712",[],{"_45":6621,"_31":272,"_273":6622,"_163":6624},"101d32be0e9713",[6623],"3a5e4f9e642bd3a5c4d9294d6f5f9081","Now, the reason I bring this out and draw this distinction is",{"_45":6626,"_31":272,"_273":6627,"_163":1171},"101d32be0e9714",[],{"_45":6629,"_31":272,"_273":6630,"_163":6632},"101d32be0e9715",[6631],"0be9e24b155215ac9a91d7c2b2a38f5b","because most of us, because we're so focused on the strategic",{"_45":6634,"_31":272,"_273":6635,"_163":1171},"101d32be0e9716",[],{"_45":6637,"_31":272,"_273":6638,"_163":6640},"101d32be0e9717",[6639],"46fbf01d6bb56ecd411e3ceccc073900","bits, we don't realize that there's this pretty large",{"_45":6642,"_31":272,"_273":6643,"_163":1171},"101d32be0e9718",[],{"_45":6645,"_31":272,"_273":6646,"_163":6648},"101d32be0e9719",[6647],"6887f87e137be9b2628be5eae7a36810","chunk of retention that can be solved with much more",{"_45":6650,"_31":272,"_273":6651,"_163":1171},"101d32be0e9720",[],{"_45":6653,"_31":272,"_273":6654,"_163":6656},"101d32be0e9721",[6655],"a3f37070c27f950d2342033a5ec387c2","tactical pieces that are somewhat easy to implement and can",{"_45":6658,"_31":272,"_273":6659,"_163":1171},"101d32be0e9722",[],{"_45":6661,"_31":272,"_273":6662,"_163":6664},"101d32be0e9723",[6663],"01339482afe454c90e0aa0b7982ecd54","get more complicated depending on your size, but it is one of those",{"_45":6666,"_31":272,"_273":6667,"_163":1171},"101d32be0e9724",[],{"_45":6669,"_31":272,"_273":6670,"_163":6672},"101d32be0e9725",[6671],"448c389a5d853243a72f3ccd363d5a9f","things where you do need to balance both of these.",[6674,6675,6677,6679,6681,6683,6685,6687,6689,6691,6693,6695,6697,6699],{"_45":6570,"_31":4592,"_4593":6563},{"_45":6578,"_31":4592,"_4593":6676},"00:10:32.780",{"_45":6586,"_31":4592,"_4593":6678},"00:10:37.340",{"_45":6594,"_31":4592,"_4593":6680},"00:10:39.720",{"_45":6602,"_31":4592,"_4593":6682},"00:10:43.150",{"_45":6607,"_31":4592,"_4593":6684},"00:10:46.610",{"_45":6615,"_31":4592,"_4593":6686},"00:10:50.170",{"_45":6623,"_31":4592,"_4593":6688},"00:10:51.540",{"_45":6631,"_31":4592,"_4593":6690},"00:10:54.660",{"_45":6639,"_31":4592,"_4593":6692},"00:10:57.890",{"_45":6647,"_31":4592,"_4593":6694},"00:11:01.300",{"_45":6655,"_31":4592,"_4593":6696},"00:11:04.810",{"_45":6663,"_31":4592,"_4593":6698},"00:11:08.200",{"_45":6671,"_31":4592,"_4593":6700},"00:11:11.580",{"_45":6702,"_31":267,"_268":6703,"_276":6764,"_278":279},"98bd79f36f25",[6704,6709,6712,6717,6722,6727,6730,6735,6738,6743,6748,6753,6756,6761],{"_45":6705,"_31":272,"_273":6706,"_163":6708},"98bd79f36f250",[6707],"c1b29ec987086fef40475a64195b6a2d","So we're going to be talking about, in the context of these two types of retention, a bunch",{"_45":6710,"_31":272,"_273":6711,"_163":1171},"98bd79f36f251",[],{"_45":6713,"_31":272,"_273":6714,"_163":6716},"98bd79f36f252",[6715],"bb21f7b6309f79fae009ce39725b626d","of different pieces that you can implement or think about to actually ",{"_45":6718,"_31":272,"_273":6719,"_163":6721},"98bd79f36f253",[6720],"70c6c7a814a5650aed3be975a2de4f69","boost retention overall. ",{"_45":6723,"_31":272,"_273":6724,"_163":6726},"98bd79f36f254",[6725],"191a3b5b5646d1a73a6eb174eed4f6f9","So how do we boost it?",{"_45":6728,"_31":272,"_273":6729,"_163":1171},"98bd79f36f255",[],{"_45":6731,"_31":272,"_273":6732,"_163":6734},"98bd79f36f256",[6733],"a4aa1bd8f6cdc8d0d707f1bcbd611b6f","Well first, how do we measure it, right?",{"_45":6736,"_31":272,"_273":6737,"_163":1171},"98bd79f36f257",[],{"_45":6739,"_31":272,"_273":6740,"_163":6742},"98bd79f36f258",[6741],"4ea2ac847546ef977f397ff7f385a304","So the primary measurements are typically net revenue retention. ",{"_45":6744,"_31":272,"_273":6745,"_163":6747},"98bd79f36f259",[6746],"36484397fb0500382e6419777f1081e0","This is a combination of those folks who are canceling ",{"_45":6749,"_31":272,"_273":6750,"_163":6752},"98bd79f36f2510",[6751],"de20c179342cad3fb2e94a07f9154fd1","offset by those folks who are upgrading or spending more money with",{"_45":6754,"_31":272,"_273":6755,"_163":1171},"98bd79f36f2511",[],{"_45":6757,"_31":272,"_273":6758,"_163":6760},"98bd79f36f2512",[6759],"01122e4bcbefb6b83b14f2bac7dd8728","you.",{"_45":6762,"_31":272,"_273":6763,"_163":4589},"98bd79f36f2513",[],[6765,6767,6769,6771,6773,6775,6777,6779,6781],{"_45":6707,"_31":4592,"_4593":6766},"00:11:14.000",{"_45":6715,"_31":4592,"_4593":6768},"00:11:17.620",{"_45":6720,"_31":4592,"_4593":6770},"00:11:20.970",{"_45":6725,"_31":4592,"_4593":6772},"00:11:23.080",{"_45":6733,"_31":4592,"_4593":6774},"00:11:24.190",{"_45":6741,"_31":4592,"_4593":6776},"00:11:26.050",{"_45":6746,"_31":4592,"_4593":6778},"00:11:29.360",{"_45":6751,"_31":4592,"_4593":6780},"00:11:32.790",{"_45":6759,"_31":4592,"_4593":6782},"00:11:36.160",{"_45":6784,"_31":267,"_268":6785,"_276":6842,"_278":279},"00cb440326c3",[6786,6791,6794,6799,6802,6807,6810,6815,6818,6823,6826,6831,6834,6839],{"_45":6787,"_31":272,"_273":6788,"_163":6790},"00cb440326c30",[6789],"51c970796c0d3846bf5c7bc9370dd413","The other way we measure is typically just raw",{"_45":6792,"_31":272,"_273":6793,"_163":1171},"00cb440326c31",[],{"_45":6795,"_31":272,"_273":6796,"_163":6798},"00cb440326c32",[6797],"7143601e4fd08365d470e5fed9d4d8dc","cancellation, so that churn that typically comes across.",{"_45":6800,"_31":272,"_273":6801,"_163":1171},"00cb440326c33",[],{"_45":6803,"_31":272,"_273":6804,"_163":6806},"00cb440326c34",[6805],"0a6256b0c5e18b85e09291a383fa44d2","I've already alluded to it, but you got three big areas of retention.",{"_45":6808,"_31":272,"_273":6809,"_163":1171},"00cb440326c35",[],{"_45":6811,"_31":272,"_273":6812,"_163":6814},"00cb440326c36",[6813],"6b3873053da187c4164b6d82fd41cb62","You have your active cancellations.",{"_45":6816,"_31":272,"_273":6817,"_163":1171},"00cb440326c37",[],{"_45":6819,"_31":272,"_273":6820,"_163":6822},"00cb440326c38",[6821],"517bf04a3e624da955cacf4c273b451e","These are people who are actively hitting a button saying, I don't want your product anymore.",{"_45":6824,"_31":272,"_273":6825,"_163":1171},"00cb440326c39",[],{"_45":6827,"_31":272,"_273":6828,"_163":6830},"00cb440326c310",[6829],"c34421d020e1f94e43015080330d19b3","You have expansion revenue, which is probably one of the most underutilized",{"_45":6832,"_31":272,"_273":6833,"_163":1171},"00cb440326c311",[],{"_45":6835,"_31":272,"_273":6836,"_163":6838},"00cb440326c312",[6837],"dff18ec954f91c811342559782218f6f","pieces, especially for product led growth companies.",{"_45":6840,"_31":272,"_273":6841,"_163":4589},"00cb440326c313",[],[6843,6844,6846,6848,6850,6852,6854],{"_45":6789,"_31":4592,"_4593":6782},{"_45":6797,"_31":4592,"_4593":6845},"00:11:38.950",{"_45":6805,"_31":4592,"_4593":6847},"00:11:42.350",{"_45":6813,"_31":4592,"_4593":6849},"00:11:45.400",{"_45":6821,"_31":4592,"_4593":6851},"00:11:46.960",{"_45":6829,"_31":4592,"_4593":6853},"00:11:50.440",{"_45":6837,"_31":4592,"_4593":6855},"00:11:53.670",{"_45":6857,"_31":267,"_268":6858,"_276":6879,"_278":279},"728006114654",[6859,6864,6869,6874],{"_45":6860,"_31":272,"_273":6861,"_163":6863},"7280061146540",[6862],"a8b2befbe34acfbef78181a5d70da704","And then ultimately you have delinquencies, which is not the ",{"_45":6865,"_31":272,"_273":6866,"_163":6868},"7280061146541",[6867],"a7ed85582716e44ef1f438011b5e96bf","sexiest topic in the world, but for products that cost typically less than ",{"_45":6870,"_31":272,"_273":6871,"_163":6873},"7280061146542",[6872],"e86162bb6f59dee5a29d1626f560d45b","$500 a month, at least at the entry point, it's one of the largest ",{"_45":6875,"_31":272,"_273":6876,"_163":6878},"7280061146543",[6877],"68da353b1f696984a7bf2fa2c16502e5","single buckets of lost customers, and we'll talk about those in a little bit. ",[6880,6882,6884,6886],{"_45":6862,"_31":4592,"_4593":6881},"00:11:56.300",{"_45":6867,"_31":4592,"_4593":6883},"00:11:59.540",{"_45":6872,"_31":4592,"_4593":6885},"00:12:03.170",{"_45":6877,"_31":4592,"_4593":6887},"00:12:06.410",{"_45":6889,"_31":267,"_268":6890,"_276":6895,"_278":327},"a40824f5b3e9",[6891],{"_45":6892,"_31":272,"_273":6893,"_163":6894},"a40824f5b3e90",[],"Active Cancellations & Term Optimizations",[],{"_45":6897,"_31":267,"_268":6898,"_276":6963,"_278":279},"ecac994fbadf",[6899,6904,6907,6912,6915,6920,6923,6928,6931,6936,6939,6944,6947,6952,6955,6960],{"_45":6900,"_31":272,"_273":6901,"_163":6903},"ecac994fbadf0",[6902],"2d827c4f02e2926a6858cc76256203eb","But starting off here, talk a little bit about active cancellations.",{"_45":6905,"_31":272,"_273":6906,"_163":1171},"ecac994fbadf1",[],{"_45":6908,"_31":272,"_273":6909,"_163":6911},"ecac994fbadf2",[6910],"7bb16941e1b12f5034a0136cbfdea91f","There's a couple of things to think about here and",{"_45":6913,"_31":272,"_273":6914,"_163":1171},"ecac994fbadf3",[],{"_45":6916,"_31":272,"_273":6917,"_163":6919},"ecac994fbadf4",[6918],"3b7bc91f2d886354fb435457e026ff90","most of these are going to be very product orientated.",{"_45":6921,"_31":272,"_273":6922,"_163":1171},"ecac994fbadf5",[],{"_45":6924,"_31":272,"_273":6925,"_163":6927},"ecac994fbadf6",[6926],"8554a9cf027fd79ededf990b4a40e966","Time to value, the target segment, this is, again, that death by a thousand",{"_45":6929,"_31":272,"_273":6930,"_163":1171},"ecac994fbadf7",[],{"_45":6932,"_31":272,"_273":6933,"_163":6935},"ecac994fbadf8",[6934],"18b58749a177b23a01180b94fcce994d","paper cuts. We'll talk about this and give you a little bit of a framework to think through this",{"_45":6937,"_31":272,"_273":6938,"_163":1171},"ecac994fbadf9",[],{"_45":6940,"_31":272,"_273":6941,"_163":6943},"ecac994fbadf10",[6942],"d20a3b106003e0707e96172e04e3a011","in a second. But in addition to that, there's some tactical",{"_45":6945,"_31":272,"_273":6946,"_163":1171},"ecac994fbadf11",[],{"_45":6948,"_31":272,"_273":6949,"_163":6951},"ecac994fbadf12",[6950],"255025c5dd7a2f8bd66025998fb572b8","things that you should implement as soon as humanly possible.",{"_45":6953,"_31":272,"_273":6954,"_163":1171},"ecac994fbadf13",[],{"_45":6956,"_31":272,"_273":6957,"_163":6959},"ecac994fbadf14",[6958],"17bd5a84aa8fd3d8a239bab5f058d46e","Things like term optimization, as well as wind back and triaging.",{"_45":6961,"_31":272,"_273":6962,"_163":4589},"ecac994fbadf15",[],[6964,6966,6968,6970,6972,6974,6976,6978],{"_45":6902,"_31":4592,"_4593":6965},"00:12:09.690",{"_45":6910,"_31":4592,"_4593":6967},"00:12:13.400",{"_45":6918,"_31":4592,"_4593":6969},"00:12:16.500",{"_45":6926,"_31":4592,"_4593":6971},"00:12:19.420",{"_45":6934,"_31":4592,"_4593":6973},"00:12:22.880",{"_45":6942,"_31":4592,"_4593":6975},"00:12:26.340",{"_45":6950,"_31":4592,"_4593":6977},"00:12:29.460",{"_45":6958,"_31":4592,"_4593":6979},"00:12:33.090",{"_45":6981,"_31":267,"_268":6982,"_276":7060,"_278":279},"1147f12f8aeb",[6983,6988,6991,6996,6999,7004,7007,7012,7015,7020,7023,7028,7031,7036,7039,7044,7047,7052,7055],{"_45":6984,"_31":272,"_273":6985,"_163":6987},"1147f12f8aeb0",[6986],"0827d4d70c8ad8ec620a89fb07ec1d9f","We're going to talk about these in some quick",{"_45":6989,"_31":272,"_273":6990,"_163":1171},"1147f12f8aeb1",[],{"_45":6992,"_31":272,"_273":6993,"_163":6995},"1147f12f8aeb2",[6994],"7a4f8bebf491b2f577a1883001d105f7","hits. 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monthly contract and they're getting a receipt",{"_45":7053,"_31":272,"_273":7054,"_163":1171},"1147f12f8aeb17",[],{"_45":7056,"_31":272,"_273":7057,"_163":7059},"1147f12f8aeb18",[7058],"dcfb0a46be2cf5d9870b56b43252163e","every month and thinking about your product.",[7061,7063,7065,7067,7069,7071,7073,7075,7077,7079],{"_45":6986,"_31":4592,"_4593":7062},"00:12:35.870",{"_45":6994,"_31":4592,"_4593":7064},"00:12:38.970",{"_45":7002,"_31":4592,"_4593":7066},"00:12:42.060",{"_45":7010,"_31":4592,"_4593":7068},"00:12:45.520",{"_45":7018,"_31":4592,"_4593":7070},"00:12:48.470",{"_45":7026,"_31":4592,"_4593":7072},"00:12:52.170",{"_45":7034,"_31":4592,"_4593":7074},"00:12:55.220",{"_45":7042,"_31":4592,"_4593":7076},"00:12:58.810",{"_45":7050,"_31":4592,"_4593":7078},"00:13:02.290",{"_45":7058,"_31":4592,"_4593":7080},"00:13:05.890",{"_45":7082,"_31":267,"_268":7083,"_276":7148,"_278":279},"31cd5f1a0c2a",[7084,7089,7092,7097,7100,7105,7108,7113,7116,7121,7124,7129,7132,7137,7140,7145],{"_45":7085,"_31":272,"_273":7086,"_163":7088},"31cd5f1a0c2a0",[7087],"0db28fd9c0cfea6e1da7179b86d11497","To give you some data here, what you're looking at here is on 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either.",{"_45":7587,"_31":272,"_273":7588,"_163":4589},"0e0d2e97869815",[],[7590,7592,7594,7596,7598,7600,7602,7604],{"_45":7528,"_31":4592,"_4593":7591},"00:15:16.570",{"_45":7536,"_31":4592,"_4593":7593},"00:15:19.740",{"_45":7544,"_31":4592,"_4593":7595},"00:15:22.600",{"_45":7552,"_31":4592,"_4593":7597},"00:15:25.930",{"_45":7560,"_31":4592,"_4593":7599},"00:15:29.330",{"_45":7568,"_31":4592,"_4593":7601},"00:15:31.420",{"_45":7576,"_31":4592,"_4593":7603},"00:15:34.950",{"_45":7584,"_31":4592,"_4593":7605},"00:15:38.590",{"_45":7607,"_31":267,"_268":7608,"_276":7665,"_278":279},"0f932453d420",[7609,7614,7617,7622,7625,7630,7633,7638,7641,7646,7649,7654,7657,7662],{"_45":7610,"_31":272,"_273":7611,"_163":7613},"0f932453d4200",[7612],"2d3cb89e2e46db1d99b789ac9b019d90","So when you have someone who wants to leave, the",{"_45":7615,"_31":272,"_273":7616,"_163":1171},"0f932453d4201",[],{"_45":7618,"_31":272,"_273":7619,"_163":7621},"0f932453d4202",[7620],"d4b7aad060d3c363576acd449997c93d","biggest thing is to add some friction.",{"_45":7623,"_31":272,"_273":7624,"_163":1171},"0f932453d4203",[],{"_45":7626,"_31":272,"_273":7627,"_163":7629},"0f932453d4204",[7628],"825d76a832d0a712fd8bc80664aef995","Now to be super clear here, do not hijack your customer.",{"_45":7631,"_31":272,"_273":7632,"_163":1171},"0f932453d4205",[],{"_45":7634,"_31":272,"_273":7635,"_163":7637},"0f932453d4206",[7636],"276dade0f2bdb8e7050522d6c4980270","Again, it's a relationship, don't hijack them, don't make them call you, don't",{"_45":7639,"_31":272,"_273":7640,"_163":1171},"0f932453d4207",[],{"_45":7642,"_31":272,"_273":7643,"_163":7645},"0f932453d4208",[7644],"e7068640146a8918b88025b3126ac63a","make them do a bunch of these types of things.",{"_45":7647,"_31":272,"_273":7648,"_163":1171},"0f932453d4209",[],{"_45":7650,"_31":272,"_273":7651,"_163":7653},"0f932453d42010",[7652],"575c16a90966eef5d99196506fdd4a21","There are probably some circumstances where that makes sense, but mostly they",{"_45":7655,"_31":272,"_273":7656,"_163":1171},"0f932453d42011",[],{"_45":7658,"_31":272,"_273":7659,"_163":7661},"0f932453d42012",[7660],"f463c1bf0811057e7d587313580fba93","don't make sense.",{"_45":7663,"_31":272,"_273":7664,"_163":4589},"0f932453d42013",[],[7666,7668,7670,7672,7674,7676,7678],{"_45":7612,"_31":4592,"_4593":7667},"00:15:40.930",{"_45":7620,"_31":4592,"_4593":7669},"00:15:44.330",{"_45":7628,"_31":4592,"_4593":7671},"00:15:46.050",{"_45":7636,"_31":4592,"_4593":7673},"00:15:49.610",{"_45":7644,"_31":4592,"_4593":7675},"00:15:53.060",{"_45":7652,"_31":4592,"_4593":7677},"00:15:55.510",{"_45":7660,"_31":4592,"_4593":7679},"00:15:58.920",{"_45":7681,"_31":267,"_268":7682,"_276":7731,"_278":279},"358eaf901ede",[7683,7688,7691,7696,7699,7704,7707,7712,7715,7720,7723,7728],{"_45":7684,"_31":272,"_273":7685,"_163":7687},"358eaf901ede0",[7686],"257952530d117a5cf36958ca8f2ed5f9","The thing is, is adding like a one-question,",{"_45":7689,"_31":272,"_273":7690,"_163":1171},"358eaf901ede1",[],{"_45":7692,"_31":272,"_273":7693,"_163":7695},"358eaf901ede2",[7694],"3f973b0800711296b24d5c4ca2361123","maybe a two-question, survey is super, super reasonable, but it",{"_45":7697,"_31":272,"_273":7698,"_163":1171},"358eaf901ede3",[],{"_45":7700,"_31":272,"_273":7701,"_163":7703},"358eaf901ede4",[7702],"8256e98d9d9b7092e529dcfb46f062bd","also gives you an opportunity to not only learn so that you",{"_45":7705,"_31":272,"_273":7706,"_163":1171},"358eaf901ede5",[],{"_45":7708,"_31":272,"_273":7709,"_163":7711},"358eaf901ede6",[7710],"ea6426d8f78f3a95bf2c21267403e3f4","can catalog and hopefully predict some future cancellations or some",{"_45":7713,"_31":272,"_273":7714,"_163":1171},"358eaf901ede7",[],{"_45":7716,"_31":272,"_273":7717,"_163":7719},"358eaf901ede8",[7718],"6f8a6749b4c091e780939aa907f50323","future churn, but it also gives you the ability to do some triage",{"_45":7721,"_31":272,"_273":7722,"_163":1171},"358eaf901ede9",[],{"_45":7724,"_31":272,"_273":7725,"_163":7727},"358eaf901ede10",[7726],"40cba2576fa59d741f8fa7d6a54c13ae","on why that person left.",{"_45":7729,"_31":272,"_273":7730,"_163":4589},"358eaf901ede11",[],[7732,7733,7735,7737,7739,7741],{"_45":7686,"_31":4592,"_4593":7679},{"_45":7694,"_31":4592,"_4593":7734},"00:16:02.230",{"_45":7702,"_31":4592,"_4593":7736},"00:16:05.510",{"_45":7710,"_31":4592,"_4593":7738},"00:16:08.870",{"_45":7718,"_31":4592,"_4593":7740},"00:16:12.230",{"_45":7726,"_31":4592,"_4593":7742},"00:16:15.760",{"_45":7744,"_31":267,"_268":7745,"_276":7808,"_278":279},"ce4879505251",[7746,7751,7754,7759,7762,7767,7770,7775,7778,7783,7789,7792,7797,7800,7805],{"_45":7747,"_31":272,"_273":7748,"_163":7750},"ce48795052510",[7749],"4cb82861309c5dfaee3f5246f675fdd5","So if I ask a question like, \"Hey, of the following reasons, what was the biggest",{"_45":7752,"_31":272,"_273":7753,"_163":1171},"ce48795052511",[],{"_45":7755,"_31":272,"_273":7756,"_163":7758},"ce48795052512",[7757],"f85e5aadae6a612cfe7ff981d15d6e22","reason you're leaving and what's the smallest reason you're leaving?\" And they",{"_45":7760,"_31":272,"_273":7761,"_163":1171},"ce48795052513",[],{"_45":7763,"_31":272,"_273":7764,"_163":7766},"ce48795052514",[7765],"36a5e0a5d43aae0214116d6e1beb22a9","select for the most important reason they're leaving something like, \"Oh, I",{"_45":7768,"_31":272,"_273":7769,"_163":1171},"ce48795052515",[],{"_45":7771,"_31":272,"_273":7772,"_163":7774},"ce48795052516",[7773],"1ba0c220f3bd13d9c39bbeb8274dadc2","just didn't have time to use the product.\" Well, what I want to do is I want to give them a",{"_45":7776,"_31":272,"_273":7777,"_163":1171},"ce48795052517",[],{"_45":7779,"_31":272,"_273":7780,"_163":7782},"ce48795052518",[7781],"df43c7d57801286353076878e506383e","salvage offer.",{"_45":7784,"_31":272,"_273":7785,"_163":7788},"ce48795052519",[7786,7787],"f99bc74b9fd07aa1472ea8171af952fa","ea1cc5243c1efeb280f091b10fa38dde"," I want to say, \"Okay, cool.",{"_45":7790,"_31":272,"_273":7791,"_163":1171},"ce487950525110",[],{"_45":7793,"_31":272,"_273":7794,"_163":7796},"ce487950525111",[7786,7795],"fd1d9c48e013e20bed41f8bbfe374f81","Well, why don't we give you the next month for free,\" in some cases,",{"_45":7798,"_31":272,"_273":7799,"_163":1171},"ce487950525112",[],{"_45":7801,"_31":272,"_273":7802,"_163":7804},"ce487950525113",[7786,7803],"1298ef60d171582c0a6518053cd0c4ba","\"Or for half off next month?\"",{"_45":7806,"_31":272,"_273":7807,"_163":4589},"ce487950525114",[],[7809,7811,7813,7815,7817,7819,7821,7823,7824],{"_45":7749,"_31":4592,"_4593":7810},"00:16:17.350",{"_45":7757,"_31":4592,"_4593":7812},"00:16:20.620",{"_45":7765,"_31":4592,"_4593":7814},"00:16:23.880",{"_45":7773,"_31":4592,"_4593":7816},"00:16:27.380",{"_45":7781,"_31":4592,"_4593":7818},"00:16:35.870",{"_45":7787,"_31":4592,"_4593":7820},"00:16:30.470",{"_45":7795,"_31":4592,"_4593":7822},"00:16:32.500",{"_45":7803,"_31":4592,"_4593":7818},{"_45":7786,"_31":4592,"_4593":7818},{"_45":7826,"_31":267,"_268":7827,"_276":7881,"_278":279},"110e15a1ca08",[7828,7833,7836,7841,7844,7849,7852,7857,7860,7865,7868,7873,7878],{"_45":7829,"_31":272,"_273":7830,"_163":7832},"110e15a1ca080",[7831],"5f363605e2d72e8f98df63255be9ae9e","It's pretty simple, you can do this with some simple modals, \"Hey, here's a free",{"_45":7834,"_31":272,"_273":7835,"_163":1171},"110e15a1ca081",[],{"_45":7837,"_31":272,"_273":7838,"_163":7840},"110e15a1ca082",[7839],"dfdd86678466d5a9697ea6a9d4404525","month.\" Have them continue.",{"_45":7842,"_31":272,"_273":7843,"_163":1171},"110e15a1ca083",[],{"_45":7845,"_31":272,"_273":7846,"_163":7848},"110e15a1ca084",[7847],"2001c491db5744a9ebcfa4009c99a168","You got to be careful because people can abuse these, but that's pretty",{"_45":7850,"_31":272,"_273":7851,"_163":1171},"110e15a1ca085",[],{"_45":7853,"_31":272,"_273":7854,"_163":7856},"110e15a1ca086",[7855],"49e0de957bf037dba08ab1b3d73c1ef7","easy to handle. But it keeps that user around and it",{"_45":7858,"_31":272,"_273":7859,"_163":1171},"110e15a1ca087",[],{"_45":7861,"_31":272,"_273":7862,"_163":7864},"110e15a1ca088",[7863],"76ec36def2d1461c54fd7cd24a0dfaa3","also it helps them basically start to see the value in the product because",{"_45":7866,"_31":272,"_273":7867,"_163":1171},"110e15a1ca089",[],{"_45":7869,"_31":272,"_273":7870,"_163":7872},"110e15a1ca0810",[7871],"fce8ba6fe00de13f145e5c776682c9cf","sometimes that relationship needs a little bit more time to ",{"_45":7874,"_31":272,"_273":7875,"_163":7877},"110e15a1ca0811",[7876],"b720cf854ddac029f703cd3ebea2f8c0","fall into that symbiotic relationship going forward.",{"_45":7879,"_31":272,"_273":7880,"_163":4589},"110e15a1ca0812",[],[7882,7884,7886,7888,7890,7892,7894],{"_45":7831,"_31":4592,"_4593":7883},"00:16:38.720",{"_45":7839,"_31":4592,"_4593":7885},"00:16:41.840",{"_45":7847,"_31":4592,"_4593":7887},"00:16:43.350",{"_45":7855,"_31":4592,"_4593":7889},"00:16:46.760",{"_45":7863,"_31":4592,"_4593":7891},"00:16:50.000",{"_45":7871,"_31":4592,"_4593":7893},"00:16:53.530",{"_45":7876,"_31":4592,"_4593":7895},"00:16:57.090",{"_45":7897,"_31":267,"_268":7898,"_276":7959,"_278":279},"548eef5bc67f",[7899,7904,7909,7914,7919,7924,7929,7934,7939,7944,7949,7954],{"_45":7900,"_31":272,"_273":7901,"_163":7903},"548eef5bc67f0",[7902],"412ce4959cce883267b02633f5757267","Now, some other things that are very similar but actually can protect in certain ",{"_45":7905,"_31":272,"_273":7906,"_163":7908},"548eef5bc67f1",[7907],"3242064f88b2a7d74a2b2ea3f6230524","cases are like maintenance plans. ",{"_45":7910,"_31":272,"_273":7911,"_163":7913},"548eef5bc67f2",[7912],"49c5f145c8e5a16d7ec8cb2ecafe3f64","So this is basically like, \"Hey, we'll store all of your data so that when you come back, it's ",{"_45":7915,"_31":272,"_273":7916,"_163":7918},"548eef5bc67f3",[7917],"d3c8ac91e67c9d8d8efa4be1be11515d","all here and ready to go and you don't have to restart.\" This works with a lot of ",{"_45":7920,"_31":272,"_273":7921,"_163":7923},"548eef5bc67f4",[7922],"a9fd9e036e4d3baf8064450c9df73d62","lock-in type products. ",{"_45":7925,"_31":272,"_273":7926,"_163":7928},"548eef5bc67f5",[7927],"6b25f2efeae1b404e3f7b88fb2fdd344","These products that have something to be locked in. ",{"_45":7930,"_31":272,"_273":7931,"_163":7933},"548eef5bc67f6",[7932],"fbfe4d910f97a1696d1f599346cc25ed","Normally it's less than what you were getting, but ",{"_45":7935,"_31":272,"_273":7936,"_163":7938},"548eef5bc67f7",[7937],"090de954360f74768cc1f4ac32523447","ultimately what it does is it allows you to have that signal and have ",{"_45":7940,"_31":272,"_273":7941,"_163":7943},"548eef5bc67f8",[7942],"edeb3e400177ec0e19a05e93afa751d9","some MRR coming in. ",{"_45":7945,"_31":272,"_273":7946,"_163":7948},"548eef5bc67f9",[7947],"0fb885ed2188086236b2df6d8bf77a13","And then as soon as they come back and start using the product, you can instantly get them back ",{"_45":7950,"_31":272,"_273":7951,"_163":7953},"548eef5bc67f10",[7952],"6a43f3ed338bf822396e81e7d5ca553a","up to that original price point. ",{"_45":7955,"_31":272,"_273":7956,"_163":7958},"548eef5bc67f11",[7957],"ff7e2e0364a17e8e97cdd7db4e2b153d","Pause plans were very, very commonly used. ",[7960,7962,7964,7966,7968,7970,7972,7974,7976,7978,7980,7982],{"_45":7902,"_31":4592,"_4593":7961},"00:16:59.910",{"_45":7907,"_31":4592,"_4593":7963},"00:17:03.380",{"_45":7912,"_31":4592,"_4593":7965},"00:17:05.520",{"_45":7917,"_31":4592,"_4593":7967},"00:17:09.490",{"_45":7922,"_31":4592,"_4593":7969},"00:17:12.820",{"_45":7927,"_31":4592,"_4593":7971},"00:17:14.620",{"_45":7932,"_31":4592,"_4593":7973},"00:17:17.390",{"_45":7937,"_31":4592,"_4593":7975},"00:17:20.610",{"_45":7942,"_31":4592,"_4593":7977},"00:17:23.930",{"_45":7947,"_31":4592,"_4593":7979},"00:17:25.190",{"_45":7952,"_31":4592,"_4593":7981},"00:17:28.660",{"_45":7957,"_31":4592,"_4593":7983},"00:17:30.870",{"_45":7985,"_31":267,"_268":7986,"_276":8059,"_278":279},"06ecc58236ef",[7987,7992,7995,8000,8003,8008,8011,8016,8019,8024,8027,8032,8035,8040,8043,8048,8051,8056],{"_45":7988,"_31":272,"_273":7989,"_163":7991},"06ecc58236ef0",[7990],"5004d26eb39495e5fb83331b22613d10","I recommend these less and less in dev-orientated products because",{"_45":7993,"_31":272,"_273":7994,"_163":1171},"06ecc58236ef1",[],{"_45":7996,"_31":272,"_273":7997,"_163":7999},"06ecc58236ef2",[7998],"f67f1630aed2f8876dd9980b27fc0b40","typically there's actual like either background usage,",{"_45":8001,"_31":272,"_273":8002,"_163":1171},"06ecc58236ef3",[],{"_45":8004,"_31":272,"_273":8005,"_163":8007},"06ecc58236ef4",[8006],"c8542173c8e1120ecd972f6225e6c7cc","meaning it's running some sort of infrastructure or some sort of",{"_45":8009,"_31":272,"_273":8010,"_163":1171},"06ecc58236ef5",[],{"_45":8012,"_31":272,"_273":8013,"_163":8015},"06ecc58236ef6",[8014],"9804aff4f6ea80b15e97f29d5f9471e4","reporting, or there's actual active usage on it.",{"_45":8017,"_31":272,"_273":8018,"_163":1171},"06ecc58236ef7",[],{"_45":8020,"_31":272,"_273":8021,"_163":8023},"06ecc58236ef8",[8022],"503977bf935de27cfee8f3e4a08bc616","And in that case, a maintenance plan makes a lot more sense.",{"_45":8025,"_31":272,"_273":8026,"_163":1171},"06ecc58236ef9",[],{"_45":8028,"_31":272,"_273":8029,"_163":8031},"06ecc58236ef10",[8030],"18576207e0e2627e4ba468f6cd9700bd","But in some cases doing a pause plan, meaning it's a",{"_45":8033,"_31":272,"_273":8034,"_163":1171},"06ecc58236ef11",[],{"_45":8036,"_31":272,"_273":8037,"_163":8039},"06ecc58236ef12",[8038],"170cfae1dbef4a2e2350fc5bf09adc02","bit better than a full key installation.",{"_45":8041,"_31":272,"_273":8042,"_163":1171},"06ecc58236ef13",[],{"_45":8044,"_31":272,"_273":8045,"_163":8047},"06ecc58236ef14",[8046],"cafcd84657507faf629587e68ea6bed1","And as soon as they come back, they're a little different than just a brand new customer and",{"_45":8049,"_31":272,"_273":8050,"_163":1171},"06ecc58236ef15",[],{"_45":8052,"_31":272,"_273":8053,"_163":8055},"06ecc58236ef16",[8054],"4fafa938c84d63051876aa701b8e94a2","you can get them back on to their paid plan.",{"_45":8057,"_31":272,"_273":8058,"_163":4589},"06ecc58236ef17",[],[8060,8062,8064,8066,8068,8070,8072,8074,8076],{"_45":7990,"_31":4592,"_4593":8061},"00:17:33.850",{"_45":7998,"_31":4592,"_4593":8063},"00:17:37.890",{"_45":8006,"_31":4592,"_4593":8065},"00:17:40.920",{"_45":8014,"_31":4592,"_4593":8067},"00:17:44.170",{"_45":8022,"_31":4592,"_4593":8069},"00:17:47.160",{"_45":8030,"_31":4592,"_4593":8071},"00:17:50.290",{"_45":8038,"_31":4592,"_4593":8073},"00:17:53.520",{"_45":8046,"_31":4592,"_4593":8075},"00:17:55.330",{"_45":8054,"_31":4592,"_4593":8077},"00:17:58.850",{"_45":8079,"_31":267,"_268":8080,"_276":8166,"_278":279},"acf0dd6978dc",[8081,8086,8089,8094,8099,8102,8107,8110,8115,8118,8123,8126,8131,8134,8139,8142,8147,8150,8155,8158,8163],{"_45":8082,"_31":272,"_273":8083,"_163":8085},"acf0dd6978dc0",[8084],"f8f4a246e6f4aeaa4dc1bde9f82708c8","Then there's also freemium tiers, highly used",{"_45":8087,"_31":272,"_273":8088,"_163":1171},"acf0dd6978dc1",[],{"_45":8090,"_31":272,"_273":8091,"_163":8093},"acf0dd6978dc2",[8092],"455f10563d626f9a1413c4aaf7741ed3","typically in dev or engineering oriented products. ",{"_45":8095,"_31":272,"_273":8096,"_163":8098},"acf0dd6978dc3",[8097],"14aab0cc5be2e4f1f02c62acf8f6a759","The other thing I always recommend, especially for a group like this, is it's okay to play",{"_45":8100,"_31":272,"_273":8101,"_163":1171},"acf0dd6978dc4",[],{"_45":8103,"_31":272,"_273":8104,"_163":8106},"acf0dd6978dc5",[8105],"a745f1fa4d70bcd72c848b900a06de1e","chicken. I think a lot of folks, they want to play chicken",{"_45":8108,"_31":272,"_273":8109,"_163":1171},"acf0dd6978dc6",[],{"_45":8111,"_31":272,"_273":8112,"_163":8114},"acf0dd6978dc7",[8113],"e66193734f64c42aebbf0a5ca9ff5a60","more so than they should, but there's other folks who are very insecure and are just like,",{"_45":8116,"_31":272,"_273":8117,"_163":1171},"acf0dd6978dc8",[],{"_45":8119,"_31":272,"_273":8120,"_163":8122},"acf0dd6978dc9",[8121],"0dcffa7665de329bffa73dbd6448658e","\"I don't want to lose that money.\" Right?",{"_45":8124,"_31":272,"_273":8125,"_163":1171},"acf0dd6978dc10",[],{"_45":8127,"_31":272,"_273":8128,"_163":8130},"acf0dd6978dc11",[8129],"5a830fae3b60be4a99162bd708fdc005","For a lot of infrastructural products or products that are in",{"_45":8132,"_31":272,"_273":8133,"_163":1171},"acf0dd6978dc12",[],{"_45":8135,"_31":272,"_273":8136,"_163":8138},"acf0dd6978dc13",[8137],"764c37f05f459f34e23632e21cb73306","workflows, it's okay to play chicken because you want 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pay.",{"_45":8616,"_31":272,"_273":8617,"_163":1171},"594c8280a2383",[],{"_45":8619,"_31":272,"_273":8620,"_163":8622},"594c8280a2384",[8621],"172519d35d22d8527b904d53d4e90421","And so your job, at least in my opinion, when you're",{"_45":8624,"_31":272,"_273":8625,"_163":1171},"594c8280a2385",[],{"_45":8627,"_31":272,"_273":8628,"_163":8630},"594c8280a2386",[8629],"97643932fbf77696a09f52dee281e76b","looking at product and you're looking at features and functionality is you first",{"_45":8632,"_31":272,"_273":8633,"_163":1171},"594c8280a2387",[],{"_45":8635,"_31":272,"_273":8636,"_163":8638},"594c8280a2388",[8637],"4a8ff6452cc915bd97428049b7d5df1d","want to understand from that segment or that customer's perspective",{"_45":8640,"_31":272,"_273":8641,"_163":1171},"594c8280a2389",[],{"_45":8643,"_31":272,"_273":8644,"_163":8646},"594c8280a23810",[8645],"8734dbc36937ebcae9a9ae37fc860a19","what is the relative value of the features.",[8648,8650,8652,8654,8656,8658],{"_45":8605,"_31":4592,"_4593":8649},"00:20:33.090",{"_45":8613,"_31":4592,"_4593":8651},"00:20:36.580",{"_45":8621,"_31":4592,"_4593":8653},"00:20:39.760",{"_45":8629,"_31":4592,"_4593":8655},"00:20:42.920",{"_45":8637,"_31":4592,"_4593":8657},"00:20:46.300",{"_45":8645,"_31":4592,"_4593":8659},"00:20:49.950",{"_45":8661,"_31":267,"_268":8662,"_276":8748,"_278":279},"24274ec04c0e",[8663,8669,8672,8677,8680,8685,8689,8692,8697,8700,8705,8708,8713,8716,8721,8724,8729,8732,8737,8740,8745],{"_45":8664,"_31":272,"_273":8665,"_163":8668},"24274ec04c0e0",[8666,8667],"6ee1d2a592df8c6955f28599b2778167","b2487605cb97d5b1f7c99e69d5750644","So if I'm talking about a cup of coffee, I want to understand",{"_45":8670,"_31":272,"_273":8671,"_163":1171},"24274ec04c0e1",[],{"_45":8673,"_31":272,"_273":8674,"_163":8676},"24274ec04c0e2",[8666,8675],"14904c532ff44cecc68bea856a5d0f1f","out of taste, country of origin, temperature, these types of things, what",{"_45":8678,"_31":272,"_273":8679,"_163":1171},"24274ec04c0e3",[],{"_45":8681,"_31":272,"_273":8682,"_163":8684},"24274ec04c0e4",[8666,8683],"53a225c4161b0b2ef9dcabaef57a0cc1","is the most valued feature in that list. ",{"_45":8686,"_31":272,"_273":8687,"_163":8688},"24274ec04c0e5",[8666],"What's the least valued feature in that list.",{"_45":8690,"_31":272,"_273":8691,"_163":1171},"24274ec04c0e6",[],{"_45":8693,"_31":272,"_273":8694,"_163":8696},"24274ec04c0e7",[8695],"ea311342597b50692adf801826107d45","And if I ask a group, or my target customer group, or a sample of a",{"_45":8698,"_31":272,"_273":8699,"_163":1171},"24274ec04c0e8",[],{"_45":8701,"_31":272,"_273":8702,"_163":8704},"24274ec04c0e9",[8703],"c4ddd67529d3d1663672f226c19e7a97","group, those questions, I might find out things like",{"_45":8706,"_31":272,"_273":8707,"_163":1171},"24274ec04c0e10",[],{"_45":8709,"_31":272,"_273":8710,"_163":8712},"24274ec04c0e11",[8711],"379f283197d74db51c06e8257709e315","taste is the most important feature in that group.",{"_45":8714,"_31":272,"_273":8715,"_163":1171},"24274ec04c0e12",[],{"_45":8717,"_31":272,"_273":8718,"_163":8720},"24274ec04c0e13",[8719],"364668daec61cbd9f3055f040e5bcea3","It doesn't mean everyone cares about tastes as their number one, but in that group, it comes",{"_45":8722,"_31":272,"_273":8723,"_163":1171},"24274ec04c0e14",[],{"_45":8725,"_31":272,"_273":8726,"_163":8728},"24274ec04c0e15",[8727],"efd3e4fa30a0f7d85e9faf3e408f8ee9","out as number one. And then things like country of origin are on the low",{"_45":8730,"_31":272,"_273":8731,"_163":1171},"24274ec04c0e16",[],{"_45":8733,"_31":272,"_273":8734,"_163":8736},"24274ec04c0e17",[8735],"5000df884fe0d30bc15faf0802631230","end. There are people who care about country of origin as their number one, there's just not a lot",{"_45":8738,"_31":272,"_273":8739,"_163":1171},"24274ec04c0e18",[],{"_45":8741,"_31":272,"_273":8742,"_163":8744},"24274ec04c0e19",[8743],"e7cffe99cd9437d1fa0efd6e7fe85407","of them, right?",{"_45":8746,"_31":272,"_273":8747,"_163":4589},"24274ec04c0e20",[],[8749,8751,8753,8755,8757,8759,8761,8763,8765,8767,8769],{"_45":8667,"_31":4592,"_4593":8750},"00:20:52.350",{"_45":8675,"_31":4592,"_4593":8752},"00:20:56.210",{"_45":8683,"_31":4592,"_4593":8754},"00:20:59.630",{"_45":8666,"_31":4592,"_4593":8756},"00:21:01.390",{"_45":8695,"_31":4592,"_4593":8758},"00:21:03.260",{"_45":8703,"_31":4592,"_4593":8760},"00:21:06.540",{"_45":8711,"_31":4592,"_4593":8762},"00:21:10.090",{"_45":8719,"_31":4592,"_4593":8764},"00:21:13.010",{"_45":8727,"_31":4592,"_4593":8766},"00:21:16.740",{"_45":8735,"_31":4592,"_4593":8768},"00:21:20.150",{"_45":8743,"_31":4592,"_4593":8770},"00:21:23.650",{"_45":8772,"_31":267,"_268":8773,"_276":8846,"_278":279},"2c27d21db52f",[8774,8779,8782,8787,8790,8795,8798,8803,8806,8811,8814,8819,8822,8827,8830,8835,8838,8843],{"_45":8775,"_31":272,"_273":8776,"_163":8778},"2c27d21db52f0",[8777],"eabb9acb43f94b46495e0867251e67d2","I then want to basically overlay willingness to",{"_45":8780,"_31":272,"_273":8781,"_163":1171},"2c27d21db52f1",[],{"_45":8783,"_31":272,"_273":8784,"_163":8786},"2c27d21db52f2",[8785],"ed0e86a40b3ba8502ed4698ad70c12a4","pay information, where I want to ask them about that cup of coffee.",{"_45":8788,"_31":272,"_273":8789,"_163":1171},"2c27d21db52f3",[],{"_45":8791,"_31":272,"_273":8792,"_163":8794},"2c27d21db52f4",[8793],"f0149b7335e114fa9699c1927591c6f4","What point is this way too expensive?",{"_45":8796,"_31":272,"_273":8797,"_163":1171},"2c27d21db52f5",[],{"_45":8799,"_31":272,"_273":8800,"_163":8802},"2c27d21db52f6",[8801],"2dc3a8a1625af4888fd1e7be4ce8b974","What point is this a good deal?",{"_45":8804,"_31":272,"_273":8805,"_163":1171},"2c27d21db52f7",[],{"_45":8807,"_31":272,"_273":8808,"_163":8810},"2c27d21db52f8",[8809],"9d46ea3698f98b780468c7fb762341af","And then basically you in that composite data, what I want to do is I",{"_45":8812,"_31":272,"_273":8813,"_163":1171},"2c27d21db52f9",[],{"_45":8815,"_31":272,"_273":8816,"_163":8818},"2c27d21db52f10",[8817],"81f27b1355e9f4dfaa8b23e5b19217c9","basically want to get a baseline.",{"_45":8820,"_31":272,"_273":8821,"_163":1171},"2c27d21db52f11",[],{"_45":8823,"_31":272,"_273":8824,"_163":8826},"2c27d21db52f12",[8825],"e3099e0e4087fd4ad1ac56763275a3a6","Okay, the entire group, this is where their willingness to pay is.",{"_45":8828,"_31":272,"_273":8829,"_163":1171},"2c27d21db52f13",[],{"_45":8831,"_31":272,"_273":8832,"_163":8834},"2c27d21db52f14",[8833],"8be2709675285d39a996fcae5c00e08a","And then those people who cared about a particular feature, this is their",{"_45":8836,"_31":272,"_273":8837,"_163":1171},"2c27d21db52f15",[],{"_45":8839,"_31":272,"_273":8840,"_163":8842},"2c27d21db52f16",[8841],"5167ec33c6b47aa246f489feddfdfabb","willingness to pay relative to others.",{"_45":8844,"_31":272,"_273":8845,"_163":4589},"2c27d21db52f17",[],[8847,8848,8850,8852,8854,8856,8858,8860,8862],{"_45":8777,"_31":4592,"_4593":8770},{"_45":8785,"_31":4592,"_4593":8849},"00:21:27.140",{"_45":8793,"_31":4592,"_4593":8851},"00:21:30.340",{"_45":8801,"_31":4592,"_4593":8853},"00:21:32.050",{"_45":8809,"_31":4592,"_4593":8855},"00:21:33.690",{"_45":8817,"_31":4592,"_4593":8857},"00:21:36.860",{"_45":8825,"_31":4592,"_4593":8859},"00:21:38.250",{"_45":8833,"_31":4592,"_4593":8861},"00:21:41.310",{"_45":8841,"_31":4592,"_4593":8863},"00:21:44.590",{"_45":8865,"_31":267,"_268":8866,"_276":8920,"_278":279},"a827bba13642",[8867,8872,8875,8880,8883,8888,8891,8896,8899,8904,8907,8912,8915],{"_45":8868,"_31":272,"_273":8869,"_163":8871},"a827bba136420",[8870],"0350df414d2b3bb15211fd01ef244838","So I might find out those who care about taste, their willingness to",{"_45":8873,"_31":272,"_273":8874,"_163":1171},"a827bba136421",[],{"_45":8876,"_31":272,"_273":8877,"_163":8879},"a827bba136422",[8878],"f3210ec640b0b13d4c049909eea20421","pay is about 15% more.",{"_45":8881,"_31":272,"_273":8882,"_163":1171},"a827bba136423",[],{"_45":8884,"_31":272,"_273":8885,"_163":8887},"a827bba136424",[8886],"aaf873669a3b02ca40635a5c76975e3f","Those who care about country of origin as their number one, they're willing to pay about 20%",{"_45":8889,"_31":272,"_273":8890,"_163":1171},"a827bba136425",[],{"_45":8892,"_31":272,"_273":8893,"_163":8895},"a827bba136426",[8894],"6c66133190ae169f35022e859cb41a1b","more. And where this becomes powerful even if",{"_45":8897,"_31":272,"_273":8898,"_163":1171},"a827bba136427",[],{"_45":8900,"_31":272,"_273":8901,"_163":8903},"a827bba136428",[8902],"46ef4e6e105863f986f89e78494be8d1","you don't collect the data, even if you just do a thought exercise is this",{"_45":8905,"_31":272,"_273":8906,"_163":1171},"a827bba136429",[],{"_45":8908,"_31":272,"_273":8909,"_163":8911},"a827bba1364210",[8910],"c028ed6a1a88592ee83c7071a3320b95","gives us a bit of a framework for measuring relative value of features or",{"_45":8913,"_31":272,"_273":8914,"_163":1171},"a827bba1364211",[],{"_45":8916,"_31":272,"_273":8917,"_163":8919},"a827bba1364212",[8918],"bb8ffab8e5d03ab410f93501bb7ee607","functionality.",[8921,8923,8925,8927,8929,8931,8933],{"_45":8870,"_31":4592,"_4593":8922},"00:21:47.000",{"_45":8878,"_31":4592,"_4593":8924},"00:21:50.410",{"_45":8886,"_31":4592,"_4593":8926},"00:21:52.560",{"_45":8894,"_31":4592,"_4593":8928},"00:21:55.980",{"_45":8902,"_31":4592,"_4593":8930},"00:21:59.570",{"_45":8910,"_31":4592,"_4593":8932},"00:22:03.170",{"_45":8918,"_31":4592,"_4593":8934},"00:22:06.610",{"_45":8936,"_31":267,"_268":8937,"_276":8942,"_278":327},"cf898f946315",[8938],{"_45":8939,"_31":272,"_273":8940,"_163":8941},"cf898f9463150",[],"The Framework for Measuring Value",[],{"_45":8944,"_31":267,"_268":8945,"_276":9007,"_278":279},"9a7c3b159858",[8946,8951,8954,8959,8962,8967,8970,8975,8978,8983,8986,8991,8996,8999,9004],{"_45":8947,"_31":272,"_273":8948,"_163":8950},"9a7c3b1598580",[8949],"ec5d50f47d9aed025a8704c890baa67d","So if I find an aspect of my product that is high value where I presume it's high",{"_45":8952,"_31":272,"_273":8953,"_163":1171},"9a7c3b1598581",[],{"_45":8955,"_31":272,"_273":8956,"_163":8958},"9a7c3b1598582",[8957],"84b0dcc481c80e973eb3fa59c1008638","value relative to the other feature and the people",{"_45":8960,"_31":272,"_273":8961,"_163":1171},"9a7c3b1598583",[],{"_45":8963,"_31":272,"_273":8964,"_163":8966},"9a7c3b1598584",[8965],"af61183b446e0d513015d90681a2b9b6","who care about it as their number one are willing to pay more, that's a",{"_45":8968,"_31":272,"_273":8969,"_163":1171},"9a7c3b1598585",[],{"_45":8971,"_31":272,"_273":8972,"_163":8974},"9a7c3b1598586",[8973],"fe75447fb4e6af8e2adbc9d6c3f63eb3","differentiable feature.",{"_45":8976,"_31":272,"_273":8977,"_163":1171},"9a7c3b1598587",[],{"_45":8979,"_31":272,"_273":8980,"_163":8982},"9a7c3b1598588",[8981],"8e337839a63ae5ed722f623a6d8706f7","Something low value relative to the other features, but the people who care about it as their",{"_45":8984,"_31":272,"_273":8985,"_163":1171},"9a7c3b1598589",[],{"_45":8987,"_31":272,"_273":8988,"_163":8990},"9a7c3b15985810",[8989],"cf075813d054fddc7bbe83da26cb04de","number one are willing to pay more is an add-on. ",{"_45":8992,"_31":272,"_273":8993,"_163":8995},"9a7c3b15985811",[8994],"b2f9f18b6b03b820193ebb7a9cb2d243","Something high value, but low willingness to pay is a core feature, and then",{"_45":8997,"_31":272,"_273":8998,"_163":1171},"9a7c3b15985812",[],{"_45":9000,"_31":272,"_273":9001,"_163":9003},"9a7c3b15985813",[9002],"a1b775b3c31824270d80f5de912e553f","commoditized features, which we all tend to have to build at some point.",{"_45":9005,"_31":272,"_273":9006,"_163":4589},"9a7c3b15985814",[],[9008,9010,9012,9014,9016,9018,9020,9022],{"_45":8949,"_31":4592,"_4593":9009},"00:22:08.310",{"_45":8957,"_31":4592,"_4593":9011},"00:22:11.750",{"_45":8965,"_31":4592,"_4593":9013},"00:22:15.240",{"_45":8973,"_31":4592,"_4593":9015},"00:22:18.370",{"_45":8981,"_31":4592,"_4593":9017},"00:22:20.320",{"_45":8989,"_31":4592,"_4593":9019},"00:22:23.770",{"_45":8994,"_31":4592,"_4593":9021},"00:22:26.930",{"_45":9002,"_31":4592,"_4593":9023},"00:22:30.330",{"_45":9025,"_31":267,"_268":9026,"_276":9088,"_278":279},"7c43d7e2adc4",[9027,9032,9037,9042,9047,9052,9057,9062,9067,9072,9075,9080,9083],{"_45":9028,"_31":272,"_273":9029,"_163":9031},"7c43d7e2adc40",[9030],"7ea672a56ea7c7b68dc288558b3cabb8","What's interesting is we went out to a bunch of product leaders and we made sure ",{"_45":9033,"_31":272,"_273":9034,"_163":9036},"7c43d7e2adc41",[9035],"4f2ecdb33e816972da2165497cba0fc6","they understood this grid and then we asked them, \"Out of your last end ",{"_45":9038,"_31":272,"_273":9039,"_163":9041},"7c43d7e2adc42",[9040],"ca99cc23a4f5595f1b3cb977753f4fa0","features, where do you think they fall?\" And this is basically what they ",{"_45":9043,"_31":272,"_273":9044,"_163":9046},"7c43d7e2adc43",[9045],"ff0f898b354fb8aa90d971fa791b47dc","said for just under 5,000 features. ",{"_45":9048,"_31":272,"_273":9049,"_163":9051},"7c43d7e2adc44",[9050],"16e0318b775cf57151411a9b58a83dbb","We then went out to about one million or so of actual ",{"_45":9053,"_31":272,"_273":9054,"_163":9056},"7c43d7e2adc45",[9055],"77f913743794d49dd96b321e5bd2ad07","customers of these products, it was a composite study, and using ",{"_45":9058,"_31":272,"_273":9059,"_163":9061},"7c43d7e2adc46",[9060],"6e52b0cb4d800858f8021b50bd1ec056","our Price Intelligently software, we basically found out this is where ",{"_45":9063,"_31":272,"_273":9064,"_163":9066},"7c43d7e2adc47",[9065],"b1354b86953c29d22ef83b000984e526","actual value was. 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right?",{"_45":9265,"_31":272,"_273":9266,"_163":1171},"c77cc9990fbc9",[],{"_45":9268,"_31":272,"_273":9269,"_163":9271},"c77cc9990fbc10",[9270],"3a214a2e5e0c5bd8e6230ef264b4a66c","Through cross-sells, up-sells add-ons and then the value metric, which is",{"_45":9273,"_31":272,"_273":9274,"_163":1171},"c77cc9990fbc11",[],{"_45":9276,"_31":272,"_273":9277,"_163":9279},"c77cc9990fbc12",[9278],"dcaddfd7c908fe362a1042932fe7190f","one of my favorite topics to talk about.",{"_45":9281,"_31":272,"_273":9282,"_163":1171},"c77cc9990fbc13",[],{"_45":9284,"_31":272,"_273":9285,"_163":9287},"c77cc9990fbc14",[9286],"05e15a80825a6714481bd1a4943decf3","And the basic idea here is that, again, you have that existing customer, it's",{"_45":9289,"_31":272,"_273":9290,"_163":1171},"c77cc9990fbc15",[],{"_45":9292,"_31":272,"_273":9293,"_163":9295},"c77cc9990fbc16",[9294],"6335dd699a12132e66b0b466919b9600","not only easy to keep them, easier to keep them then to get a new customer, it's also easier to get them to pay you more.",[9297,9298,9300,9302,9304,9306,9308,9310,9312],{"_45":9230,"_31":4592,"_4593":9223},{"_45":9238,"_31":4592,"_4593":9299},"00:23:39.140",{"_45":9246,"_31":4592,"_4593":9301},"00:23:42.010",{"_45":9254,"_31":4592,"_4593":9303},"00:23:45.030",{"_45":9262,"_31":4592,"_4593":9305},"00:23:48.780",{"_45":9270,"_31":4592,"_4593":9307},"00:23:52.240",{"_45":9278,"_31":4592,"_4593":9309},"00:23:55.710",{"_45":9286,"_31":4592,"_4593":9311},"00:23:58.420",{"_45":9294,"_31":4592,"_4593":9313},"00:24:01.840",{"_45":9315,"_31":267,"_268":9316,"_276":9321,"_278":327},"05fc5009cbc2",[9317],{"_45":9318,"_31":272,"_273":9319,"_163":9320},"05fc5009cbc20",[],"Using the Power of your Advocates",[],{"_45":9323,"_31":267,"_268":9324,"_276":9421,"_278":279},"849dc75dd486",[9325,9330,9333,9338,9341,9346,9349,9354,9357,9362,9365,9370,9373,9378,9381,9386,9389,9394,9397,9402,9405,9410,9413,9418],{"_45":9326,"_31":272,"_273":9327,"_163":9329},"849dc75dd4860",[9328],"46a6bb5dcd107bc0935c8db3a5af96f7","And we should be taking advantage of",{"_45":9331,"_31":272,"_273":9332,"_163":1171},"849dc75dd4861",[],{"_45":9334,"_31":272,"_273":9335,"_163":9337},"849dc75dd4862",[9336],"cde733a53ca3ef776d92437df9cdfce9","these advocates. To give you a little bit of benchmark here, the",{"_45":9339,"_31":272,"_273":9340,"_163":1171},"849dc75dd4863",[],{"_45":9342,"_31":272,"_273":9343,"_163":9345},"849dc75dd4864",[9344],"5f3740cc42fdef5add5931d829019da4","best recurring revenue businesses out there, they have 20% or more",{"_45":9347,"_31":272,"_273":9348,"_163":1171},"849dc75dd4865",[],{"_45":9350,"_31":272,"_273":9351,"_163":9353},"849dc75dd4866",[9352],"748a18d44ff50183ebfa56379c531a55","of their new revenue each month coming from their existing customer base.",{"_45":9355,"_31":272,"_273":9356,"_163":1171},"849dc75dd4867",[],{"_45":9358,"_31":272,"_273":9359,"_163":9361},"849dc75dd4868",[9360],"0fcacdfa09bd25b5035821c8f7059aed","But most of us we have about less than 10% or it's very, very",{"_45":9363,"_31":272,"_273":9364,"_163":1171},"849dc75dd4869",[],{"_45":9366,"_31":272,"_273":9367,"_163":9369},"849dc75dd48610",[9368],"07e3e8b27f26363b4656e6edccbb7449","anemic because we don't really focus on this part.",{"_45":9371,"_31":272,"_273":9372,"_163":1171},"849dc75dd48611",[],{"_45":9374,"_31":272,"_273":9375,"_163":9377},"849dc75dd48612",[9376],"d79257467d08983169465015a164f457","A couple of pieces to go deep into here,",{"_45":9379,"_31":272,"_273":9380,"_163":1171},"849dc75dd48613",[],{"_45":9382,"_31":272,"_273":9383,"_163":9385},"849dc75dd48614",[9384],"91dae9444382674a5e4db6b0d968dfc0","cross-sells and up-sells.",{"_45":9387,"_31":272,"_273":9388,"_163":1171},"849dc75dd48615",[],{"_45":9390,"_31":272,"_273":9391,"_163":9393},"849dc75dd48616",[9392],"0e6e8a4b7c6a28c7fa7ada69ba71e711","These are typically other products that you can sell someone or getting them to",{"_45":9395,"_31":272,"_273":9396,"_163":1171},"849dc75dd48617",[],{"_45":9398,"_31":272,"_273":9399,"_163":9401},"849dc75dd48618",[9400],"01700b80986b289d6060be265714db93","upgrade to a more premium version of your product.",{"_45":9403,"_31":272,"_273":9404,"_163":1171},"849dc75dd48619",[],{"_45":9406,"_31":272,"_273":9407,"_163":9409},"849dc75dd48620",[9408],"ee14b1422c4243fce174efdd0f6fef6c","There's a lot written on upgrades and we can get",{"_45":9411,"_31":272,"_273":9412,"_163":1171},"849dc75dd48621",[],{"_45":9414,"_31":272,"_273":9415,"_163":9417},"849dc75dd48622",[9416],"8065a224a587aec195b6217e3a9377b1","into that in the Q&A.",{"_45":9419,"_31":272,"_273":9420,"_163":4589},"849dc75dd48623",[],[9422,9424,9426,9428,9430,9432,9434,9436,9438,9440,9442,9444],{"_45":9328,"_31":4592,"_4593":9423},"00:24:05.340",{"_45":9336,"_31":4592,"_4593":9425},"00:24:08.690",{"_45":9344,"_31":4592,"_4593":9427},"00:24:12.020",{"_45":9352,"_31":4592,"_4593":9429},"00:24:15.490",{"_45":9360,"_31":4592,"_4593":9431},"00:24:19.430",{"_45":9368,"_31":4592,"_4593":9433},"00:24:22.540",{"_45":9376,"_31":4592,"_4593":9435},"00:24:25.370",{"_45":9384,"_31":4592,"_4593":9437},"00:24:28.400",{"_45":9392,"_31":4592,"_4593":9439},"00:24:29.690",{"_45":9400,"_31":4592,"_4593":9441},"00:24:33.230",{"_45":9408,"_31":4592,"_4593":9443},"00:24:36.510",{"_45":9416,"_31":4592,"_4593":9445},"00:24:39.850",{"_45":9447,"_31":267,"_268":9448,"_276":9509,"_278":279},"08243e40e556",[9449,9454,9457,9462,9467,9472,9475,9480,9485,9488,9493,9496,9501,9504],{"_45":9450,"_31":272,"_273":9451,"_163":9453},"08243e40e5560",[9452],"2f50341223cd7621576859354f88d203","The one thing I want to point out a lot of future growth is",{"_45":9455,"_31":272,"_273":9456,"_163":1171},"08243e40e5561",[],{"_45":9458,"_31":272,"_273":9459,"_163":9461},"08243e40e5562",[9460],"6a1bafd3ae220ca2c9b0308b967517d7","coming from multi-product companies. ",{"_45":9463,"_31":272,"_273":9464,"_163":9466},"08243e40e5563",[9465],"f11bde42a966c31f3816484d91c8d5d9","In the first wave, t",{"_45":9468,"_31":272,"_273":9469,"_163":9471},"08243e40e5564",[9470],"0ac5ca7d46a1873b10f0f0228794d888","here were a lot of companies that waited till 100 million+ to be multi-product.",{"_45":9473,"_31":272,"_273":9474,"_163":1171},"08243e40e5565",[],{"_45":9476,"_31":272,"_273":9477,"_163":9479},"08243e40e5566",[9478],"9ccfaede056960f25e73825706cfed11","And we're seeing the second wave, a lot of people ",{"_45":9481,"_31":272,"_273":9482,"_163":9484},"08243e40e5567",[9483],"20582f785ad89a6b25488113d5fc24b8","waiting. They're not waiting that long and getting into",{"_45":9486,"_31":272,"_273":9487,"_163":1171},"08243e40e5568",[],{"_45":9489,"_31":272,"_273":9490,"_163":9492},"08243e40e5569",[9491],"9ee096efee0a29a9583be2449ee45e6c","multi-product very, very quickly because the basic idea is you",{"_45":9494,"_31":272,"_273":9495,"_163":1171},"08243e40e55610",[],{"_45":9497,"_31":272,"_273":9498,"_163":9500},"08243e40e55611",[9499],"ff52aee13571db84bda97d4c5684d13b","get really good at building and building becomes",{"_45":9502,"_31":272,"_273":9503,"_163":1171},"08243e40e55612",[],{"_45":9505,"_31":272,"_273":9506,"_163":9508},"08243e40e55613",[9507],"ac07b8b2a8714a87939d2c02385743a7","not the easiest thing in the world, but easier than distribution.",[9510,9512,9514,9516,9518,9520,9522,9524,9526],{"_45":9452,"_31":4592,"_4593":9511},"00:24:41.540",{"_45":9460,"_31":4592,"_4593":9513},"00:24:44.970",{"_45":9465,"_31":4592,"_4593":9515},"00:24:47.460",{"_45":9470,"_31":4592,"_4593":9517},"00:24:49.300",{"_45":9478,"_31":4592,"_4593":9519},"00:24:53.020",{"_45":9483,"_31":4592,"_4593":9521},"00:24:56.480",{"_45":9491,"_31":4592,"_4593":9523},"00:24:59.620",{"_45":9499,"_31":4592,"_4593":9525},"00:25:03.030",{"_45":9507,"_31":4592,"_4593":9527},"00:25:06.420",{"_45":9529,"_31":267,"_268":9530,"_276":9579,"_278":279},"b7330ddc2ffa",[9531,9536,9541,9546,9551,9556,9561,9566,9571,9576],{"_45":9532,"_31":272,"_273":9533,"_163":9535},"b7330ddc2ffa0",[9534],"ba8b63c8c97310c6cf0f147a03dc1f34","And therefore you already have this base to distribute to. ",{"_45":9537,"_31":272,"_273":9538,"_163":9540},"b7330ddc2ffa1",[9539],"4604f0a80b60f9cc0882b2cb64755e9f","To give you some benchmarks here, multi-product companies typically have ",{"_45":9542,"_31":272,"_273":9543,"_163":9545},"b7330ddc2ffa2",[9544],"ba31fb58924f693d301dbcda89c5ee63","30 to 50% higher growth rates than those who are just single ",{"_45":9547,"_31":272,"_273":9548,"_163":9550},"b7330ddc2ffa3",[9549],"68eb9100b7969c804f032a2becb2e85c","product. 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bit",{"_45":9606,"_31":272,"_273":9607,"_163":1171},"081ed4715aa71",[],{"_45":9609,"_31":272,"_273":9610,"_163":9612},"081ed4715aa72",[9611],"d85656ccb7d34f06097e2053284db9e5","smaller, if you're in the one to 10 million range,",{"_45":9614,"_31":272,"_273":9615,"_163":1171},"081ed4715aa73",[],{"_45":9617,"_31":272,"_273":9618,"_163":9620},"081ed4715aa74",[9619],"9c01252a56bd9ee0d647d93a90c63ce0","you should probably stay single product.",{"_45":9622,"_31":272,"_273":9623,"_163":1171},"081ed4715aa75",[],{"_45":9625,"_31":272,"_273":9626,"_163":9628},"081ed4715aa76",[9627],"74727dd4e691506763c2489feca09155","Typically, we see growth rates of single product from 1 to 10",{"_45":9630,"_31":272,"_273":9631,"_163":1171},"081ed4715aa77",[],{"_45":9633,"_31":272,"_273":9634,"_163":9636},"081ed4715aa78",[9635],"6324c7756b79c982ef467b75d0f3aac4","much, much higher than 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the easiest things to implement",{"_45":9670,"_31":272,"_273":9671,"_163":1171},"081ed4715aa717",[],{"_45":9673,"_31":272,"_273":9674,"_163":9676},"081ed4715aa718",[9675],"befd35393608067aba10ca507c2a596c","today, regardless of your size, is a better add-on strategy.",[9678,9679,9681,9683,9685,9687,9689,9691,9693,9695],{"_45":9603,"_31":4592,"_4593":9596},{"_45":9611,"_31":4592,"_4593":9680},"00:25:36.820",{"_45":9619,"_31":4592,"_4593":9682},"00:25:40.790",{"_45":9627,"_31":4592,"_4593":9684},"00:25:42.940",{"_45":9635,"_31":4592,"_4593":9686},"00:25:45.980",{"_45":9643,"_31":4592,"_4593":9688},"00:25:48.670",{"_45":9651,"_31":4592,"_4593":9690},"00:25:52.180",{"_45":9659,"_31":4592,"_4593":9692},"00:25:56.680",{"_45":9667,"_31":4592,"_4593":9694},"00:25:59.490",{"_45":9675,"_31":4592,"_4593":9696},"00:26:03.520",{"_45":9698,"_31":267,"_268":9699,"_276":9703,"_278":279},"7c1bdfb58dfc",[9700],{"_45":9701,"_31":272,"_273":9702,"_163":837},"7c1bdfb58dfc0",[],[],{"_45":9705,"_31":267,"_268":9706,"_276":9711,"_278":327},"7f5f2742dfe2",[9707],{"_45":9708,"_31":272,"_273":9709,"_163":9710},"7f5f2742dfe20",[],"SaaS Companies & 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is that those customers who have at least one",{"_45":9745,"_31":272,"_273":9746,"_163":1171},"154112cdbc367",[],{"_45":9748,"_31":272,"_273":9749,"_163":9751},"154112cdbc368",[9750],"17825a20d15d563968c329d5fa72cdc5","add-on typically have about 20 to 50% higher lifetime",{"_45":9753,"_31":272,"_273":9754,"_163":1171},"154112cdbc369",[],{"_45":9756,"_31":272,"_273":9757,"_163":9759},"154112cdbc3610",[9758],"14950e584dba956a5e3b4b2ba00b7d3b","value than those who don't.",{"_45":9761,"_31":272,"_273":9762,"_163":1171},"154112cdbc3611",[],{"_45":9764,"_31":272,"_273":9765,"_163":9767},"154112cdbc3612",[9766],"faab0490f5f88b439a597c8a220bf593","And this comes from two places.",{"_45":9769,"_31":272,"_273":9770,"_163":1171},"154112cdbc3613",[],{"_45":9772,"_31":272,"_273":9773,"_163":9775},"154112cdbc3614",[9774],"a043f5c5cd265d411e675289ed75ee8d","One, the most obvious, is they're obviously paying you more for an",{"_45":9777,"_31":272,"_273":9778,"_163":1171},"154112cdbc3615",[],{"_45":9780,"_31":272,"_273":9781,"_163":9783},"154112cdbc3616",[9782],"ce7a33e25dba90cf361901488a07c6bd","add-on, but in addition to that, their retention or their",{"_45":9785,"_31":272,"_273":9786,"_163":1171},"154112cdbc3617",[],{"_45":9788,"_31":272,"_273":9789,"_163":9791},"154112cdbc3618",[9790],"c37396ee9fdf92608d65b0a681604e9c","churn rates tend to be much, much lower, which is",{"_45":9793,"_31":272,"_273":9794,"_163":1171},"154112cdbc3619",[],{"_45":9796,"_31":272,"_273":9797,"_163":9799},"154112cdbc3620",[9798],"52334fd9fd8f3c9fbd3a8f1aac1d3be7","great, and normally this comes from they're more",{"_45":9801,"_31":272,"_273":9802,"_163":1171},"154112cdbc3621",[],{"_45":9804,"_31":272,"_273":9805,"_163":9807},"154112cdbc3622",[9806],"9990b216649a51e54404e880a6d21d6e","entrenched or entrenched with your product or with the ecosystem that you're",{"_45":9809,"_31":272,"_273":9810,"_163":1171},"154112cdbc3623",[],{"_45":9812,"_31":272,"_273":9813,"_163":9815},"154112cdbc3624",[9814],"862164a5fcf5cf87e64c9b25477d4a0c","building.",{"_45":9817,"_31":272,"_273":9818,"_163":4589},"154112cdbc3625",[],[9820,9822,9824,9826,9828,9830,9832,9834,9836,9838,9840,9842,9844],{"_45":9718,"_31":4592,"_4593":9821},"00:26:07.710",{"_45":9726,"_31":4592,"_4593":9823},"00:26:11.090",{"_45":9734,"_31":4592,"_4593":9825},"00:26:13.160",{"_45":9742,"_31":4592,"_4593":9827},"00:26:15.240",{"_45":9750,"_31":4592,"_4593":9829},"00:26:18.420",{"_45":9758,"_31":4592,"_4593":9831},"00:26:21.650",{"_45":9766,"_31":4592,"_4593":9833},"00:26:24.270",{"_45":9774,"_31":4592,"_4593":9835},"00:26:26.260",{"_45":9782,"_31":4592,"_4593":9837},"00:26:29.470",{"_45":9790,"_31":4592,"_4593":9839},"00:26:32.770",{"_45":9798,"_31":4592,"_4593":9841},"00:26:36.170",{"_45":9806,"_31":4592,"_4593":9843},"00:26:39.400",{"_45":9814,"_31":4592,"_4593":9845},"00:26:42.840",{"_45":9847,"_31":267,"_268":9848,"_276":9926,"_278":279},"9f71f6654472",[9849,9854,9857,9862,9865,9870,9873,9878,9881,9886,9889,9894,9897,9902,9905,9910,9913,9918,9921],{"_45":9850,"_31":272,"_273":9851,"_163":9853},"9f71f66544720",[9852],"ee30b56da651f147db72b162d75445ba","Now, what should you use?",{"_45":9855,"_31":272,"_273":9856,"_163":1171},"9f71f66544721",[],{"_45":9858,"_31":272,"_273":9859,"_163":9861},"9f71f66544722",[9860],"89253cc208a74c4d0c6795a7117168ce","You can use this framework that we talked about, things like priority",{"_45":9863,"_31":272,"_273":9864,"_163":1171},"9f71f66544723",[],{"_45":9866,"_31":272,"_273":9867,"_163":9869},"9f71f66544724",[9868],"019ff7ebe7b3a962af5896228febca18","support, things like analytics and certain places, these things that",{"_45":9871,"_31":272,"_273":9872,"_163":1171},"9f71f66544725",[],{"_45":9874,"_31":272,"_273":9875,"_163":9877},"9f71f66544726",[9876],"672960a2522ac9a7ef456bbb822802a3","not everyone really wants or finds valuable, but the people who do find it",{"_45":9879,"_31":272,"_273":9880,"_163":1171},"9f71f66544727",[],{"_45":9882,"_31":272,"_273":9883,"_163":9885},"9f71f66544728",[9884],"3b4a4202a8e1a63e1dc4d0a025ace06d","valuable are willing to pay more.",{"_45":9887,"_31":272,"_273":9888,"_163":1171},"9f71f66544729",[],{"_45":9890,"_31":272,"_273":9891,"_163":9893},"9f71f665447210",[9892],"946786d571091e4ffc3c44610e7fd6ab","Another way to look at this is if you have a feature or a",{"_45":9895,"_31":272,"_273":9896,"_163":1171},"9f71f665447211",[],{"_45":9898,"_31":272,"_273":9899,"_163":9901},"9f71f665447212",[9900],"b46d7900e77ab7dd3ae243b606f7a3cd","piece of your product that of the people in that tier of that",{"_45":9903,"_31":272,"_273":9904,"_163":1171},"9f71f665447213",[],{"_45":9906,"_31":272,"_273":9907,"_163":9909},"9f71f665447214",[9908],"bda7d8635d5e4dbde070a62ab99081be","people in the group, less than 40% are",{"_45":9911,"_31":272,"_273":9912,"_163":1171},"9f71f665447215",[],{"_45":9914,"_31":272,"_273":9915,"_163":9917},"9f71f665447216",[9916],"af407f04d1625cb719864ffdd9237727","using that feature, that's typically a good indication that it's a good",{"_45":9919,"_31":272,"_273":9920,"_163":1171},"9f71f665447217",[],{"_45":9922,"_31":272,"_273":9923,"_163":9925},"9f71f665447218",[9924],"a8ca9923e0e49a5468937381bce74205","candidate basically for an add-on.",[9927,9928,9930,9932,9934,9936,9938,9940,9942,9944],{"_45":9852,"_31":4592,"_4593":9845},{"_45":9860,"_31":4592,"_4593":9929},"00:26:45.510",{"_45":9868,"_31":4592,"_4593":9931},"00:26:49.000",{"_45":9876,"_31":4592,"_4593":9933},"00:26:52.770",{"_45":9884,"_31":4592,"_4593":9935},"00:26:56.070",{"_45":9892,"_31":4592,"_4593":9937},"00:26:57.790",{"_45":9900,"_31":4592,"_4593":9939},"00:27:01.110",{"_45":9908,"_31":4592,"_4593":9941},"00:27:04.320",{"_45":9916,"_31":4592,"_4593":9943},"00:27:07.350",{"_45":9924,"_31":4592,"_4593":9945},"00:27:10.590",{"_45":9947,"_31":267,"_268":9948,"_276":10018,"_278":279},"696932d7f96a",[9949,9954,9957,9962,9967,9970,9975,9978,9983,9986,9991,9994,9999,10002,10007,10010,10015],{"_45":9950,"_31":272,"_273":9951,"_163":9953},"696932d7f96a0",[9952],"170d40e5c0a3f975bee685282ce2a1ca","So that can start the journey and thinking through that.",{"_45":9955,"_31":272,"_273":9956,"_163":1171},"696932d7f96a1",[],{"_45":9958,"_31":272,"_273":9959,"_163":9961},"696932d7f96a2",[9960],"a44c44ca83bc010011780e72c963f876","The last big piece here, i",{"_45":9963,"_31":272,"_273":9964,"_163":9966},"696932d7f96a3",[9965],"b6d642627f8a03e8e3b91db90a93c7d4","f you're going to spend any time strategically, particularly when it comes",{"_45":9968,"_31":272,"_273":9969,"_163":1171},"696932d7f96a4",[],{"_45":9971,"_31":272,"_273":9972,"_163":9974},"696932d7f96a5",[9973],"7014d657ae0de1d49a44c2cd209d1458","to products like a lot of yours, it's on your",{"_45":9976,"_31":272,"_273":9977,"_163":1171},"696932d7f96a6",[],{"_45":9979,"_31":272,"_273":9980,"_163":9982},"696932d7f96a7",[9981],"3e2c5804da9164a9db516b8bb9e659df","value metric. And your value metric is how you charge.",{"_45":9984,"_31":272,"_273":9985,"_163":1171},"696932d7f96a8",[],{"_45":9987,"_31":272,"_273":9988,"_163":9990},"696932d7f96a9",[9989],"b88129961a09c5ed3f5c1f40419b1cf8","So left side here, this is Intercom.",{"_45":9992,"_31":272,"_273":9993,"_163":1171},"696932d7f96a10",[],{"_45":9995,"_31":272,"_273":9996,"_163":9998},"696932d7f96a11",[9997],"51a30ea8ee9a9ab828d14d7f160a9cce","They charge based on the number of end people that go",{"_45":10000,"_31":272,"_273":10001,"_163":1171},"696932d7f96a12",[],{"_45":10003,"_31":272,"_273":10004,"_163":10006},"696932d7f96a13",[10005],"8076e67dc564435ae83f90c5e1ef0614","through the live chat widget, whereas Drift a competitor of",{"_45":10008,"_31":272,"_273":10009,"_163":1171},"696932d7f96a14",[],{"_45":10011,"_31":272,"_273":10012,"_163":10014},"696932d7f96a15",[10013],"e57b5b0143e60d8fc6778b954f948fc9","theirs, basically charges on a per-user basis.",{"_45":10016,"_31":272,"_273":10017,"_163":4589},"696932d7f96a16",[],[10019,10021,10023,10025,10027,10029,10031,10033,10035],{"_45":9952,"_31":4592,"_4593":10020},"00:27:13.790",{"_45":9960,"_31":4592,"_4593":10022},"00:27:17.130",{"_45":9965,"_31":4592,"_4593":10024},"00:27:19.580",{"_45":9973,"_31":4592,"_4593":10026},"00:27:22.990",{"_45":9981,"_31":4592,"_4593":10028},"00:27:26.320",{"_45":9989,"_31":4592,"_4593":10030},"00:27:29.800",{"_45":9997,"_31":4592,"_4593":10032},"00:27:31.950",{"_45":10005,"_31":4592,"_4593":10034},"00:27:35.220",{"_45":10013,"_31":4592,"_4593":10036},"00:27:38.680",{"_45":10038,"_31":267,"_268":10039,"_276":10083,"_278":279},"1f7479f09bcc",[10040,10045,10050,10055,10060,10065,10070,10075,10080],{"_45":10041,"_31":272,"_273":10042,"_163":10044},"1f7479f09bcc0",[10043],"a4258eef76e77b899460ad089da068db","I wanted to show these two different competitors because ",{"_45":10046,"_31":272,"_273":10047,"_163":10049},"1f7479f09bcc1",[10048],"657a551d01bb68ebb4b8b1d757851d5b","Drift primarily targets sales folks, as well as a ",{"_45":10051,"_31":272,"_273":10052,"_163":10054},"1f7479f09bcc2",[10053],"0aac6e4a1b5a42cddc897fbc03fb4620","little bit of marketing, whereas Intercom goes after ",{"_45":10056,"_31":272,"_273":10057,"_163":10059},"1f7479f09bcc3",[10058],"3ba116c10a1578f58318206f2126dfe2","product support, sales and ",{"_45":10061,"_31":272,"_273":10062,"_163":10064},"1f7479f09bcc4",[10063],"dd4ef0c9dfee8c17b46d99883d7463c4","marketing. And so it's a little bit more of a need for a genericized value ",{"_45":10066,"_31":272,"_273":10067,"_163":10069},"1f7479f09bcc5",[10068],"48ed053f5ced9a641eaffd589ac13c8b","metric. Now, the reason this is so powerful is because if you remember back to your economics ",{"_45":10071,"_31":272,"_273":10072,"_163":10074},"1f7479f09bcc6",[10073],"a363f4bf5bff3d077c024ce341090d97","class in high school or college, what you'll remember is that your professor ",{"_45":10076,"_31":272,"_273":10077,"_163":10079},"1f7479f09bcc7",[10078],"d984cfa25b452e7ed93fa2a66c1b9176","or teacher basically said, \"Oh, we have this demand curve. ",{"_45":10081,"_31":272,"_273":10082,"_163":4589},"1f7479f09bcc8",[],[10084,10086,10088,10090,10092,10094,10096,10098],{"_45":10043,"_31":4592,"_4593":10085},"00:27:41.090",{"_45":10048,"_31":4592,"_4593":10087},"00:27:44.510",{"_45":10053,"_31":4592,"_4593":10089},"00:27:47.850",{"_45":10058,"_31":4592,"_4593":10091},"00:27:51.210",{"_45":10063,"_31":4592,"_4593":10093},"00:27:54.290",{"_45":10068,"_31":4592,"_4593":10095},"00:27:57.600",{"_45":10073,"_31":4592,"_4593":10097},"00:28:01.410",{"_45":10078,"_31":4592,"_4593":10099},"00:28:04.900",{"_45":10101,"_31":267,"_268":10102,"_276":10156,"_278":279},"71a388f0bac2",[10103,10108,10111,10116,10119,10124,10127,10132,10135,10140,10143,10148,10151],{"_45":10104,"_31":272,"_273":10105,"_163":10107},"71a388f0bac20",[10106],"d00dbad4814f3bbdeabfc4c4ab28c62a","Here's the price point on the demand curve,\" and they",{"_45":10109,"_31":272,"_273":10110,"_163":1171},"71a388f0bac21",[],{"_45":10112,"_31":272,"_273":10113,"_163":10115},"71a388f0bac22",[10114],"cc7ba0368b8b755c39f56ac0d98f6ae8","shaded in the part underneath that point and said, \"Oh, this is your revenue,\"",{"_45":10117,"_31":272,"_273":10118,"_163":1171},"71a388f0bac23",[],{"_45":10120,"_31":272,"_273":10121,"_163":10123},"71a388f0bac24",[10122],"77cce8c86fb8226039699ef5eb6c3cf8","right? Well, with a value metric, you presumably have",{"_45":10125,"_31":272,"_273":10126,"_163":1171},"71a388f0bac25",[],{"_45":10128,"_31":272,"_273":10129,"_163":10131},"71a388f0bac26",[10130],"30749a380d6b0a6956541266ebc84eae","infinite points on that demand curve, and therefore your revenue",{"_45":10133,"_31":272,"_273":10134,"_163":1171},"71a388f0bac27",[],{"_45":10136,"_31":272,"_273":10137,"_163":10139},"71a388f0bac28",[10138],"9c6747b20a2ae91dd526734297cf89aa","will increase. You're not going to have actually infinite, but this",{"_45":10141,"_31":272,"_273":10142,"_163":1171},"71a388f0bac29",[],{"_45":10144,"_31":272,"_273":10145,"_163":10147},"71a388f0bac210",[10146],"81ab76f222d509261c0772a5cd5738bc","essentially makes sure you're not charging Disney who comes in for your",{"_45":10149,"_31":272,"_273":10150,"_163":1171},"71a388f0bac211",[],{"_45":10152,"_31":272,"_273":10153,"_163":10155},"71a388f0bac212",[10154],"d21878daacd11b53837c742ceff7d7e4","product the same amount of money as you're charging Johnny or Jane Startup.",[10157,10159,10161,10163,10165,10167,10169],{"_45":10106,"_31":4592,"_4593":10158},"00:28:07.300",{"_45":10114,"_31":4592,"_4593":10160},"00:28:10.910",{"_45":10122,"_31":4592,"_4593":10162},"00:28:14.230",{"_45":10130,"_31":4592,"_4593":10164},"00:28:17.440",{"_45":10138,"_31":4592,"_4593":10166},"00:28:20.940",{"_45":10146,"_31":4592,"_4593":10168},"00:28:24.080",{"_45":10154,"_31":4592,"_4593":10170},"00:28:27.330",{"_45":10172,"_31":267,"_268":10173,"_276":10178,"_278":327},"674d867fed49",[10174],{"_45":10175,"_31":272,"_273":10176,"_163":10177},"674d867fed490",[],"Lower Cancellations vs. Higher Expansion Revenue",[],{"_45":10180,"_31":267,"_268":10181,"_276":10246,"_278":279},"33572d2b3732",[10182,10187,10190,10195,10198,10203,10206,10211,10214,10219,10222,10227,10230,10235,10238,10243],{"_45":10183,"_31":272,"_273":10184,"_163":10186},"33572d2b37320",[10185],"46ebc19c6cc36d627d05dfa396e3ddc9","To give you some actual data, cancellations are typically much, much",{"_45":10188,"_31":272,"_273":10189,"_163":1171},"33572d2b37321",[],{"_45":10191,"_31":272,"_273":10192,"_163":10194},"33572d2b37322",[10193],"bfe0ff205f8bba27567b2c2989cd6528","lower. You will see more downgrades, but people will downgrade",{"_45":10196,"_31":272,"_273":10197,"_163":1171},"33572d2b37323",[],{"_45":10199,"_31":272,"_273":10200,"_163":10202},"33572d2b37324",[10201],"c1406acaff27a97c7fbd8ea0ac904492","to, \"Oh, I only need two seats,\" but then they'll upgrade.",{"_45":10204,"_31":272,"_273":10205,"_163":1171},"33572d2b37325",[],{"_45":10207,"_31":272,"_273":10208,"_163":10210},"33572d2b37326",[10209],"25ebd11ea195a924ea37d841f4cd7033","\"Oh, I need five seats.\" Right?",{"_45":10212,"_31":272,"_273":10213,"_163":1171},"33572d2b37327",[],{"_45":10215,"_31":272,"_273":10216,"_163":10218},"33572d2b37328",[10217],"03a43cd7df71c6b51042e9c485f9b814","You'll have that more so than actual straight-up cancellations.",{"_45":10220,"_31":272,"_273":10221,"_163":1171},"33572d2b37329",[],{"_45":10223,"_31":272,"_273":10224,"_163":10226},"33572d2b373210",[10225],"d9e098b5888e78f2411c1124a3b83699","So you're looking at here about 6,000 companies.",{"_45":10228,"_31":272,"_273":10229,"_163":1171},"33572d2b373211",[],{"_45":10231,"_31":272,"_273":10232,"_163":10234},"33572d2b373212",[10233],"96c931601ea83513a0e3afb8c0078d26","These are pure value-metric companies on the right, and these are",{"_45":10236,"_31":272,"_273":10237,"_163":1171},"33572d2b373213",[],{"_45":10239,"_31":272,"_273":10240,"_163":10242},"33572d2b373214",[10241],"883a28c1119b779fccd573033b11e6b8","feature-differentiated, old-school product pricing.",{"_45":10244,"_31":272,"_273":10245,"_163":4589},"33572d2b373215",[],[10247,10249,10251,10253,10255,10257,10259,10261],{"_45":10185,"_31":4592,"_4593":10248},"00:28:31.210",{"_45":10193,"_31":4592,"_4593":10250},"00:28:34.390",{"_45":10201,"_31":4592,"_4593":10252},"00:28:37.530",{"_45":10209,"_31":4592,"_4593":10254},"00:28:40.360",{"_45":10217,"_31":4592,"_4593":10256},"00:28:41.860",{"_45":10225,"_31":4592,"_4593":10258},"00:28:45.140",{"_45":10233,"_31":4592,"_4593":10260},"00:28:47.690",{"_45":10241,"_31":4592,"_4593":10262},"00:28:50.870",{"_45":10264,"_31":267,"_268":10265,"_276":10319,"_278":279},"2e397707c57d",[10266,10271,10274,10279,10282,10287,10290,10295,10298,10303,10306,10311,10314],{"_45":10267,"_31":272,"_273":10268,"_163":10270},"2e397707c57d0",[10269],"dfce0057f4537ec38660455b88d2efb0","The churn is basically half for those who are value-metric and",{"_45":10272,"_31":272,"_273":10273,"_163":1171},"2e397707c57d1",[],{"_45":10275,"_31":272,"_273":10276,"_163":10278},"2e397707c57d2",[10277],"b2298537d1a134350a65bf52c7668f2a","then expansion revenue is basically baked into",{"_45":10280,"_31":272,"_273":10281,"_163":1171},"2e397707c57d3",[],{"_45":10283,"_31":272,"_273":10284,"_163":10286},"2e397707c57d4",[10285],"4cf34815fa0008de99fef8e84e573e9e","growth because it's not like you have to convince someone to upgrade or",{"_45":10288,"_31":272,"_273":10289,"_163":1171},"2e397707c57d5",[],{"_45":10291,"_31":272,"_273":10292,"_163":10294},"2e397707c57d6",[10293],"984c1f588ccfc97223ce236d1a586bac","buy another product. It's just, \"Oh, you're using more or you're getting more value",{"_45":10296,"_31":272,"_273":10297,"_163":1171},"2e397707c57d7",[],{"_45":10299,"_31":272,"_273":10300,"_163":10302},"2e397707c57d8",[10301],"a12f25fb736df437bb87b6e719851390","from this,\" because it doesn't always have to be usage, \"therefore we're just going to upgrade you to",{"_45":10304,"_31":272,"_273":10305,"_163":1171},"2e397707c57d9",[],{"_45":10307,"_31":272,"_273":10308,"_163":10310},"2e397707c57d10",[10309],"3eb23f776b23cfb8a55df5a279cc7f35","this plan.\" And so you typically see that",{"_45":10312,"_31":272,"_273":10313,"_163":1171},"2e397707c57d11",[],{"_45":10315,"_31":272,"_273":10316,"_163":10318},"2e397707c57d12",[10317],"6c0de92dc341ed8c1e45ca42a82de0ba","expansion is about double for value-metric-based pricing.",[10320,10322,10324,10326,10328,10330,10332],{"_45":10269,"_31":4592,"_4593":10321},"00:28:54.260",{"_45":10277,"_31":4592,"_4593":10323},"00:28:58.010",{"_45":10285,"_31":4592,"_4593":10325},"00:29:01.440",{"_45":10293,"_31":4592,"_4593":10327},"00:29:04.780",{"_45":10301,"_31":4592,"_4593":10329},"00:29:08.200",{"_45":10309,"_31":4592,"_4593":10331},"00:29:11.650",{"_45":10317,"_31":4592,"_4593":10333},"00:29:15.330",{"_45":10335,"_31":267,"_268":10336,"_276":10393,"_278":279},"99bb276d2253",[10337,10342,10345,10350,10353,10358,10361,10366,10369,10374,10377,10382,10385,10390],{"_45":10338,"_31":272,"_273":10339,"_163":10341},"99bb276d22530",[10340],"f9550f14234e1efd9076c21fb2279b00","To bring this home, if there's one thing from a monetization",{"_45":10343,"_31":272,"_273":10344,"_163":1171},"99bb276d22531",[],{"_45":10346,"_31":272,"_273":10347,"_163":10349},"99bb276d22532",[10348],"56fd60e36eca192167e7997d060de341","and retention perspective, the value metric is the one thing",{"_45":10351,"_31":272,"_273":10352,"_163":1171},"99bb276d22533",[],{"_45":10354,"_31":272,"_273":10355,"_163":10357},"99bb276d22534",[10356],"9fc583c82aa02cc144022d740736289d","that, if you get everything else wrong, but your value metric is",{"_45":10359,"_31":272,"_273":10360,"_163":1171},"99bb276d22535",[],{"_45":10362,"_31":272,"_273":10363,"_163":10365},"99bb276d22536",[10364],"34a9b5b4427408fafafc21133345c571","on the right path, you'll tend to be okay.",{"_45":10367,"_31":272,"_273":10368,"_163":1171},"99bb276d22537",[],{"_45":10370,"_31":272,"_273":10371,"_163":10373},"99bb276d22538",[10372],"2593dbfa912367f56e84d4230d5c5817","And so that's why I recommend, don't worry too much in the early days",{"_45":10375,"_31":272,"_273":10376,"_163":1171},"99bb276d22539",[],{"_45":10378,"_31":272,"_273":10379,"_163":10381},"99bb276d225310",[10380],"9492bcc095bda5b18f855d68b9dc71ce","when it comes to monetization about a particular price point.",{"_45":10383,"_31":272,"_273":10384,"_163":1171},"99bb276d225311",[],{"_45":10386,"_31":272,"_273":10387,"_163":10389},"99bb276d225312",[10388],"f3beebcb97e9bb5f6c594dd81a0257d2","Don't worry too much about, add-ons in the early days.",{"_45":10391,"_31":272,"_273":10392,"_163":4589},"99bb276d225313",[],[10394,10396,10398,10400,10402,10404,10406],{"_45":10340,"_31":4592,"_4593":10395},"00:29:19.290",{"_45":10348,"_31":4592,"_4593":10397},"00:29:22.770",{"_45":10356,"_31":4592,"_4593":10399},"00:29:26.280",{"_45":10364,"_31":4592,"_4593":10401},"00:29:29.860",{"_45":10372,"_31":4592,"_4593":10403},"00:29:33.940",{"_45":10380,"_31":4592,"_4593":10405},"00:29:37.380",{"_45":10388,"_31":4592,"_4593":10407},"00:29:40.330",{"_45":10409,"_31":267,"_268":10410,"_276":10480,"_278":279},"af346664b0ba",[10411,10416,10419,10424,10427,10432,10435,10440,10443,10448,10451,10456,10459,10464,10467,10472,10475],{"_45":10412,"_31":272,"_273":10413,"_163":10415},"af346664b0ba0",[10414],"4e9c6aa923721db3052d6285da07e852","First get your value metric right, and then start to worry about those other",{"_45":10417,"_31":272,"_273":10418,"_163":1171},"af346664b0ba1",[],{"_45":10420,"_31":272,"_273":10421,"_163":10423},"af346664b0ba2",[10422],"cfa871bab6abc59a8c6ab0b999a077a1","pieces, because the value metric will save you from yourself, or at",{"_45":10425,"_31":272,"_273":10426,"_163":1171},"af346664b0ba3",[],{"_45":10428,"_31":272,"_273":10429,"_163":10431},"af346664b0ba4",[10430],"b82672a7728a9bbdeeab312c865f5bcf","least from the lack of knowledge you have as you're",{"_45":10433,"_31":272,"_273":10434,"_163":1171},"af346664b0ba5",[],{"_45":10436,"_31":272,"_273":10437,"_163":10439},"af346664b0ba6",[10438],"f7c94322ebec729a3b95cfa34354037a","pushing things forward.",{"_45":10441,"_31":272,"_273":10442,"_163":1171},"af346664b0ba7",[],{"_45":10444,"_31":272,"_273":10445,"_163":10447},"af346664b0ba8",[10446],"51e98a5fda99a2af95d3df8b03594fa2","Now the final piece, and I'm not going to be able to go too deep into this just for",{"_45":10449,"_31":272,"_273":10450,"_163":1171},"af346664b0ba9",[],{"_45":10452,"_31":272,"_273":10453,"_163":10455},"af346664b0ba10",[10454],"2c944a742d03b35c1a78d95d1bc30765","time, but I have learned more about credit cards than I have",{"_45":10457,"_31":272,"_273":10458,"_163":1171},"af346664b0ba11",[],{"_45":10460,"_31":272,"_273":10461,"_163":10463},"af346664b0ba12",[10462],"a1cb70378e7d4940813725532bf76dd9","ever wanted to in my life, and so I can definitely talk for hours about",{"_45":10465,"_31":272,"_273":10466,"_163":1171},"af346664b0ba13",[],{"_45":10468,"_31":272,"_273":10469,"_163":10471},"af346664b0ba14",[10470],"b3aa0ee2bac4dbe670a40d885fa65261","payments, but I will give you a good",{"_45":10473,"_31":272,"_273":10474,"_163":1171},"af346664b0ba15",[],{"_45":10476,"_31":272,"_273":10477,"_163":10479},"af346664b0ba16",[10478],"f01c17eaa13ce9fe4299555c2107d0db","primer here.",[10481,10483,10485,10487,10489,10491,10493,10495,10497],{"_45":10414,"_31":4592,"_4593":10482},"00:29:43.870",{"_45":10422,"_31":4592,"_4593":10484},"00:29:46.950",{"_45":10430,"_31":4592,"_4593":10486},"00:29:50.340",{"_45":10438,"_31":4592,"_4593":10488},"00:29:53.490",{"_45":10446,"_31":4592,"_4593":10490},"00:29:55.270",{"_45":10454,"_31":4592,"_4593":10492},"00:29:58.340",{"_45":10462,"_31":4592,"_4593":10494},"00:30:01.700",{"_45":10470,"_31":4592,"_4593":10496},"00:30:05.130",{"_45":10478,"_31":4592,"_4593":10498},"00:30:08.440",{"_45":10500,"_31":267,"_268":10501,"_276":10506,"_278":327},"f4bd6a467caf",[10502],{"_45":10503,"_31":272,"_273":10504,"_163":10505},"f4bd6a467caf0",[],"Payment Delinquencies & Lost Customers",[],{"_45":10508,"_31":267,"_268":10509,"_276":10574,"_278":279},"6272d374304f",[10510,10515,10518,10523,10526,10531,10534,10539,10542,10547,10550,10555,10558,10563,10566,10571],{"_45":10511,"_31":272,"_273":10512,"_163":10514},"6272d374304f0",[10513],"3162d4f3d2cab72eb6e520ec417347e2","Delinquencies are funny. There's 130+ different reasons why a credit",{"_45":10516,"_31":272,"_273":10517,"_163":1171},"6272d374304f1",[],{"_45":10519,"_31":272,"_273":10520,"_163":10522},"6272d374304f2",[10521],"71178fac9cfa99eac6fc47eaeab19ce4","card fails. There is no single one of those",{"_45":10524,"_31":272,"_273":10525,"_163":1171},"6272d374304f3",[],{"_45":10527,"_31":272,"_273":10528,"_163":10530},"6272d374304f4",[10529],"9e692980f9fb975124b6f09bdcfac9f0","reasons that breaks probably",{"_45":10532,"_31":272,"_273":10533,"_163":1171},"6272d374304f5",[],{"_45":10535,"_31":272,"_273":10536,"_163":10538},"6272d374304f6",[10537],"a7c18c8dbcd233714106ba4ccd782fd0","12-15% of delinquencies, meaning there's just a lot of",{"_45":10540,"_31":272,"_273":10541,"_163":1171},"6272d374304f7",[],{"_45":10543,"_31":272,"_273":10544,"_163":10546},"6272d374304f8",[10545],"c0464adb977182d8e3278ba184e76cd4","reasons and they're all over the place, and depending on your company, they'll be all over the",{"_45":10548,"_31":272,"_273":10549,"_163":1171},"6272d374304f9",[],{"_45":10551,"_31":272,"_273":10552,"_163":10554},"6272d374304f10",[10553],"39b49e3854245e7f7e3d6d7e15c9ba62","place. But there's some things from an infrastructure perspective that you",{"_45":10556,"_31":272,"_273":10557,"_163":1171},"6272d374304f11",[],{"_45":10559,"_31":272,"_273":10560,"_163":10562},"6272d374304f12",[10561],"72c8dc26d9a3b3e850ba74a4a7fc2279","can do, and then of course, tactical things you can do",{"_45":10564,"_31":272,"_273":10565,"_163":1171},"6272d374304f13",[],{"_45":10567,"_31":272,"_273":10568,"_163":10570},"6272d374304f14",[10569],"a6682f7ee22d5a9a4693ce50ee50a646","before a point of failure and after a point of failure.",{"_45":10572,"_31":272,"_273":10573,"_163":4589},"6272d374304f15",[],[10575,10577,10579,10581,10583,10585,10587,10589],{"_45":10513,"_31":4592,"_4593":10576},"00:30:11.590",{"_45":10521,"_31":4592,"_4593":10578},"00:30:15.050",{"_45":10529,"_31":4592,"_4593":10580},"00:30:18.450",{"_45":10537,"_31":4592,"_4593":10582},"00:30:22.450",{"_45":10545,"_31":4592,"_4593":10584},"00:30:25.610",{"_45":10553,"_31":4592,"_4593":10586},"00:30:28.920",{"_45":10561,"_31":4592,"_4593":10588},"00:30:32.400",{"_45":10569,"_31":4592,"_4593":10590},"00:30:35.550",{"_45":10592,"_31":267,"_268":10593,"_276":10655,"_278":279},"680097992f09",[10594,10599,10602,10607,10610,10615,10618,10623,10626,10631,10634,10639,10644,10647,10652],{"_45":10595,"_31":272,"_273":10596,"_163":10598},"680097992f090",[10597],"6962af8ac7b3d570c074762bd38760cc","Just to give you a little bit of context here, it's the largest",{"_45":10600,"_31":272,"_273":10601,"_163":1171},"680097992f091",[],{"_45":10603,"_31":272,"_273":10604,"_163":10606},"680097992f092",[10605],"28bf9cdea1d271b409230c5431d978f6","single bucket of lost customers.",{"_45":10608,"_31":272,"_273":10609,"_163":1171},"680097992f093",[],{"_45":10611,"_31":272,"_273":10612,"_163":10614},"680097992f094",[10613],"0bf119715e13be68eb6d78083fd161d1","We typically see, for products that are credit-card",{"_45":10616,"_31":272,"_273":10617,"_163":1171},"680097992f095",[],{"_45":10619,"_31":272,"_273":10620,"_163":10622},"680097992f096",[10621],"38e99978731818ed5fe3b47b7a9895a9","based and not all products are credit-card based, but both in B2B",{"_45":10624,"_31":272,"_273":10625,"_163":1171},"680097992f097",[],{"_45":10627,"_31":272,"_273":10628,"_163":10630},"680097992f098",[10629],"bae2bb40a56ed904e13c365db984b6c1","and in consumer products, it typically accounts for about 20-40%",{"_45":10632,"_31":272,"_273":10633,"_163":1171},"680097992f099",[],{"_45":10635,"_31":272,"_273":10636,"_163":10638},"680097992f0910",[10637],"2630bd9cb105d6e367af18db592316fc","of lost customers. ",{"_45":10640,"_31":272,"_273":10641,"_163":10643},"680097992f0911",[10642],"459d0906aff5f34a0e0cd2111f4dfeb7","So you have a hundred customers that you lost, 20 to 40 of them are going to be",{"_45":10645,"_31":272,"_273":10646,"_163":1171},"680097992f0912",[],{"_45":10648,"_31":272,"_273":10649,"_163":10651},"680097992f0913",[10650],"a1c5f6a1d44d20d58aa00058e87c5008","because of payment failures.",{"_45":10653,"_31":272,"_273":10654,"_163":4589},"680097992f0914",[],[10656,10658,10660,10662,10664,10666,10668,10670],{"_45":10597,"_31":4592,"_4593":10657},"00:30:37.860",{"_45":10605,"_31":4592,"_4593":10659},"00:30:41.230",{"_45":10613,"_31":4592,"_4593":10661},"00:30:43.970",{"_45":10621,"_31":4592,"_4593":10663},"00:30:47.140",{"_45":10629,"_31":4592,"_4593":10665},"00:30:50.790",{"_45":10637,"_31":4592,"_4593":10667},"00:30:54.330",{"_45":10642,"_31":4592,"_4593":10669},"00:30:55.940",{"_45":10650,"_31":4592,"_4593":10671},"00:30:59.400",{"_45":10673,"_31":267,"_268":10674,"_276":10720,"_278":279},"bc3d618fdac4",[10675,10680,10683,10688,10691,10696,10699,10704,10707,10712,10715],{"_45":10676,"_31":272,"_273":10677,"_163":10679},"bc3d618fdac40",[10678],"dc8034185ec0652c5bfa8570851c062d","It defies logic sometimes, because you're",{"_45":10681,"_31":272,"_273":10682,"_163":1171},"bc3d618fdac41",[],{"_45":10684,"_31":272,"_273":10685,"_163":10687},"bc3d618fdac42",[10686],"4916c4c70020610e9aecb918c9ce12d6","just like, \"Well, this doesn't make sense.\" Right?",{"_45":10689,"_31":272,"_273":10690,"_163":1171},"bc3d618fdac43",[],{"_45":10692,"_31":272,"_273":10693,"_163":10695},"bc3d618fdac44",[10694],"dbbbcf02a94484aa1e9dd852d92017c6","Well, the problem is that the",{"_45":10697,"_31":272,"_273":10698,"_163":1171},"bc3d618fdac45",[],{"_45":10700,"_31":272,"_273":10701,"_163":10703},"bc3d618fdac46",[10702],"3366ea99afb14f5990927ec459eb9f0f","underlying technology for credit card processing, while",{"_45":10705,"_31":272,"_273":10706,"_163":1171},"bc3d618fdac47",[],{"_45":10708,"_31":272,"_273":10709,"_163":10711},"bc3d618fdac48",[10710],"2675ed7bbec687d3685596fa3154ff49","computerization has obviously been updated, there's some things around risk",{"_45":10713,"_31":272,"_273":10714,"_163":1171},"bc3d618fdac49",[],{"_45":10716,"_31":272,"_273":10717,"_163":10719},"bc3d618fdac410",[10718],"d68e4510d9b02cf53687beebf90afe2a","that have come a long way.",[10721,10723,10725,10727,10729,10731],{"_45":10678,"_31":4592,"_4593":10722},"00:31:01.200",{"_45":10686,"_31":4592,"_4593":10724},"00:31:04.680",{"_45":10694,"_31":4592,"_4593":10726},"00:31:06.380",{"_45":10702,"_31":4592,"_4593":10728},"00:31:10.010",{"_45":10710,"_31":4592,"_4593":10730},"00:31:13.190",{"_45":10718,"_31":4592,"_4593":10732},"00:31:16.610",{"_45":10734,"_31":267,"_268":10735,"_276":10816,"_278":279},"ed1fe45fb60e",[10736,10741,10744,10749,10752,10757,10760,10765,10768,10773,10776,10781,10784,10789,10792,10797,10800,10805,10808,10813],{"_45":10737,"_31":272,"_273":10738,"_163":10740},"ed1fe45fb60e0",[10739],"01d3bf1ab37e5cddedb3ec7e5836ff32","A lot of the underlying processing technology hasn't really been updated",{"_45":10742,"_31":272,"_273":10743,"_163":1171},"ed1fe45fb60e1",[],{"_45":10745,"_31":272,"_273":10746,"_163":10748},"ed1fe45fb60e2",[10747],"09ceb0d8e71511ba6c56099928d92037","since the 1960s, 1970s.",{"_45":10750,"_31":272,"_273":10751,"_163":1171},"ed1fe45fb60e3",[],{"_45":10753,"_31":272,"_273":10754,"_163":10756},"ed1fe45fb60e4",[10755],"da156a51be57e3fa80f41d8892992760","And it's a little bit of a",{"_45":10758,"_31":272,"_273":10759,"_163":1171},"ed1fe45fb60e5",[],{"_45":10761,"_31":272,"_273":10762,"_163":10764},"ed1fe45fb60e6",[10763],"5876eb22158fa65857f92890326237cb","generalization, but the thing is they're mechanical devices, subject to",{"_45":10766,"_31":272,"_273":10767,"_163":1171},"ed1fe45fb60e7",[],{"_45":10769,"_31":272,"_273":10770,"_163":10772},"ed1fe45fb60e8",[10771],"983a802c2a0b91dfa527f81232bf686e","failure. And so what ends up happening is that",{"_45":10774,"_31":272,"_273":10775,"_163":1171},"ed1fe45fb60e9",[],{"_45":10777,"_31":272,"_273":10778,"_163":10780},"ed1fe45fb60e10",[10779],"5297b920a1ccf38e130232d6f6edb8c0","even if Stripe or someone is",{"_45":10782,"_31":272,"_273":10783,"_163":1171},"ed1fe45fb60e11",[],{"_45":10785,"_31":272,"_273":10786,"_163":10788},"ed1fe45fb60e12",[10787],"eda120e27b919b974e87b3fdd066ea7a","99.9% good, that 0.1%, given just the straight-up",{"_45":10790,"_31":272,"_273":10791,"_163":1171},"ed1fe45fb60e13",[],{"_45":10793,"_31":272,"_273":10794,"_163":10796},"ed1fe45fb60e14",[10795],"9ec4c2cae867f8ba9b02ef58a8795c9d","volume that happens, ends up accounting",{"_45":10798,"_31":272,"_273":10799,"_163":1171},"ed1fe45fb60e15",[],{"_45":10801,"_31":272,"_273":10802,"_163":10804},"ed1fe45fb60e16",[10803],"33e5c198dbc3af24f3cf281eac864618","for a certain portion of these users where you actually need to",{"_45":10806,"_31":272,"_273":10807,"_163":1171},"ed1fe45fb60e17",[],{"_45":10809,"_31":272,"_273":10810,"_163":10812},"ed1fe45fb60e18",[10811],"bdf569c26033b863f58897bc03f53396","reach out to them to get updated payment information.",{"_45":10814,"_31":272,"_273":10815,"_163":4589},"ed1fe45fb60e19",[],[10817,10819,10821,10823,10825,10827,10829,10831,10833,10835],{"_45":10739,"_31":4592,"_4593":10818},"00:31:18.360",{"_45":10747,"_31":4592,"_4593":10820},"00:31:21.600",{"_45":10755,"_31":4592,"_4593":10822},"00:31:23.310",{"_45":10763,"_31":4592,"_4593":10824},"00:31:26.480",{"_45":10771,"_31":4592,"_4593":10826},"00:31:29.680",{"_45":10779,"_31":4592,"_4593":10828},"00:31:33.000",{"_45":10787,"_31":4592,"_4593":10830},"00:31:36.560",{"_45":10795,"_31":4592,"_4593":10832},"00:31:39.550",{"_45":10803,"_31":4592,"_4593":10834},"00:31:43.020",{"_45":10811,"_31":4592,"_4593":10836},"00:31:46.510",{"_45":10838,"_31":267,"_268":10839,"_276":10893,"_278":279},"e833a1158c66",[10840,10845,10848,10853,10856,10861,10864,10869,10872,10877,10880,10885,10888],{"_45":10841,"_31":272,"_273":10842,"_163":10844},"e833a1158c660",[10843],"61c70af72dc31d2fbd2b93eafac36f7a","Even the ACH fails, which is always fascinating.",{"_45":10846,"_31":272,"_273":10847,"_163":1171},"e833a1158c661",[],{"_45":10849,"_31":272,"_273":10850,"_163":10852},"e833a1158c662",[10851],"eab1f6562222040bc11f7917667cfa19","It fails at a lower rate than credit cards, but it still fails as a",{"_45":10854,"_31":272,"_273":10855,"_163":1171},"e833a1158c663",[],{"_45":10857,"_31":272,"_273":10858,"_163":10860},"e833a1158c664",[10859],"542eff20eb0068bc97f4ee333c72d990","high enough rate where you need to at least set some things up on the",{"_45":10862,"_31":272,"_273":10863,"_163":1171},"e833a1158c665",[],{"_45":10865,"_31":272,"_273":10866,"_163":10868},"e833a1158c666",[10867],"7e762471b707e94ea6a5a3d34d3bb730","backend here. The main reason is we're just really bad at",{"_45":10870,"_31":272,"_273":10871,"_163":1171},"e833a1158c667",[],{"_45":10873,"_31":272,"_273":10874,"_163":10876},"e833a1158c668",[10875],"07bc20eea0b3ea3c199bbf0420ed9a26","recovering them. Just to give you some numbers, and I can send you deeper reports on this,",{"_45":10878,"_31":272,"_273":10879,"_163":1171},"e833a1158c669",[],{"_45":10881,"_31":272,"_273":10882,"_163":10884},"e833a1158c6610",[10883],"f334e82ee814e69d16cc36bbf14645f1","if a hundred people have their payment failed, on",{"_45":10886,"_31":272,"_273":10887,"_163":1171},"e833a1158c6611",[],{"_45":10889,"_31":272,"_273":10890,"_163":10892},"e833a1158c6612",[10891],"563e8bf6306f6afab091eeed3e953c54","average we're only recovering about 30 of them.",[10894,10896,10898,10900,10902,10904,10906],{"_45":10843,"_31":4592,"_4593":10895},"00:31:49.430",{"_45":10851,"_31":4592,"_4593":10897},"00:31:52.330",{"_45":10859,"_31":4592,"_4593":10899},"00:31:55.760",{"_45":10867,"_31":4592,"_4593":10901},"00:31:59.200",{"_45":10875,"_31":4592,"_4593":10903},"00:32:02.520",{"_45":10883,"_31":4592,"_4593":10905},"00:32:07.110",{"_45":10891,"_31":4592,"_4593":10907},"00:32:10.440",{"_45":10909,"_31":267,"_268":10910,"_276":10967,"_278":279},"0daff1064d0b",[10911,10916,10919,10924,10927,10932,10935,10940,10943,10948,10951,10956,10959,10964],{"_45":10912,"_31":272,"_273":10913,"_163":10915},"0daff1064d0b0",[10914],"1ca1beec667cb04ea2d3dcad8b3eb702","If we look at some of the best folks out there, they're typically",{"_45":10917,"_31":272,"_273":10918,"_163":1171},"0daff1064d0b1",[],{"_45":10920,"_31":272,"_273":10921,"_163":10923},"0daff1064d0b2",[10922],"6f552af67030280bcd3259b8943a3d70","recovering about 60 to 80.",{"_45":10925,"_31":272,"_273":10926,"_163":1171},"0daff1064d0b3",[],{"_45":10928,"_31":272,"_273":10929,"_163":10931},"0daff1064d0b4",[10930],"46f4e4cbdc01f0bd7a181f19ea96cf04","So you're going to have some people, this is their excuse to leave you,",{"_45":10933,"_31":272,"_273":10934,"_163":1171},"0daff1064d0b5",[],{"_45":10936,"_31":272,"_273":10937,"_163":10939},"0daff1064d0b6",[10938],"74d10e04965e8518b2ad6c52e8ca043d","but then there's plenty of people who just don't even realize it.",{"_45":10941,"_31":272,"_273":10942,"_163":1171},"0daff1064d0b7",[],{"_45":10944,"_31":272,"_273":10945,"_163":10947},"0daff1064d0b8",[10946],"f35bfa7885908bab606003abd4d6f1a4","And there's that delta that most of us should cross.",{"_45":10949,"_31":272,"_273":10950,"_163":1171},"0daff1064d0b9",[],{"_45":10952,"_31":272,"_273":10953,"_163":10955},"0daff1064d0b10",[10954],"cb82148c6cf14a43a5764b39c4021ec0","I do see some people are really good at 95% recovery,",{"_45":10957,"_31":272,"_273":10958,"_163":1171},"0daff1064d0b11",[],{"_45":10960,"_31":272,"_273":10961,"_163":10963},"0daff1064d0b12",[10962],"e0952872d3c8a458ff9b37eb9339d344","and I certainly see people like much lower than this at 5% recovery.",{"_45":10965,"_31":272,"_273":10966,"_163":4589},"0daff1064d0b13",[],[10968,10970,10972,10974,10976,10978,10980],{"_45":10914,"_31":4592,"_4593":10969},"00:32:13.650",{"_45":10922,"_31":4592,"_4593":10971},"00:32:17.040",{"_45":10930,"_31":4592,"_4593":10973},"00:32:18.140",{"_45":10938,"_31":4592,"_4593":10975},"00:32:21.940",{"_45":10946,"_31":4592,"_4593":10977},"00:32:24.680",{"_45":10954,"_31":4592,"_4593":10979},"00:32:27.880",{"_45":10962,"_31":4592,"_4593":10981},"00:32:31.700",{"_45":10983,"_31":267,"_268":10984,"_276":11062,"_278":279},"969362897350",[10985,10990,10993,10998,11001,11006,11009,11014,11017,11022,11025,11030,11033,11038,11041,11046,11049,11054,11057],{"_45":10986,"_31":272,"_273":10987,"_163":10989},"9693628973500",[10988],"5fe5c02918bf06b5d6015e012562c702","It's one of those things to just think about, and the way",{"_45":10991,"_31":272,"_273":10992,"_163":1171},"9693628973501",[],{"_45":10994,"_31":272,"_273":10995,"_163":10997},"9693628973502",[10996],"ca8469f14aa1d0f8b37f5782a57f90f0","you think about this is you got to treat these folks as a marketing channel.",{"_45":10999,"_31":272,"_273":11000,"_163":1171},"9693628973503",[],{"_45":11002,"_31":272,"_273":11003,"_163":11005},"9693628973504",[11004],"bf053822681286e53b1beb15c2a5b8bb","Most people that we look at, because we sell a product that",{"_45":11007,"_31":272,"_273":11008,"_163":1171},"9693628973505",[],{"_45":11010,"_31":272,"_273":11011,"_163":11013},"9693628973506",[11012],"3ad2e39bdaf40358e6dfe4bf541aaf15","solves this, they send very bill-collector",{"_45":11015,"_31":272,"_273":11016,"_163":1171},"9693628973507",[],{"_45":11018,"_31":272,"_273":11019,"_163":11021},"9693628973508",[11020],"f909820185b154b7f24edce5e6cad932","emails. Not quite, \"Where's",{"_45":11023,"_31":272,"_273":11024,"_163":1171},"9693628973509",[],{"_45":11026,"_31":272,"_273":11027,"_163":11029},"96936289735010",[11028],"dc037f55e622bc7b24161c3c15703478","my money? I'm going to break your legs.\" But pretty close.",{"_45":11031,"_31":272,"_273":11032,"_163":1171},"96936289735011",[],{"_45":11034,"_31":272,"_273":11035,"_163":11037},"96936289735012",[11036],"3ca782c84512952f14f08fe635481c5a","And again, remember that relationship, right?",{"_45":11039,"_31":272,"_273":11040,"_163":1171},"96936289735013",[],{"_45":11042,"_31":272,"_273":11043,"_163":11045},"96936289735014",[11044],"486c378a2cd4afeb74a62fea1e636693","And so what's great is that this is purely",{"_45":11047,"_31":272,"_273":11048,"_163":1171},"96936289735015",[],{"_45":11050,"_31":272,"_273":11051,"_163":11053},"96936289735016",[11052],"eeb2de7db877a9d28fd049ee6a2c6d5e","mechanical cancellations, and so there's a lot of things you can",{"_45":11055,"_31":272,"_273":11056,"_163":1171},"96936289735017",[],{"_45":11058,"_31":272,"_273":11059,"_163":11061},"96936289735018",[11060],"2df0096bb14d22b47ad0797513e785c6","do to basically solve for this.",[11063,11065,11067,11069,11071,11073,11075,11077,11079,11081],{"_45":10988,"_31":4592,"_4593":11064},"00:32:34.690",{"_45":10996,"_31":4592,"_4593":11066},"00:32:38.150",{"_45":11004,"_31":4592,"_4593":11068},"00:32:41.970",{"_45":11012,"_31":4592,"_4593":11070},"00:32:45.130",{"_45":11020,"_31":4592,"_4593":11072},"00:32:48.480",{"_45":11028,"_31":4592,"_4593":11074},"00:32:51.970",{"_45":11036,"_31":4592,"_4593":11076},"00:32:55.120",{"_45":11044,"_31":4592,"_4593":11078},"00:32:58.420",{"_45":11052,"_31":4592,"_4593":11080},"00:33:01.200",{"_45":11060,"_31":4592,"_4593":11082},"00:33:04.540",{"_45":11084,"_31":267,"_268":11085,"_276":11090,"_278":327},"f269b987a12d",[11086],{"_45":11087,"_31":272,"_273":11088,"_163":11089},"f269b987a12d0",[],"Treating Customers as a Marketing Channel",[],{"_45":11092,"_31":267,"_268":11093,"_276":11174,"_278":279},"bfbac433b902",[11094,11099,11102,11107,11110,11115,11118,11123,11126,11131,11134,11139,11142,11147,11150,11155,11158,11163,11166,11171],{"_45":11095,"_31":272,"_273":11096,"_163":11098},"bfbac433b9020",[11097],"38da3d9c59254da822a39be4462c72a1","Before the point of failure, the most obvious thing is exploration",{"_45":11100,"_31":272,"_273":11101,"_163":1171},"bfbac433b9021",[],{"_45":11103,"_31":272,"_273":11104,"_163":11106},"bfbac433b9022",[11105],"1e8ffb6943cdde2f30f9840a5a45ee22","tracking. Just to give some tidbits here, if you're not going to put",{"_45":11108,"_31":272,"_273":11109,"_163":1171},"bfbac433b9023",[],{"_45":11111,"_31":272,"_273":11112,"_163":11114},"bfbac433b9024",[11113],"2e2bbe3cc8bb09f9146f8a3cea6fea7a","in the effort to study the data, do not",{"_45":11116,"_31":272,"_273":11117,"_163":1171},"bfbac433b9025",[],{"_45":11119,"_31":272,"_273":11120,"_163":11122},"bfbac433b9026",[11121],"edb779f6c287fd327aadf6ebab021b7c","send emails for expiration updating.",{"_45":11124,"_31":272,"_273":11125,"_163":1171},"bfbac433b9027",[],{"_45":11127,"_31":272,"_273":11128,"_163":11130},"bfbac433b9028",[11129],"e179ad2a19d99a516912752cc9099e8d","Emails typically increase active cancellations by about 10-20%.",{"_45":11132,"_31":272,"_273":11133,"_163":1171},"bfbac433b9029",[],{"_45":11135,"_31":272,"_273":11136,"_163":11138},"bfbac433b90210",[11137],"edae539f0b4264f8a8b93431c704fe03","So use in-app notifications here.",{"_45":11140,"_31":272,"_273":11141,"_163":1171},"bfbac433b90211",[],{"_45":11143,"_31":272,"_273":11144,"_163":11146},"bfbac433b90212",[11145],"c9958d891ce1069471af13d68f42afbe","And I wrote a lot on this so I can send more details, but",{"_45":11148,"_31":272,"_273":11149,"_163":1171},"bfbac433b90213",[],{"_45":11151,"_31":272,"_273":11152,"_163":11154},"bfbac433b90214",[11153],"9fbc8e48be2f31c390a4941e24020560","typically like actual in-app notifications that will come into",{"_45":11156,"_31":272,"_273":11157,"_163":1171},"bfbac433b90215",[],{"_45":11159,"_31":272,"_273":11160,"_163":11162},"bfbac433b90216",[11161],"0defe0dbfd1ef8da372836d27f84648d","the user's field of vision, rather than just a persistent",{"_45":11164,"_31":272,"_273":11165,"_163":1171},"bfbac433b90217",[],{"_45":11167,"_31":272,"_273":11168,"_163":11170},"bfbac433b90218",[11169],"20f1e774cc4a58d0bdbdd78b447fb048","bar inside the app, works much, much better as well.",{"_45":11172,"_31":272,"_273":11173,"_163":4589},"bfbac433b90219",[],[11175,11177,11179,11181,11183,11185,11187,11189,11191,11193],{"_45":11097,"_31":4592,"_4593":11176},"00:33:06.820",{"_45":11105,"_31":4592,"_4593":11178},"00:33:10.280",{"_45":11113,"_31":4592,"_4593":11180},"00:33:13.750",{"_45":11121,"_31":4592,"_4593":11182},"00:33:16.920",{"_45":11129,"_31":4592,"_4593":11184},"00:33:20.580",{"_45":11137,"_31":4592,"_4593":11186},"00:33:24.230",{"_45":11145,"_31":4592,"_4593":11188},"00:33:27.390",{"_45":11153,"_31":4592,"_4593":11190},"00:33:30.920",{"_45":11161,"_31":4592,"_4593":11192},"00:33:34.340",{"_45":11169,"_31":4592,"_4593":11194},"00:33:37.680",{"_45":11196,"_31":267,"_268":11197,"_276":11231,"_278":279},"e5ff767d46d1",[11198,11203,11208,11213,11218,11223,11228],{"_45":11199,"_31":272,"_273":11200,"_163":11202},"e5ff767d46d10",[11201],"5adc45f76af9fdb55f33c4fa987a0ed9","If you want to get more advanced and actually study the payment data, ",{"_45":11204,"_31":272,"_273":11205,"_163":11207},"e5ff767d46d11",[11206],"2ade7a5b96b72f731da3e8df5247c255","this is where you'll start to add things like, ",{"_45":11209,"_31":272,"_273":11210,"_163":11212},"e5ff767d46d12",[11211],"29688d33d3ad6dd029b17431821c7744","\"Oh, we noticed these debit cards, they always fail every X months. ",{"_45":11214,"_31":272,"_273":11215,"_163":11217},"e5ff767d46d13",[11216],"bf6cf1bd46ad8240c6a9779a4bd374e3","We're going to get ahead of them as well.\" But don't worry about that too much if you're not going to ",{"_45":11219,"_31":272,"_273":11220,"_163":11222},"e5ff767d46d14",[11221],"55180b3bad03161638ade6b1f9525e17","spend the time. Just expiration tracking is a good starting point. ",{"_45":11224,"_31":272,"_273":11225,"_163":11227},"e5ff767d46d15",[11226],"c8a747ea9093f140faf854247f97f928","And then after the point of failure, there's a bunch of things you can do. ",{"_45":11229,"_31":272,"_273":11230,"_163":4589},"e5ff767d46d16",[],[11232,11234,11236,11238,11240,11242],{"_45":11201,"_31":4592,"_4593":11233},"00:33:41.000",{"_45":11206,"_31":4592,"_4593":11235},"00:33:44.230",{"_45":11211,"_31":4592,"_4593":11237},"00:33:47.950",{"_45":11216,"_31":4592,"_4593":11239},"00:33:51.320",{"_45":11221,"_31":4592,"_4593":11241},"00:33:54.790",{"_45":11226,"_31":4592,"_4593":11243},"00:33:57.900",{"_45":11245,"_31":267,"_268":11246,"_276":11332,"_278":279},"dbd578a88d16",[11247,11252,11255,11260,11263,11268,11271,11276,11279,11284,11287,11292,11295,11300,11303,11308,11311,11316,11319,11324,11327],{"_45":11248,"_31":272,"_273":11249,"_163":11251},"dbd578a88d160",[11250],"468564e3640fe9d2c7bbc8cbd94eeef5","The bulk of recovery is going to come from email, in-app and",{"_45":11253,"_31":272,"_273":11254,"_163":1171},"dbd578a88d161",[],{"_45":11256,"_31":272,"_273":11257,"_163":11259},"dbd578a88d162",[11258],"f9732144c7255848c922966fa1d34ddb","SMS. But what I will say is,",{"_45":11261,"_31":272,"_273":11262,"_163":1171},"dbd578a88d163",[],{"_45":11264,"_31":272,"_273":11265,"_163":11267},"dbd578a88d164",[11266],"29b14b29fbe2df0d32853ea272074e15","the instinct is, \"Oh, let's create really beautiful emails.\"",{"_45":11269,"_31":272,"_273":11270,"_163":1171},"dbd578a88d165",[],{"_45":11272,"_31":272,"_273":11273,"_163":11275},"dbd578a88d166",[11274],"99c2a27aae452c40c8f79d5ff4c04271","Beautiful emails actually don't perform that well.",{"_45":11277,"_31":272,"_273":11278,"_163":1171},"dbd578a88d167",[],{"_45":11280,"_31":272,"_273":11281,"_163":11283},"dbd578a88d168",[11282],"27bf811ba7b43db0eb21c7f731422ff8","The plain text, \"Hey,",{"_45":11285,"_31":272,"_273":11286,"_163":1171},"dbd578a88d169",[],{"_45":11288,"_31":272,"_273":11289,"_163":11291},"dbd578a88d1610",[11290],"2696deb3c0ca945bfe83999feda41be8","John, Patrick here from ProfitWell.",{"_45":11293,"_31":272,"_273":11294,"_163":1171},"dbd578a88d1611",[],{"_45":11296,"_31":272,"_273":11297,"_163":11299},"dbd578a88d1612",[11298],"00756b671200b8d54b3e9a6cb686feb2","It looks like your credit card failed.",{"_45":11301,"_31":272,"_273":11302,"_163":1171},"dbd578a88d1613",[],{"_45":11304,"_31":272,"_273":11305,"_163":11307},"dbd578a88d1614",[11306],"a594e3cf6cfc1cf157c1ce79f1cdbc20","Could you update it for me?\" Those emails work so much",{"_45":11309,"_31":272,"_273":11310,"_163":1171},"dbd578a88d1615",[],{"_45":11312,"_31":272,"_273":11313,"_163":11315},"dbd578a88d1616",[11314],"76e3307f03742264e761a81403d79a6a","better. There's a little bit of a reciprocity that happens where",{"_45":11317,"_31":272,"_273":11318,"_163":1171},"dbd578a88d1617",[],{"_45":11320,"_31":272,"_273":11321,"_163":11323},"dbd578a88d1618",[11322],"cd82a82baa1b5446dca7fb949f162f19","people will either respond, \"No, I don't want the product anymore,\" or they'll",{"_45":11325,"_31":272,"_273":11326,"_163":1171},"dbd578a88d1619",[],{"_45":11328,"_31":272,"_273":11329,"_163":11331},"dbd578a88d1620",[11330],"c71e739ce6bc4a678e3b1a57d1b916e0","fix it because they don't want to let the person that's sending the email down.",[11333,11335,11337,11339,11341,11343,11345,11347,11349,11351,11353],{"_45":11250,"_31":4592,"_4593":11334},"00:34:01.700",{"_45":11258,"_31":4592,"_4593":11336},"00:34:04.920",{"_45":11266,"_31":4592,"_4593":11338},"00:34:09.380",{"_45":11274,"_31":4592,"_4593":11340},"00:34:12.590",{"_45":11282,"_31":4592,"_4593":11342},"00:34:15.210",{"_45":11290,"_31":4592,"_4593":11344},"00:34:18.730",{"_45":11298,"_31":4592,"_4593":11346},"00:34:20.640",{"_45":11306,"_31":4592,"_4593":11348},"00:34:22.450",{"_45":11314,"_31":4592,"_4593":11350},"00:34:25.980",{"_45":11322,"_31":4592,"_4593":11352},"00:34:29.810",{"_45":11330,"_31":4592,"_4593":11354},"00:34:33.130",{"_45":11356,"_31":267,"_268":11357,"_276":11454,"_278":279},"bf93f50aa665",[11358,11363,11366,11371,11374,11379,11382,11387,11390,11395,11398,11403,11406,11411,11414,11419,11422,11427,11430,11435,11438,11443,11446,11451],{"_45":11359,"_31":272,"_273":11360,"_163":11362},"bf93f50aa6650",[11361],"5a4b6e605ab0c839c7c3ce2681fcdcda","Whereas very heavily branded emails are really easy to ignore.",{"_45":11364,"_31":272,"_273":11365,"_163":1171},"bf93f50aa6651",[],{"_45":11367,"_31":272,"_273":11368,"_163":11370},"bf93f50aa6652",[11369],"e11bd205a449816517f0b30fa8288b67","And then in-app is a really good place here.",{"_45":11372,"_31":272,"_273":11373,"_163":1171},"bf93f50aa6653",[],{"_45":11375,"_31":272,"_273":11376,"_163":11378},"bf93f50aa6654",[11377],"a7154666040cfb2bcd27f5e57a2a6f75","And SMS, if you have it, got to be careful.",{"_45":11380,"_31":272,"_273":11381,"_163":1171},"bf93f50aa6655",[],{"_45":11383,"_31":272,"_273":11384,"_163":11386},"bf93f50aa6656",[11385],"9de8a246de988484bd25c44ed2243331","I always recommend just one SMS message.",{"_45":11388,"_31":272,"_273":11389,"_163":1171},"bf93f50aa6657",[],{"_45":11391,"_31":272,"_273":11392,"_163":11394},"bf93f50aa6658",[11393],"891178e2f6591ff09772b36bf55aa8f9","They typically have 90-plus open rates.",{"_45":11396,"_31":272,"_273":11397,"_163":1171},"bf93f50aa6659",[],{"_45":11399,"_31":272,"_273":11400,"_163":11402},"bf93f50aa66510",[11401],"6880acd3330c4bf41a248d02df91b01d","So if you see an SMS message",{"_45":11404,"_31":272,"_273":11405,"_163":1171},"bf93f50aa66511",[],{"_45":11407,"_31":272,"_273":11408,"_163":11410},"bf93f50aa66512",[11409],"2d017844c226699c5bcae26345428fd4","and you ignore it, it's a pretty good signal that you",{"_45":11412,"_31":272,"_273":11413,"_163":1171},"bf93f50aa66513",[],{"_45":11415,"_31":272,"_273":11416,"_163":11418},"bf93f50aa66514",[11417],"ca2039fb27bfc9bc0dc6d91044408703","shouldn't send another one.",{"_45":11420,"_31":272,"_273":11421,"_163":1171},"bf93f50aa66515",[],{"_45":11423,"_31":272,"_273":11424,"_163":11426},"bf93f50aa66516",[11425],"854eb200e0b4816c38a28dcb1e83721f","And then the one technical thing I would do is make it so your user doesn't have to",{"_45":11428,"_31":272,"_273":11429,"_163":1171},"bf93f50aa66517",[],{"_45":11431,"_31":272,"_273":11432,"_163":11434},"bf93f50aa66518",[11433],"bd227e6904060d6d54b6fcdf29e8ef59","sign in to update their payment information.",{"_45":11436,"_31":272,"_273":11437,"_163":1171},"bf93f50aa66519",[],{"_45":11439,"_31":272,"_273":11440,"_163":11442},"bf93f50aa66520",[11441],"c39c3807ba4fbd9c33cd1d385c1a0e16","It's a good little friction point.",{"_45":11444,"_31":272,"_273":11445,"_163":1171},"bf93f50aa66521",[],{"_45":11447,"_31":272,"_273":11448,"_163":11450},"bf93f50aa66522",[11449],"91df9ef0ced5803660375f5e3934620d","We see the biggest drop-off if they have to sign in.",{"_45":11452,"_31":272,"_273":11453,"_163":4589},"bf93f50aa66523",[],[11455,11457,11459,11461,11463,11465,11467,11469,11471,11473,11475,11477],{"_45":11361,"_31":4592,"_4593":11456},"00:34:37.130",{"_45":11369,"_31":4592,"_4593":11458},"00:34:40.680",{"_45":11377,"_31":4592,"_4593":11460},"00:34:42.540",{"_45":11385,"_31":4592,"_4593":11462},"00:34:44.730",{"_45":11393,"_31":4592,"_4593":11464},"00:34:46.980",{"_45":11401,"_31":4592,"_4593":11466},"00:34:49.780",{"_45":11409,"_31":4592,"_4593":11468},"00:34:53.070",{"_45":11417,"_31":4592,"_4593":11470},"00:34:56.440",{"_45":11425,"_31":4592,"_4593":11472},"00:34:59.750",{"_45":11433,"_31":4592,"_4593":11474},"00:35:03.080",{"_45":11441,"_31":4592,"_4593":11476},"00:35:06.430",{"_45":11449,"_31":4592,"_4593":11478},"00:35:08.470",{"_45":11480,"_31":267,"_268":11481,"_276":11559,"_278":279},"c82f878a8aa4",[11482,11487,11490,11495,11498,11503,11506,11511,11514,11519,11522,11527,11530,11535,11538,11543,11546,11551,11554],{"_45":11483,"_31":272,"_273":11484,"_163":11486},"c82f878a8aa40",[11485],"7ce680e75c9b00c10809f8e1bd9802fe","There's some good technology you can use, we have this in our product, but you",{"_45":11488,"_31":272,"_273":11489,"_163":1171},"c82f878a8aa41",[],{"_45":11491,"_31":272,"_273":11492,"_163":11494},"c82f878a8aa42",[11493],"587eaf5acb8d0518afb3c1b63c6f98a0","could build it yourself, I'm sure with some work, to figure out how to",{"_45":11496,"_31":272,"_273":11497,"_163":1171},"c82f878a8aa43",[],{"_45":11499,"_31":272,"_273":11500,"_163":11502},"c82f878a8aa44",[11501],"15bdc982be9f891a4e6f1258d4e7caff","get that updated payment info without that friction.",{"_45":11504,"_31":272,"_273":11505,"_163":1171},"c82f878a8aa45",[],{"_45":11507,"_31":272,"_273":11508,"_163":11510},"c82f878a8aa46",[11509],"20be97b636a420dcec43927fe122b21d","And then the one last thing I'll say is, please make sure you lock",{"_45":11512,"_31":272,"_273":11513,"_163":1171},"c82f878a8aa47",[],{"_45":11515,"_31":272,"_273":11516,"_163":11518},"c82f878a8aa48",[11517],"f0396862ef945c9fe634bf6de8167671","out your customers who aren't paying you.",{"_45":11520,"_31":272,"_273":11521,"_163":1171},"c82f878a8aa49",[],{"_45":11523,"_31":272,"_273":11524,"_163":11526},"c82f878a8aa410",[11525],"a10e36de51a7ead6f6333c30abd4f43a","I know that comes off a little condescending, but the reason I say",{"_45":11528,"_31":272,"_273":11529,"_163":1171},"c82f878a8aa411",[],{"_45":11531,"_31":272,"_273":11532,"_163":11534},"c82f878a8aa412",[11533],"929a1e3d77dcaf0f407ff66a5a5bde68","that is there's typically one out of 15-20 companies where",{"_45":11536,"_31":272,"_273":11537,"_163":1171},"c82f878a8aa413",[],{"_45":11539,"_31":272,"_273":11540,"_163":11542},"c82f878a8aa414",[11541],"a8124c1fb74e2ec17a81f6c8c4b21211","whoever was in the billing was setting up flows to maybe",{"_45":11544,"_31":272,"_273":11545,"_163":1171},"c82f878a8aa415",[],{"_45":11547,"_31":272,"_273":11548,"_163":11550},"c82f878a8aa416",[11549],"b25097ff5c78a1ccc350e6bb378c12d0","treat people who are delinquent different than people who actively",{"_45":11552,"_31":272,"_273":11553,"_163":1171},"c82f878a8aa417",[],{"_45":11555,"_31":272,"_273":11556,"_163":11558},"c82f878a8aa418",[11557],"d9aa5531620a911d122cf0caac82f957","cancel, which is the right move.",[11560,11562,11564,11566,11568,11570,11572,11574,11576,11578],{"_45":11485,"_31":4592,"_4593":11561},"00:35:10.980",{"_45":11493,"_31":4592,"_4593":11563},"00:35:14.360",{"_45":11501,"_31":4592,"_4593":11565},"00:35:17.830",{"_45":11509,"_31":4592,"_4593":11567},"00:35:19.690",{"_45":11517,"_31":4592,"_4593":11569},"00:35:23.050",{"_45":11525,"_31":4592,"_4593":11571},"00:35:25.340",{"_45":11533,"_31":4592,"_4593":11573},"00:35:28.680",{"_45":11541,"_31":4592,"_4593":11575},"00:35:32.440",{"_45":11549,"_31":4592,"_4593":11577},"00:35:35.900",{"_45":11557,"_31":4592,"_4593":11579},"00:35:39.280",{"_45":11581,"_31":267,"_268":11582,"_276":11655,"_278":279},"e02f54abc5a3",[11583,11588,11591,11596,11599,11604,11607,11612,11615,11620,11623,11628,11631,11636,11639,11644,11647,11652],{"_45":11584,"_31":272,"_273":11585,"_163":11587},"e02f54abc5a30",[11586],"4a581e0bda97eafb7c353824af51e624","They close the loop for the people who actively cancel, locking them out of the app,",{"_45":11589,"_31":272,"_273":11590,"_163":1171},"e02f54abc5a31",[],{"_45":11592,"_31":272,"_273":11593,"_163":11595},"e02f54abc5a32",[11594],"04ca6812ad5169617f673a98562f8b7c","but there's a certain portion, it's not a majority by any means, it's one out of",{"_45":11597,"_31":272,"_273":11598,"_163":1171},"e02f54abc5a33",[],{"_45":11600,"_31":272,"_273":11601,"_163":11603},"e02f54abc5a34",[11602],"7131bb452bba77110d82efe0c9cb0488","15-20, which is not a lot, but of those people, they don't close the loop",{"_45":11605,"_31":272,"_273":11606,"_163":1171},"e02f54abc5a35",[],{"_45":11608,"_31":272,"_273":11609,"_163":11611},"e02f54abc5a36",[11610],"83d62546f4f492c6eeb0c60b9c547b2b","for the delinquencies. They keep them in this purgatory.",{"_45":11613,"_31":272,"_273":11614,"_163":1171},"e02f54abc5a37",[],{"_45":11616,"_31":272,"_273":11617,"_163":11619},"e02f54abc5a38",[11618],"16057051d1a1ea1be46e96eabd16aa16","And so I've been on calls where we've been talking about this, and",{"_45":11621,"_31":272,"_273":11622,"_163":1171},"e02f54abc5a39",[],{"_45":11624,"_31":272,"_273":11625,"_163":11627},"e02f54abc5a310",[11626],"a51cfe98637727daa173b67cc319fc5c","I always say this now because there was one company, and this is a",{"_45":11629,"_31":272,"_273":11630,"_163":1171},"e02f54abc5a311",[],{"_45":11632,"_31":272,"_273":11633,"_163":11635},"e02f54abc5a312",[11634],"6bdd46cd1b336a301df9ff065f23ab3f","fun one to talk about, where they had the equivalent of",{"_45":11637,"_31":272,"_273":11638,"_163":1171},"e02f54abc5a313",[],{"_45":11640,"_31":272,"_273":11641,"_163":11643},"e02f54abc5a314",[11642],"38a891a9729da909ffc29de8a53f034f","about $10 million in annual revenue using the product",{"_45":11645,"_31":272,"_273":11646,"_163":1171},"e02f54abc5a315",[],{"_45":11648,"_31":272,"_273":11649,"_163":11651},"e02f54abc5a316",[11650],"ab52e355eace19f19c12d6816f634f0e","and they weren't locking them out.",{"_45":11653,"_31":272,"_273":11654,"_163":4589},"e02f54abc5a317",[],[11656,11658,11660,11662,11664,11666,11668,11670,11672],{"_45":11586,"_31":4592,"_4593":11657},"00:35:41.260",{"_45":11594,"_31":4592,"_4593":11659},"00:35:45.140",{"_45":11602,"_31":4592,"_4593":11661},"00:35:48.680",{"_45":11610,"_31":4592,"_4593":11663},"00:35:52.150",{"_45":11618,"_31":4592,"_4593":11665},"00:35:54.230",{"_45":11626,"_31":4592,"_4593":11667},"00:35:57.680",{"_45":11634,"_31":4592,"_4593":11669},"00:36:01.050",{"_45":11642,"_31":4592,"_4593":11671},"00:36:04.420",{"_45":11650,"_31":4592,"_4593":11673},"00:36:08.180",{"_45":11675,"_31":267,"_268":11676,"_276":11722,"_278":279},"f7bd077a7ab4",[11677,11682,11687,11692,11697,11702,11707,11712,11717],{"_45":11678,"_31":272,"_273":11679,"_163":11681},"f7bd077a7ab40",[11680],"50584ae810389244c911e3ea78e84150","basically they started locking people out ",{"_45":11683,"_31":272,"_273":11684,"_163":11686},"f7bd077a7ab41",[11685],"71eef80aaa0e0476d54985213949dc68","and I think they didn't recover everyone, but they recovered, I think, six to ",{"_45":11688,"_31":272,"_273":11689,"_163":11691},"f7bd077a7ab42",[11690],"1537ad8a941799233f89cdb1b1ab768e","seven million, which was the greatest growth hack ever, ",{"_45":11693,"_31":272,"_273":11694,"_163":11696},"f7bd077a7ab43",[11695],"953283f36ce7a8d28ce362981220d3c2","which is not really a growth hack, but it was a really, really good day ",{"_45":11698,"_31":272,"_273":11699,"_163":11701},"f7bd077a7ab44",[11700],"9367ac1fe72f27141682fbbdbd78896c","for them. And I can go deeper. ",{"_45":11703,"_31":272,"_273":11704,"_163":11706},"f7bd077a7ab45",[11705],"0c0e2eedba51a060ea84f0fbc4e89a94","There's a bunch of other things around like smart retries using Stripe's ",{"_45":11708,"_31":272,"_273":11709,"_163":11711},"f7bd077a7ab46",[11710],"5cd63969aeac5e4e530c524cadb1aed3","billing systems versus your own, these types of things that I can get into. ",{"_45":11713,"_31":272,"_273":11714,"_163":11716},"f7bd077a7ab47",[11715],"5e51d591ea17e0e259979c3d07b96a5e","But yeah, I think hopefully it's enough. ",{"_45":11718,"_31":272,"_273":11719,"_163":11721},"f7bd077a7ab48",[11720],"93cbc07316dea2fc75038201fe659648","Lot of information, lot of stuff going down here. ",[11723,11725,11727,11729,11731,11733,11735,11737,11739],{"_45":11680,"_31":4592,"_4593":11724},"00:36:10.490",{"_45":11685,"_31":4592,"_4593":11726},"00:36:14.000",{"_45":11690,"_31":4592,"_4593":11728},"00:36:17.500",{"_45":11695,"_31":4592,"_4593":11730},"00:36:20.850",{"_45":11700,"_31":4592,"_4593":11732},"00:36:24.300",{"_45":11705,"_31":4592,"_4593":11734},"00:36:26.140",{"_45":11710,"_31":4592,"_4593":11736},"00:36:29.460",{"_45":11715,"_31":4592,"_4593":11738},"00:36:32.320",{"_45":11720,"_31":4592,"_4593":11740},"00:36:35.350",{"_45":11742,"_31":267,"_268":11743,"_276":11748,"_278":327},"f3b1ea1f905d",[11744],{"_45":11745,"_31":272,"_273":11746,"_163":11747},"f3b1ea1f905d0",[],"Recap: Retention & The Game of Incremental Optimization",[],{"_45":11750,"_31":267,"_268":11751,"_276":11856,"_278":279},"4dd084dac102",[11752,11757,11760,11765,11768,11773,11776,11781,11784,11789,11792,11797,11800,11805,11808,11813,11816,11821,11824,11829,11832,11837,11840,11845,11848,11853],{"_45":11753,"_31":272,"_273":11754,"_163":11756},"4dd084dac1020",[11755],"5434c462ac0e0514177bdffbed61909c","Just to recap before we get to",{"_45":11758,"_31":272,"_273":11759,"_163":1171},"4dd084dac1021",[],{"_45":11761,"_31":272,"_273":11762,"_163":11764},"4dd084dac1022",[11763],"7127b256c8a7875a262dc27a066012b3","Q&A. The biggest thing that I would mention here, it's a",{"_45":11766,"_31":272,"_273":11767,"_163":1171},"4dd084dac1023",[],{"_45":11769,"_31":272,"_273":11770,"_163":11772},"4dd084dac1024",[11771],"de14627b2f4bfbc240e9016b90ab57e3","game of incremental optimization.",{"_45":11774,"_31":272,"_273":11775,"_163":1171},"4dd084dac1025",[],{"_45":11777,"_31":272,"_273":11778,"_163":11780},"4dd084dac1026",[11779],"c3942a820bb43cbf3a41e06e74eae5c0","That's the biggest thing to think about.",{"_45":11782,"_31":272,"_273":11783,"_163":1171},"4dd084dac1027",[],{"_45":11785,"_31":272,"_273":11786,"_163":11788},"4dd084dac1028",[11787],"021bfb21ef4acf00e8eb2472d47aada6","When you're looking at this spectrum",{"_45":11790,"_31":272,"_273":11791,"_163":1171},"4dd084dac1029",[],{"_45":11793,"_31":272,"_273":11794,"_163":11796},"4dd084dac10210",[11795],"d868e595145b88dabf03a32e8bd3556a","here, you got a lot of things that you can focus",{"_45":11798,"_31":272,"_273":11799,"_163":1171},"4dd084dac10211",[],{"_45":11801,"_31":272,"_273":11802,"_163":11804},"4dd084dac10212",[11803],"5e51b23dc58f3353fd2d211fe11cbe36","on. I think in the early days, understanding your user,",{"_45":11806,"_31":272,"_273":11807,"_163":1171},"4dd084dac10213",[],{"_45":11809,"_31":272,"_273":11810,"_163":11812},"4dd084dac10214",[11811],"5be13034239c28b34e6c1c33fc816140","your segments, that's going to pay off a lot.",{"_45":11814,"_31":272,"_273":11815,"_163":1171},"4dd084dac10215",[],{"_45":11817,"_31":272,"_273":11818,"_163":11820},"4dd084dac10216",[11819],"b2d5f5d5cf1135a3a908002d57cce033","Getting your value metric right and then setting up some of the basics of some of the tactics",{"_45":11822,"_31":272,"_273":11823,"_163":1171},"4dd084dac10217",[],{"_45":11825,"_31":272,"_273":11826,"_163":11828},"4dd084dac10218",[11827],"b533c2e7814c2d48242c9fdb1dd51cb8","here are super, super useful.",{"_45":11830,"_31":272,"_273":11831,"_163":1171},"4dd084dac10219",[],{"_45":11833,"_31":272,"_273":11834,"_163":11836},"4dd084dac10220",[11835],"101d1d79a04cfd51d2a06c5d13fa244c","As you get larger or as you get obviously more revenue or there's more at",{"_45":11838,"_31":272,"_273":11839,"_163":1171},"4dd084dac10221",[],{"_45":11841,"_31":272,"_273":11842,"_163":11844},"4dd084dac10222",[11843],"8bd34dd7bbf51ccc61a0a7f1f67c466a","risk, starting to use more of these tactics and just double",{"_45":11846,"_31":272,"_273":11847,"_163":1171},"4dd084dac10223",[],{"_45":11849,"_31":272,"_273":11850,"_163":11852},"4dd084dac10224",[11851],"be68d377741f0bdce112e07c784818b2","down on some of those strategic bets is super, super important.",{"_45":11854,"_31":272,"_273":11855,"_163":4589},"4dd084dac10225",[],[11857,11859,11861,11863,11865,11867,11869,11871,11873,11875,11877,11879,11881],{"_45":11755,"_31":4592,"_4593":11858},"00:36:38.560",{"_45":11763,"_31":4592,"_4593":11860},"00:36:42.230",{"_45":11771,"_31":4592,"_4593":11862},"00:36:45.660",{"_45":11779,"_31":4592,"_4593":11864},"00:36:47.430",{"_45":11787,"_31":4592,"_4593":11866},"00:36:49.710",{"_45":11795,"_31":4592,"_4593":11868},"00:36:52.980",{"_45":11803,"_31":4592,"_4593":11870},"00:36:56.110",{"_45":11811,"_31":4592,"_4593":11872},"00:36:59.530",{"_45":11819,"_31":4592,"_4593":11874},"00:37:02.480",{"_45":11827,"_31":4592,"_4593":11876},"00:37:06.360",{"_45":11835,"_31":4592,"_4593":11878},"00:37:08.820",{"_45":11843,"_31":4592,"_4593":11880},"00:37:12.370",{"_45":11851,"_31":4592,"_4593":11882},"00:37:15.670",{"_45":11884,"_31":267,"_268":11885,"_276":11934,"_278":279},"49b59d0875f7",[11886,11891,11896,11901,11906,11911,11916,11921,11926,11931],{"_45":11887,"_31":272,"_273":11888,"_163":11890},"49b59d0875f70",[11889],"839e542e8de64904dd0df09c55a64e76","We talked about these three big areas. ",{"_45":11892,"_31":272,"_273":11893,"_163":11895},"49b59d0875f71",[11894],"68880c998ecfe5f95b3d7be93eef1010","You got your active cancellations. ",{"_45":11897,"_31":272,"_273":11898,"_163":11900},"49b59d0875f72",[11899],"eaa024e4c6db6a117e2dfcd3e03a323b","And this is how I would start is just by tracking these three ",{"_45":11902,"_31":272,"_273":11903,"_163":11905},"49b59d0875f73",[11904],"d8ded800c5d01d37a5613ada76917eec","areas. I see a lot of businesses, they don't even know what their ",{"_45":11907,"_31":272,"_273":11908,"_163":11910},"49b59d0875f74",[11909],"5ae7b0cfdf1454947bce017109ab56aa","active cancellations look like versus their expansion revenue, et cetera, let ",{"_45":11912,"_31":272,"_273":11913,"_163":11915},"49b59d0875f75",[11914],"1991403a19862c35ae866ae593894bb1","alone what their net retention looks like. ",{"_45":11917,"_31":272,"_273":11918,"_163":11920},"49b59d0875f76",[11919],"f32dca84dbf622753e9474998b2326ca","Like all things, once you start tracking, you tend to improve it or at least ",{"_45":11922,"_31":272,"_273":11923,"_163":11925},"49b59d0875f77",[11924],"858167b376c13eae0047f5458a8bc39d","realize what you're giving up, which I think is the first step in ",{"_45":11927,"_31":272,"_273":11928,"_163":11930},"49b59d0875f78",[11929],"cca4c8d3a25d03394c8e538d1f2a1c06","anything. ",{"_45":11932,"_31":272,"_273":11933,"_163":4589},"49b59d0875f79",[],[11935,11937,11939,11941,11943,11945,11947,11949,11951],{"_45":11889,"_31":4592,"_4593":11936},"00:37:19.360",{"_45":11894,"_31":4592,"_4593":11938},"00:37:21.930",{"_45":11899,"_31":4592,"_4593":11940},"00:37:23.220",{"_45":11904,"_31":4592,"_4593":11942},"00:37:26.460",{"_45":11909,"_31":4592,"_4593":11944},"00:37:29.710",{"_45":11914,"_31":4592,"_4593":11946},"00:37:33.050",{"_45":11919,"_31":4592,"_4593":11948},"00:37:35.990",{"_45":11924,"_31":4592,"_4593":11950},"00:37:39.170",{"_45":11929,"_31":4592,"_4593":11952},"00:37:42.610",{"_45":11954,"_31":267,"_268":11955,"_276":12001,"_278":279},"7ddd61f01477",[11956,11961,11964,11969,11972,11977,11980,11985,11988,11993,11996],{"_45":11957,"_31":272,"_273":11958,"_163":11960},"7ddd61f014770",[11959],"bd14fb188ac5af0d1ab7ea280b8bf90f","The big thing here is, nothing here is rocket science.",{"_45":11962,"_31":272,"_273":11963,"_163":1171},"7ddd61f014771",[],{"_45":11965,"_31":272,"_273":11966,"_163":11968},"7ddd61f014772",[11967],"f7980abeba4c4931eb433e51c1f0bb69","Nothing here is like, \"Oh, you need an advanced degree for or you need to become an expert.\"",{"_45":11970,"_31":272,"_273":11971,"_163":1171},"7ddd61f014773",[],{"_45":11973,"_31":272,"_273":11974,"_163":11976},"7ddd61f014774",[11975],"c6e2a694e894c2a8d6541c1f7f71271f","A lot of it's just the effort in breaking down the problem.",{"_45":11978,"_31":272,"_273":11979,"_163":1171},"7ddd61f014775",[],{"_45":11981,"_31":272,"_273":11982,"_163":11984},"7ddd61f014776",[11983],"87126e21371e03a1474aed9fb93eee15","And so if you ever have any questions, feel free to hit me up.",{"_45":11986,"_31":272,"_273":11987,"_163":1171},"7ddd61f014777",[],{"_45":11989,"_31":272,"_273":11990,"_163":11992},"7ddd61f014778",[11991],"826e30c089df160f3af64cbb865a13bc","We've written a ton on this. There's a lot of data we publish on this.",{"_45":11994,"_31":272,"_273":11995,"_163":1171},"7ddd61f014779",[],{"_45":11997,"_31":272,"_273":11998,"_163":12000},"7ddd61f0147710",[11999],"73dc98f8cc38aba2219542f82e9841e1","And of course let's get to some questions.",[12002,12003,12005,12007,12009,12011],{"_45":11959,"_31":4592,"_4593":11952},{"_45":11967,"_31":4592,"_4593":12004},"00:37:46.380",{"_45":11975,"_31":4592,"_4593":12006},"00:37:50.370",{"_45":11983,"_31":4592,"_4593":12008},"00:37:52.650",{"_45":11991,"_31":4592,"_4593":12010},"00:37:55.980",{"_45":11999,"_31":4592,"_4593":12012},"00:37:59.040",{"_45":12014,"_31":267,"_268":12015,"_276":12020,"_278":279},"cece0f8f2bad",[12016],{"_45":12017,"_31":272,"_273":12018,"_163":12019},"cece0f8f2bad0",[],"Q&A",[],{"_45":12022,"_31":267,"_268":12023,"_276":12028,"_278":327},"534382161798",[12024],{"_45":12025,"_31":272,"_273":12026,"_163":12027},"5343821617980",[],"Weighing Buyer Personas Against User Personas",[],{"_45":12030,"_31":267,"_268":12031,"_276":12112,"_278":279},"dca3caebeedf",[12032,12037,12040,12045,12048,12053,12056,12061,12064,12069,12072,12077,12080,12085,12088,12093,12096,12101,12104,12109],{"_45":12033,"_31":272,"_273":12034,"_163":12036},"dca3caebeedf0",[12035],"2498fda5d73254697f3a02c8e9bd3604","Yeah, it's a really good question.",{"_45":12038,"_31":272,"_273":12039,"_163":1171},"dca3caebeedf1",[],{"_45":12041,"_31":272,"_273":12042,"_163":12044},"dca3caebeedf2",[12043],"753ea6a9822e74e6232c5be4e8720e5f","So I think the last thing you just said about how much",{"_45":12046,"_31":272,"_273":12047,"_163":1171},"dca3caebeedf3",[],{"_45":12049,"_31":272,"_273":12050,"_163":12052},"dca3caebeedf4",[12051],"43b61e0660f8b49f5837bafabe7c9249","advocacy takes place.",{"_45":12054,"_31":272,"_273":12055,"_163":1171},"dca3caebeedf5",[],{"_45":12057,"_31":272,"_273":12058,"_163":12060},"dca3caebeedf6",[12059],"d8e5477ad070b343fe0bf8ff16887a6a","So there's certain products where the buyer and the user are the same person.",{"_45":12062,"_31":272,"_273":12063,"_163":1171},"dca3caebeedf7",[],{"_45":12065,"_31":272,"_273":12066,"_163":12068},"dca3caebeedf8",[12067],"aabd3dcf67852500e3b91d2785ec803a","There are certain products where the buyer and the user are not the same person, but they're",{"_45":12070,"_31":272,"_273":12071,"_163":1171},"dca3caebeedf9",[],{"_45":12073,"_31":272,"_273":12074,"_163":12076},"dca3caebeedf10",[12075],"ff34a3eadd2e1a21ab41bc41bc71f658","close. So this is like director of engineering and then",{"_45":12078,"_31":272,"_273":12079,"_163":1171},"dca3caebeedf11",[],{"_45":12081,"_31":272,"_273":12082,"_163":12084},"dca3caebeedf12",[12083],"1cbe627a3c0e7233d099c4ceaa035f71","engineers. And then there's products where it's very different,",{"_45":12086,"_31":272,"_273":12087,"_163":1171},"dca3caebeedf13",[],{"_45":12089,"_31":272,"_273":12090,"_163":12092},"dca3caebeedf14",[12091],"e2edbf73bc5c23190ecbc570d35615f5","right? Where I'll sign off on",{"_45":12094,"_31":272,"_273":12095,"_163":1171},"dca3caebeedf15",[],{"_45":12097,"_31":272,"_273":12098,"_163":12100},"dca3caebeedf16",[12099],"0704079ea48d1d091675080f8a59f12c","our AWS stuff, but I am not the person to ask about it.",{"_45":12102,"_31":272,"_273":12103,"_163":1171},"dca3caebeedf17",[],{"_45":12105,"_31":272,"_273":12106,"_163":12108},"dca3caebeedf18",[12107],"557c2346ae5e7cefb6f03831524baa41","Right?",{"_45":12110,"_31":272,"_273":12111,"_163":4589},"dca3caebeedf19",[],[12113,12115,12117,12119,12121,12123,12125,12127,12129,12131],{"_45":12035,"_31":4592,"_4593":12114},"00:38:09.090",{"_45":12043,"_31":4592,"_4593":12116},"00:38:10.260",{"_45":12051,"_31":4592,"_4593":12118},"00:38:13.560",{"_45":12059,"_31":4592,"_4593":12120},"00:38:15.640",{"_45":12067,"_31":4592,"_4593":12122},"00:38:19.220",{"_45":12075,"_31":4592,"_4593":12124},"00:38:22.580",{"_45":12083,"_31":4592,"_4593":12126},"00:38:25.800",{"_45":12091,"_31":4592,"_4593":12128},"00:38:29.060",{"_45":12099,"_31":4592,"_4593":12130},"00:38:32.490",{"_45":12107,"_31":4592,"_4593":12132},"00:38:35.830",{"_45":12134,"_31":267,"_268":12135,"_276":12240,"_278":279},"f07d98e7b438",[12136,12141,12144,12149,12152,12157,12160,12165,12168,12173,12176,12181,12184,12189,12192,12197,12200,12205,12208,12213,12216,12221,12224,12229,12232,12237],{"_45":12137,"_31":272,"_273":12138,"_163":12140},"f07d98e7b4380",[12139],"2ae125dca4f461531697df6864c19464","so in that latter case,",{"_45":12142,"_31":272,"_273":12143,"_163":1171},"f07d98e7b4381",[],{"_45":12145,"_31":272,"_273":12146,"_163":12148},"f07d98e7b4382",[12147],"19be18e57f857f39a6ced65780fd507e","you actually don't have to worry as much.",{"_45":12150,"_31":272,"_273":12151,"_163":1171},"f07d98e7b4383",[],{"_45":12153,"_31":272,"_273":12154,"_163":12156},"f07d98e7b4384",[12155],"358beb8e37da940c96d6ddee3d221685","You almost have to treat your user as the buyer, because in the case",{"_45":12158,"_31":272,"_273":12159,"_163":1171},"f07d98e7b4385",[],{"_45":12161,"_31":272,"_273":12162,"_163":12164},"f07d98e7b4386",[12163],"f4657accf9faef9114c2d92a68c921a3","of our AWS spend or DevOps tools or these types of things,",{"_45":12166,"_31":272,"_273":12167,"_163":1171},"f07d98e7b4387",[],{"_45":12169,"_31":272,"_273":12170,"_163":12172},"f07d98e7b4388",[12171],"ccec4c5b3070139bef4f3aaaca7cb24a","I'm just going to trust our head of engineering and our head of product.",{"_45":12174,"_31":272,"_273":12175,"_163":1171},"f07d98e7b4389",[],{"_45":12177,"_31":272,"_273":12178,"_163":12180},"f07d98e7b43810",[12179],"aea2207eb8600f5e2d1cffe51abe8401","Right? And you might have to care about me a little bit",{"_45":12182,"_31":272,"_273":12183,"_163":1171},"f07d98e7b43811",[],{"_45":12185,"_31":272,"_273":12186,"_163":12188},"f07d98e7b43812",[12187],"79b3d8166e9c090107ec86e4463d38d5","just in terms of terms or something like that, but probably not as",{"_45":12190,"_31":272,"_273":12191,"_163":1171},"f07d98e7b43813",[],{"_45":12193,"_31":272,"_273":12194,"_163":12196},"f07d98e7b43814",[12195],"a5a8307f854bb0d7a78035575f26a6ad","much, but the other two, normally when",{"_45":12198,"_31":272,"_273":12199,"_163":1171},"f07d98e7b43815",[],{"_45":12201,"_31":272,"_273":12202,"_163":12204},"f07d98e7b43816",[12203],"4f834173d063e4600a737c6a9aadc952","there's a disconnect, you want to",{"_45":12206,"_31":272,"_273":12207,"_163":1171},"f07d98e7b43817",[],{"_45":12209,"_31":272,"_273":12210,"_163":12212},"f07d98e7b43818",[12211],"bf30a605fae78515a0981a9cec0c7213","care about the buyer from the actual purchasing",{"_45":12214,"_31":272,"_273":12215,"_163":1171},"f07d98e7b43819",[],{"_45":12217,"_31":272,"_273":12218,"_163":12220},"f07d98e7b43820",[12219],"8e26842e74f0319cecbc2abeffaacc3b","perspective but if that buyer has",{"_45":12222,"_31":272,"_273":12223,"_163":1171},"f07d98e7b43821",[],{"_45":12225,"_31":272,"_273":12226,"_163":12228},"f07d98e7b43822",[12227],"84c88b18a48f7bf26b2c6e28d37be4c8","cancellation authority as well, you tend",{"_45":12230,"_31":272,"_273":12231,"_163":1171},"f07d98e7b43823",[],{"_45":12233,"_31":272,"_273":12234,"_163":12236},"f07d98e7b43824",[12235],"672c9aa1ea081b3ccdca7f9ea2e6d8fb","to want to worry about them a little bit more when it comes to retention.",{"_45":12238,"_31":272,"_273":12239,"_163":4589},"f07d98e7b43825",[],[12241,12242,12244,12246,12248,12250,12252,12254,12256,12258,12260,12262,12264],{"_45":12139,"_31":4592,"_4593":12132},{"_45":12147,"_31":4592,"_4593":12243},"00:38:39.430",{"_45":12155,"_31":4592,"_4593":12245},"00:38:41.230",{"_45":12163,"_31":4592,"_4593":12247},"00:38:44.660",{"_45":12171,"_31":4592,"_4593":12249},"00:38:48.190",{"_45":12179,"_31":4592,"_4593":12251},"00:38:51.360",{"_45":12187,"_31":4592,"_4593":12253},"00:38:55.320",{"_45":12195,"_31":4592,"_4593":12255},"00:38:58.760",{"_45":12203,"_31":4592,"_4593":12257},"00:39:02.210",{"_45":12211,"_31":4592,"_4593":12259},"00:39:05.750",{"_45":12219,"_31":4592,"_4593":12261},"00:39:08.710",{"_45":12227,"_31":4592,"_4593":12263},"00:39:11.490",{"_45":12235,"_31":4592,"_4593":12265},"00:39:14.970",{"_45":12267,"_31":267,"_268":12268,"_276":12338,"_278":279},"5b825be36d7f",[12269,12274,12277,12282,12285,12290,12293,12298,12301,12306,12309,12314,12317,12322,12325,12330,12333],{"_45":12270,"_31":272,"_273":12271,"_163":12273},"5b825be36d7f0",[12272],"e98cf0383b0355b97e3c6424989be73a","Put another way, basically what you're trying to find is, is",{"_45":12275,"_31":272,"_273":12276,"_163":1171},"5b825be36d7f1",[],{"_45":12278,"_31":272,"_273":12279,"_163":12281},"5b825be36d7f2",[12280],"ca7381b86ced504802d479b8b0fb0396","that when it comes to retention, you want to worry about who the primary",{"_45":12283,"_31":272,"_273":12284,"_163":1171},"5b825be36d7f3",[],{"_45":12286,"_31":272,"_273":12287,"_163":12289},"5b825be36d7f4",[12288],"28dadbcac1f6753b5172729331fec47e","user is and the buying that comes in the world",{"_45":12291,"_31":272,"_273":12292,"_163":1171},"5b825be36d7f5",[],{"_45":12294,"_31":272,"_273":12295,"_163":12297},"5b825be36d7f6",[12296],"cf49ba4dfe62e05fb3bf2185fa8ec355","of pricing, but for retention it's who really has that",{"_45":12299,"_31":272,"_273":12300,"_163":1171},"5b825be36d7f7",[],{"_45":12302,"_31":272,"_273":12303,"_163":12305},"5b825be36d7f8",[12304],"dc523e523e972dc1b46f757b313ddc8d","cancellation authority.",{"_45":12307,"_31":272,"_273":12308,"_163":1171},"5b825be36d7f9",[],{"_45":12310,"_31":272,"_273":12311,"_163":12313},"5b825be36d7f10",[12312],"9dff312cf66ff6dae88fef18b3b9192f","In the case of, hey, that user has a lot of influence on",{"_45":12315,"_31":272,"_273":12316,"_163":1171},"5b825be36d7f11",[],{"_45":12318,"_31":272,"_273":12319,"_163":12321},"5b825be36d7f12",[12320],"d4b6404dac7182acefb5e8ba1e07cb25","cancellation or is the person who could cancel, care about them, but",{"_45":12323,"_31":272,"_273":12324,"_163":1171},"5b825be36d7f13",[],{"_45":12326,"_31":272,"_273":12327,"_163":12329},"5b825be36d7f14",[12328],"b4b441dbfca29780d3c7f865ca3d6664","they also might be the buyer in that case.",{"_45":12331,"_31":272,"_273":12332,"_163":1171},"5b825be36d7f15",[],{"_45":12334,"_31":272,"_273":12335,"_163":12337},"5b825be36d7f16",[12336],"addfcb319c0839b5047c104e68663e83","And if it's disconnected, worry about whoever has that cancellation authority.",[12339,12341,12343,12345,12347,12349,12351,12353,12355],{"_45":12272,"_31":4592,"_4593":12340},"00:39:17.940",{"_45":12280,"_31":4592,"_4593":12342},"00:39:21.270",{"_45":12288,"_31":4592,"_4593":12344},"00:39:24.720",{"_45":12296,"_31":4592,"_4593":12346},"00:39:28.190",{"_45":12304,"_31":4592,"_4593":12348},"00:39:31.180",{"_45":12312,"_31":4592,"_4593":12350},"00:39:32.640",{"_45":12320,"_31":4592,"_4593":12352},"00:39:35.710",{"_45":12328,"_31":4592,"_4593":12354},"00:39:39.200",{"_45":12336,"_31":4592,"_4593":12356},"00:39:41.450",{"_45":12358,"_31":267,"_268":12359,"_276":12364,"_278":327},"d9b926803cdb",[12360],{"_45":12361,"_31":272,"_273":12362,"_163":12363},"d9b926803cdb0",[],"The Role of Integration Partnerships in Retention & Expansion Revenue",[],{"_45":12366,"_31":267,"_268":12367,"_276":12452,"_278":279},"f2b3d7dbe070",[12368,12372,12375,12380,12385,12388,12393,12396,12401,12404,12409,12412,12417,12420,12425,12428,12433,12436,12441,12444,12449],{"_45":12369,"_31":272,"_273":12370,"_163":12036},"f2b3d7dbe0700",[12371],"a3a1e09c0e8d539ab90d5cb797063209",{"_45":12373,"_31":272,"_273":12374,"_163":1171},"f2b3d7dbe0701",[],{"_45":12376,"_31":272,"_273":12377,"_163":12379},"f2b3d7dbe0702",[12378],"24d509ab80c116ebefce7ac6d9b15641","Well, there's a ",{"_45":12381,"_31":272,"_273":12382,"_163":12384},"f2b3d7dbe0703",[12383],"8d344ad6a1e02947906916e03781301d","couple of ways I could answer this.",{"_45":12386,"_31":272,"_273":12387,"_163":1171},"f2b3d7dbe0704",[],{"_45":12389,"_31":272,"_273":12390,"_163":12392},"f2b3d7dbe0705",[12391],"35c8957c5cc5cbb761c929a20f4e73f7","I'm going to answer it a couple of ways.",{"_45":12394,"_31":272,"_273":12395,"_163":1171},"f2b3d7dbe0706",[],{"_45":12397,"_31":272,"_273":12398,"_163":12400},"f2b3d7dbe0707",[12399],"a85f18e9e7c864f8d23a2ef38872712a","For one, integrations and I actually, I should've put this data in",{"_45":12402,"_31":272,"_273":12403,"_163":1171},"f2b3d7dbe0708",[],{"_45":12405,"_31":272,"_273":12406,"_163":12408},"f2b3d7dbe0709",[12407],"ed2be837c9585e3ac43a0b5f98fb97ae","there, sorry. I forgot to put it in there.",{"_45":12410,"_31":272,"_273":12411,"_163":1171},"f2b3d7dbe07010",[],{"_45":12413,"_31":272,"_273":12414,"_163":12416},"f2b3d7dbe07011",[12415],"032fe0adb28fb67a59e7740038da6284","Integrations actually tend to increase retention quite a",{"_45":12418,"_31":272,"_273":12419,"_163":1171},"f2b3d7dbe07012",[],{"_45":12421,"_31":272,"_273":12422,"_163":12424},"f2b3d7dbe07013",[12423],"85cd60d9a8a6fb3404ae0fab8d2aa651","bit. You used to spend or used to actually charge for",{"_45":12426,"_31":272,"_273":12427,"_163":1171},"f2b3d7dbe07014",[],{"_45":12429,"_31":272,"_273":12430,"_163":12432},"f2b3d7dbe07015",[12431],"87f4b7c8d02354e145802717a00e2376","integrations. If you wanted a Salesforce integration, you'd charge an",{"_45":12434,"_31":272,"_273":12435,"_163":1171},"f2b3d7dbe07016",[],{"_45":12437,"_31":272,"_273":12438,"_163":12440},"f2b3d7dbe07017",[12439],"ed88bb2fad0ab1dd2157fcd4a3fae715","additional, five to $900 a month",{"_45":12442,"_31":272,"_273":12443,"_163":1171},"f2b3d7dbe07018",[],{"_45":12445,"_31":272,"_273":12446,"_163":12448},"f2b3d7dbe07019",[12447],"13530311084c7eb871e096d72a405ee0","for it in addition to the product.",{"_45":12450,"_31":272,"_273":12451,"_163":4589},"f2b3d7dbe07020",[],[12453,12455,12457,12459,12461,12463,12465,12467,12469,12471,12473],{"_45":12371,"_31":4592,"_4593":12454},"00:39:45.580",{"_45":12378,"_31":4592,"_4593":12456},"00:39:46.800",{"_45":12383,"_31":4592,"_4593":12458},"00:39:50.380",{"_45":12391,"_31":4592,"_4593":12460},"00:39:52.410",{"_45":12399,"_31":4592,"_4593":12462},"00:39:54.020",{"_45":12407,"_31":4592,"_4593":12464},"00:39:57.390",{"_45":12415,"_31":4592,"_4593":12466},"00:39:58.890",{"_45":12423,"_31":4592,"_4593":12468},"00:40:03.310",{"_45":12431,"_31":4592,"_4593":12470},"00:40:06.670",{"_45":12439,"_31":4592,"_4593":12472},"00:40:10.120",{"_45":12447,"_31":4592,"_4593":12474},"00:40:13.450",{"_45":12476,"_31":267,"_268":12477,"_276":12547,"_278":279},"57f2cf873aa1",[12478,12483,12488,12491,12496,12499,12504,12507,12512,12515,12520,12523,12528,12531,12536,12539,12544],{"_45":12479,"_31":272,"_273":12480,"_163":12482},"57f2cf873aa10",[12481],"dcd148c309ecc2b0401819c1ac8b00f2","But what we're finding is, is that ",{"_45":12484,"_31":272,"_273":12485,"_163":12487},"57f2cf873aa11",[12486],"f67115a24e383f038860c5aa43f27798","integrations are a better tool to not only get better retention because people are",{"_45":12489,"_31":272,"_273":12490,"_163":1171},"57f2cf873aa12",[],{"_45":12492,"_31":272,"_273":12493,"_163":12495},"57f2cf873aa13",[12494],"63418ba2e025b695f42e79f8e4847ef6","more entrenched in your product, even if they're not actively using your product.",{"_45":12497,"_31":272,"_273":12498,"_163":1171},"57f2cf873aa14",[],{"_45":12500,"_31":272,"_273":12501,"_163":12503},"57f2cf873aa15",[12502],"fb7da01c2a25fd4948d8507f2c56d87f","I think the increase is somewhere around someone who",{"_45":12505,"_31":272,"_273":12506,"_163":1171},"57f2cf873aa16",[],{"_45":12508,"_31":272,"_273":12509,"_163":12511},"57f2cf873aa17",[12510],"764733eb21857bfb980e4aff2fe22907","has one, to three integrations, I think they",{"_45":12513,"_31":272,"_273":12514,"_163":1171},"57f2cf873aa18",[],{"_45":12516,"_31":272,"_273":12517,"_163":12519},"57f2cf873aa19",[12518],"cdd472db6eda8768b07a58b79015aef8","typically have 10 to 15% better net",{"_45":12521,"_31":272,"_273":12522,"_163":1171},"57f2cf873aa110",[],{"_45":12524,"_31":272,"_273":12525,"_163":12527},"57f2cf873aa111",[12526],"32fdcc2790fbc215920a3c2584e923d1","retention than those who have zero integrations.",{"_45":12529,"_31":272,"_273":12530,"_163":1171},"57f2cf873aa112",[],{"_45":12532,"_31":272,"_273":12533,"_163":12535},"57f2cf873aa113",[12534],"8750511484bc0fd66a69b892bf0da70e","And then those who have more than four or more typically it's another",{"_45":12537,"_31":272,"_273":12538,"_163":1171},"57f2cf873aa114",[],{"_45":12540,"_31":272,"_273":12541,"_163":12543},"57f2cf873aa115",[12542],"e69e425ce62013e2e4dbcd7de6101850","five to maybe 7% bump.",{"_45":12545,"_31":272,"_273":12546,"_163":4589},"57f2cf873aa116",[],[12548,12550,12552,12554,12556,12558,12560,12562,12564],{"_45":12481,"_31":4592,"_4593":12549},"00:40:14.950",{"_45":12486,"_31":4592,"_4593":12551},"00:40:18.040",{"_45":12494,"_31":4592,"_4593":12553},"00:40:21.490",{"_45":12502,"_31":4592,"_4593":12555},"00:40:24.810",{"_45":12510,"_31":4592,"_4593":12557},"00:40:28.070",{"_45":12518,"_31":4592,"_4593":12559},"00:40:31.130",{"_45":12526,"_31":4592,"_4593":12561},"00:40:34.600",{"_45":12534,"_31":4592,"_4593":12563},"00:40:36.620",{"_45":12542,"_31":4592,"_4593":12565},"00:40:39.760",{"_45":12567,"_31":267,"_268":12568,"_276":12638,"_278":279},"22bc15faec18",[12569,12574,12577,12582,12585,12590,12593,12598,12601,12606,12609,12614,12617,12622,12625,12630,12633],{"_45":12570,"_31":272,"_273":12571,"_163":12573},"22bc15faec180",[12572],"cc8b9c5a16e9912995115620b017aad7","That's a big, big thing to think about is",{"_45":12575,"_31":272,"_273":12576,"_163":1171},"22bc15faec181",[],{"_45":12578,"_31":272,"_273":12579,"_163":12581},"22bc15faec182",[12580],"0af5b693bd06318ef30e48ecf4361904","making sure your product can permeate throughout",{"_45":12583,"_31":272,"_273":12584,"_163":1171},"22bc15faec183",[],{"_45":12586,"_31":272,"_273":12587,"_163":12589},"22bc15faec184",[12588],"d69cd7ac25bf33b8894878eade2c4eaa","the workflow of your user.",{"_45":12591,"_31":272,"_273":12592,"_163":1171},"22bc15faec185",[],{"_45":12594,"_31":272,"_273":12595,"_163":12597},"22bc15faec186",[12596],"b2f53310d660c0a03db77ccdc13a6fbc","And the reason this is important is because we used to have this",{"_45":12599,"_31":272,"_273":12600,"_163":1171},"22bc15faec187",[],{"_45":12602,"_31":272,"_273":12603,"_163":12605},"22bc15faec188",[12604],"d5dfbbda8d552f8ff6cb0089bc98794a","phase of building product where it was like, oh, everything needs to be a source of truth.",{"_45":12607,"_31":272,"_273":12608,"_163":1171},"22bc15faec189",[],{"_45":12610,"_31":272,"_273":12611,"_163":12613},"22bc15faec1810",[12612],"e06f9a688c0be1c9de67388aee1925ea","This is a source of truth for this, a source for truth for that.",{"_45":12615,"_31":272,"_273":12616,"_163":1171},"22bc15faec1811",[],{"_45":12618,"_31":272,"_273":12619,"_163":12621},"22bc15faec1812",[12620],"cfd25ee51c8afd8e31eb9ea08790b775","And it's such a high lift, especially today",{"_45":12623,"_31":272,"_273":12624,"_163":1171},"22bc15faec1813",[],{"_45":12626,"_31":272,"_273":12627,"_163":12629},"22bc15faec1814",[12628],"cc7624e336ed565daecac3b23806f61b","when you have the Salesforce, HubSpots of the world, as well",{"_45":12631,"_31":272,"_273":12632,"_163":1171},"22bc15faec1815",[],{"_45":12634,"_31":272,"_273":12635,"_163":12637},"22bc15faec1816",[12636],"bc092769f2dae703a08e59e01f01fc01","depending on the dev product, you have your equivalents.",[12639,12641,12643,12645,12647,12649,12651,12653,12655],{"_45":12572,"_31":4592,"_4593":12640},"00:40:42.650",{"_45":12580,"_31":4592,"_4593":12642},"00:40:46.020",{"_45":12588,"_31":4592,"_4593":12644},"00:40:49.770",{"_45":12596,"_31":4592,"_4593":12646},"00:40:51.410",{"_45":12604,"_31":4592,"_4593":12648},"00:40:54.860",{"_45":12612,"_31":4592,"_4593":12650},"00:40:58.790",{"_45":12620,"_31":4592,"_4593":12652},"00:41:00.840",{"_45":12628,"_31":4592,"_4593":12654},"00:41:04.260",{"_45":12636,"_31":4592,"_4593":12656},"00:41:07.790",{"_45":12658,"_31":267,"_268":12659,"_276":12753,"_278":279},"9846ce53dfe6",[12660,12665,12668,12673,12676,12681,12684,12689,12692,12697,12700,12705,12708,12713,12718,12721,12726,12729,12734,12737,12742,12745,12750],{"_45":12661,"_31":272,"_273":12662,"_163":12664},"9846ce53dfe60",[12663],"71dbb0bd8bc752339013ec5f257efc90","And so I think the big thing to think about is I don't",{"_45":12666,"_31":272,"_273":12667,"_163":1171},"9846ce53dfe61",[],{"_45":12669,"_31":272,"_273":12670,"_163":12672},"9846ce53dfe62",[12671],"aaa479107a1829d57a8af43f9070d882","have another word for it, but I should come up with a better word,",{"_45":12674,"_31":272,"_273":12675,"_163":1171},"9846ce53dfe63",[],{"_45":12677,"_31":272,"_273":12678,"_163":12680},"9846ce53dfe64",[12679],"0b9424f3a18261003aba469334dab3c3","because this is very negative, but more of what's your parasite",{"_45":12682,"_31":272,"_273":12683,"_163":1171},"9846ce53dfe65",[],{"_45":12685,"_31":272,"_273":12686,"_163":12688},"9846ce53dfe66",[12687],"dd9de7657b504456fd720d4e358acbd0","strategy? 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just tough and I would go deep on some of the",{"_45":12787,"_31":272,"_273":12788,"_163":1171},"1e2e404ef5581",[],{"_45":12790,"_31":272,"_273":12791,"_163":12793},"1e2e404ef5582",[12792],"6ec156c5da069e0b4ee9c62a2a1a55cd","partnership side of things.",{"_45":12795,"_31":272,"_273":12796,"_163":1171},"1e2e404ef5583",[],{"_45":12798,"_31":272,"_273":12799,"_163":12801},"1e2e404ef5584",[12800],"61867152c7a4b0713e1c483ebdd63ad1","Research some of that, because it's really what I found with",{"_45":12803,"_31":272,"_273":12804,"_163":1171},"1e2e404ef5585",[],{"_45":12806,"_31":272,"_273":12807,"_163":12809},"1e2e404ef5586",[12808],"734d0f731847e05f6601097351758def","partnerships is it's really tough to find perfect",{"_45":12811,"_31":272,"_273":12812,"_163":1171},"1e2e404ef5587",[],{"_45":12814,"_31":272,"_273":12815,"_163":12817},"1e2e404ef5588",[12816],"e7a5ed5cfb1168114539cb1f6ade5cc3","overlap where you're both incented for the same 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to",{"_45":12849,"_31":272,"_273":12850,"_163":1171},"7a273741c0bf3",[],{"_45":12852,"_31":272,"_273":12853,"_163":12855},"7a273741c0bf4",[12854],"26d5bbcfb5680b6d623d14c21348879a","basically give you a cut when people integrate and start paying them, it's a phenomenal thing",{"_45":12857,"_31":272,"_273":12858,"_163":1171},"7a273741c0bf5",[],{"_45":12860,"_31":272,"_273":12861,"_163":12863},"7a273741c0bf6",[12862],"35645b658bc52f60a359004615acfdb8","to do because you can double or triple dip there, but it does",{"_45":12865,"_31":272,"_273":12866,"_163":1171},"7a273741c0bf7",[],{"_45":12868,"_31":272,"_273":12869,"_163":12871},"7a273741c0bf8",[12870],"546c2debd40ed544dbca02d845539f84","take some effort and it probably takes more effort than you always",{"_45":12873,"_31":272,"_273":12874,"_163":1171},"7a273741c0bf9",[],{"_45":12876,"_31":272,"_273":12877,"_163":12879},"7a273741c0bf10",[12878],"36a0600c96cc57e26b2c0fbef1fac2d4","anticipate because you see how perfect it is, but they 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I belabored that a little bit, but the reason is, is",{"_45":13037,"_31":272,"_273":13038,"_163":1171},"a722408d70db3",[],{"_45":13040,"_31":272,"_273":13041,"_163":13043},"a722408d70db4",[13042],"cd55231a027403588de4a86489629f39","because it's the one thing you can figure out that'll help with your pricing and help with",{"_45":13045,"_31":272,"_273":13046,"_163":1171},"a722408d70db5",[],{"_45":13048,"_31":272,"_273":13049,"_163":13051},"a722408d70db6",[13050],"8ead750a0efaced9a92aef92715b5ee7","your retention. It also helps with your growth because you'll be able to get",{"_45":13053,"_31":272,"_273":13054,"_163":1171},"a722408d70db7",[],{"_45":13056,"_31":272,"_273":13057,"_163":13059},"a722408d70db8",[13058],"e87531f40fcd04cf7c8668ff70d9fed0","people in. 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You've gotten this advice if you're early on, understand",{"_45":13216,"_31":272,"_273":13217,"_163":1171},"900413f2d00e1",[],{"_45":13219,"_31":272,"_273":13220,"_163":13222},"900413f2d00e2",[13221],"46e8053f22aad1c2081d0ba73b6d6362","your customer, do your customer research.",{"_45":13224,"_31":272,"_273":13225,"_163":1171},"900413f2d00e3",[],{"_45":13227,"_31":272,"_273":13228,"_163":13230},"900413f2d00e4",[13229],"0310946bfad15a3c51e02e2444af7ad9","It's that one thing where only 20% of people that",{"_45":13232,"_31":272,"_273":13233,"_163":1171},"900413f2d00e5",[],{"_45":13235,"_31":272,"_273":13236,"_163":13238},"900413f2d00e6",[13237],"ea4e1fe58710dbd3e615d250c94d2687","I talk to about it will actually do it.",{"_45":13240,"_31":272,"_273":13241,"_163":1171},"900413f2d00e7",[],{"_45":13243,"_31":272,"_273":13244,"_163":13246},"900413f2d00e8",[13245],"7632b006f03546ba5ba951428bb1c23b","We'll all tweet the articles about talking to your customer and focusing on your",{"_45":13248,"_31":272,"_273":13249,"_163":1171},"900413f2d00e9",[],{"_45":13251,"_31":272,"_273":13252,"_163":13254},"900413f2d00e10",[13253],"4c456c2d93af868362b443b5e6bf293f","customer but very few of us are actually doing it.",{"_45":13256,"_31":272,"_273":13257,"_163":1171},"900413f2d00e11",[],{"_45":13259,"_31":272,"_273":13260,"_163":13262},"900413f2d00e12",[13261],"4bb29139b4eb9726a4ede6a201fd4f3b","But what you find is, is that the more you know about that customer, that",{"_45":13264,"_31":272,"_273":13265,"_163":1171},"900413f2d00e13",[],{"_45":13267,"_31":272,"_273":13268,"_163":13270},"900413f2d00e14",[13269],"c3ad881b77685662e09abb2b2159fe6f","segment, the better off you end up are not only in building, but also in your",{"_45":13272,"_31":272,"_273":13273,"_163":1171},"900413f2d00e15",[],{"_45":13275,"_31":272,"_273":13276,"_163":13278},"900413f2d00e16",[13277],"231c3007892ef34b9850906a27ddda62","go to market. 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I'm actually talking about understand your market, understand that customer.",{"_45":13333,"_31":272,"_273":13334,"_163":1171},"8661c36930d65",[],{"_45":13336,"_31":272,"_273":13337,"_163":13339},"8661c36930d66",[13338],"6c1c6c8885089be8f1423e77b43e2163","Those are the two things that pay the most dividends overall.",{"_45":13341,"_31":272,"_273":13342,"_163":1171},"8661c36930d67",[],{"_45":13344,"_31":272,"_273":13345,"_163":13347},"8661c36930d68",[13346],"6c0214a4ee405814c6933d62747769ff","There's a couple different ways to build.",{"_45":13349,"_31":272,"_273":13350,"_163":1171},"8661c36930d69",[],{"_45":13352,"_31":272,"_273":13353,"_163":13355},"8661c36930d610",[13354],"030dedf7ef830b67e08869484b0cba5b","I'm a huge fan, especially in B2B, of building",{"_45":13357,"_31":272,"_273":13358,"_163":1171},"8661c36930d611",[],{"_45":13360,"_31":272,"_273":13361,"_163":13363},"8661c36930d612",[13362],"5cff4fc9b142a722a40b392490273784","in a way that you get 10 people",{"_45":13365,"_31":272,"_273":13366,"_163":1171},"8661c36930d613",[],{"_45":13368,"_31":272,"_273":13369,"_163":13371},"8661c36930d614",[13370],"747718ea88f79e1f26ab572c219cc500","really, really happy or high NPS or really",{"_45":13373,"_31":272,"_273":13374,"_163":1171},"8661c36930d615",[],{"_45":13376,"_31":272,"_273":13377,"_163":13379},"8661c36930d616",[13378],"f3695dbb88e2d38883a345cb7ab43fbf","fulfilled customers and you get 25, then you get",{"_45":13381,"_31":272,"_273":13382,"_163":1171},"8661c36930d617",[],{"_45":13384,"_31":272,"_273":13385,"_163":13387},"8661c36930d618",[13386],"cb14ce8e8689900e6bc94dca97befadd","75, then you get a 100, before you even do",{"_45":13389,"_31":272,"_273":13390,"_163":1171},"8661c36930d619",[],{"_45":13392,"_31":272,"_273":13393,"_163":13395},"8661c36930d620",[13394],"31db03ce644d419c667ba45282cc8f19","hardcore marketing at all.",[13397,13399,13401,13403,13405,13407,13409,13411,13413,13415,13417],{"_45":13314,"_31":4592,"_4593":13398},"00:44:28.640",{"_45":13322,"_31":4592,"_4593":13400},"00:44:31.840",{"_45":13330,"_31":4592,"_4593":13402},"00:44:33.860",{"_45":13338,"_31":4592,"_4593":13404},"00:44:37.730",{"_45":13346,"_31":4592,"_4593":13406},"00:44:41.010",{"_45":13354,"_31":4592,"_4593":13408},"00:44:43.270",{"_45":13362,"_31":4592,"_4593":13410},"00:44:46.940",{"_45":13370,"_31":4592,"_4593":13412},"00:44:50.110",{"_45":13378,"_31":4592,"_4593":13414},"00:44:55.050",{"_45":13386,"_31":4592,"_4593":13416},"00:44:58.540",{"_45":13394,"_31":4592,"_4593":13418},"00:45:01.760",{"_45":13420,"_31":267,"_268":13421,"_276":13464,"_278":279},"b46230b3dc6e",[13422,13427,13432,13437,13442,13447,13452,13457,13461],{"_45":13423,"_31":272,"_273":13424,"_163":13426},"b46230b3dc6e0",[13425],"a55f5d7158c5fa748607a0c610a024a6","This is how Drift was built, ",{"_45":13428,"_31":272,"_273":13429,"_163":13431},"b46230b3dc6e1",[13430],"2e4f89957d1dbce761fa83fe51d76288","this is how he does it, Hiten does it this way. ",{"_45":13433,"_31":272,"_273":13434,"_163":13436},"b46230b3dc6e2",[13435],"2a8b900033994de6b2972b1eae111af4","There's a lot of people who build this way because it prevents the ",{"_45":13438,"_31":272,"_273":13439,"_163":13441},"b46230b3dc6e3",[13440],"058773dfd32f33b6e10790c09ee4a96f","noise from coming in. ",{"_45":13443,"_31":272,"_273":13444,"_163":13446},"b46230b3dc6e4",[13445],"8308f5ce801a3ec6197e5ea79bee3887","Yeah, I would also think about making sure your retention is really good ",{"_45":13448,"_31":272,"_273":13449,"_163":13451},"b46230b3dc6e5",[13450],"c2b39615ef8b40e7e3ee6f79ad28f5c7","before you start scaling, because that means you've discovered why someone uses your product, ",{"_45":13453,"_31":272,"_273":13454,"_163":13456},"b46230b3dc6e6",[13455],"b4a9b0679ed357b74fca6ff5ce310064","why they convert on your product and ultimately why they're happy with your ",{"_45":13458,"_31":272,"_273":13459,"_163":9550},"b46230b3dc6e7",[13460],"81fc156bd35446d05c655faa71864b40",{"_45":13462,"_31":272,"_273":13463,"_163":4589},"b46230b3dc6e8",[],[13465,13467,13469,13471,13473,13475,13477,13479],{"_45":13425,"_31":4592,"_4593":13466},"00:45:03.350",{"_45":13430,"_31":4592,"_4593":13468},"00:45:06.730",{"_45":13435,"_31":4592,"_4593":13470},"00:45:09.530",{"_45":13440,"_31":4592,"_4593":13472},"00:45:12.520",{"_45":13445,"_31":4592,"_4593":13474},"00:45:15.470",{"_45":13450,"_31":4592,"_4593":13476},"00:45:18.820",{"_45":13455,"_31":4592,"_4593":13478},"00:45:22.500",{"_45":13460,"_31":4592,"_4593":13480},"00:45:25.840",{"_45":13482,"_31":267,"_268":13483,"_276":13488,"_278":327},"af94c1261a0b",[13484],{"_45":13485,"_31":272,"_273":13486,"_163":13487},"af94c1261a0b0",[],"Cargo Cult Pricing",[],{"_45":13490,"_31":267,"_268":13491,"_276":13558,"_278":279},"608b8238e0ec",[13492,13497,13500,13505,13508,13513,13516,13521,13524,13529,13534,13537,13542,13545,13550,13553],{"_45":13493,"_31":272,"_273":13494,"_163":13496},"608b8238e0ec0",[13495],"7bfd8b96f91fdc352d5724da237f3ffb","I am not a fan of using competitive",{"_45":13498,"_31":272,"_273":13499,"_163":1171},"608b8238e0ec1",[],{"_45":13501,"_31":272,"_273":13502,"_163":13504},"608b8238e0ec2",[13503],"9f86b23085e7685a0a5e74ffa0cf3b97","based data as the primary data.",{"_45":13506,"_31":272,"_273":13507,"_163":1171},"608b8238e0ec3",[],{"_45":13509,"_31":272,"_273":13510,"_163":13512},"608b8238e0ec4",[13511],"1cf355c0dcb186a6b7aedb9e6605d921","I think it's secondary or tertiary data works.",{"_45":13514,"_31":272,"_273":13515,"_163":1171},"608b8238e0ec5",[],{"_45":13517,"_31":272,"_273":13518,"_163":13520},"608b8238e0ec6",[13519],"9b14229dcda89cc68f5cb17c9eb53ca3","And what I mean by that is you typically have three inputs if you're not",{"_45":13522,"_31":272,"_273":13523,"_163":1171},"608b8238e0ec7",[],{"_45":13525,"_31":272,"_273":13526,"_163":13528},"608b8238e0ec8",[13527],"2f649bb8e001ef20382b66af697a6a3e","a market product. ",{"_45":13530,"_31":272,"_273":13531,"_163":13533},"608b8238e0ec9",[13532],"b8c66cf0915926bc80ac0fcf50cb6fe6","A market product would be like gold, where it's clear market's going to set the price.",{"_45":13535,"_31":272,"_273":13536,"_163":1171},"608b8238e0ec10",[],{"_45":13538,"_31":272,"_273":13539,"_163":13541},"608b8238e0ec11",[13540],"78f8cebd1201d785f8d4f85158fd50a8","Some products we're building aren't those products.",{"_45":13543,"_31":272,"_273":13544,"_163":1171},"608b8238e0ec12",[],{"_45":13546,"_31":272,"_273":13547,"_163":13549},"608b8238e0ec13",[13548],"d75febc728e8f827301d8ed9bb80dd84","The three inputs are value based data, so actual research going out, measuring willingness to pay,",{"_45":13551,"_31":272,"_273":13552,"_163":1171},"608b8238e0ec14",[],{"_45":13554,"_31":272,"_273":13555,"_163":13557},"608b8238e0ec15",[13556],"c59c0dea8420079b8488f57d015e86c7","choosing a customer.",[13559,13560,13562,13564,13566,13568,13570,13572,13574],{"_45":13495,"_31":4592,"_4593":13480},{"_45":13503,"_31":4592,"_4593":13561},"00:45:29.190",{"_45":13511,"_31":4592,"_4593":13563},"00:45:31.270",{"_45":13519,"_31":4592,"_4593":13565},"00:45:33.680",{"_45":13527,"_31":4592,"_4593":13567},"00:45:37.300",{"_45":13532,"_31":4592,"_4593":13569},"00:45:39.130",{"_45":13540,"_31":4592,"_4593":13571},"00:45:42.870",{"_45":13548,"_31":4592,"_4593":13573},"00:45:45.480",{"_45":13556,"_31":4592,"_4593":13575},"00:45:48.710",{"_45":13577,"_31":267,"_268":13578,"_276":13667,"_278":279},"65fb3224fb3b",[13579,13584,13587,13592,13595,13600,13603,13608,13611,13616,13619,13624,13627,13632,13635,13640,13643,13648,13651,13656,13659,13664],{"_45":13580,"_31":272,"_273":13581,"_163":13583},"65fb3224fb3b0",[13582],"f8d1345fde85f55db935c24963103c31","And there's a bunch of ways you can do that.",{"_45":13585,"_31":272,"_273":13586,"_163":1171},"65fb3224fb3b1",[],{"_45":13588,"_31":272,"_273":13589,"_163":13591},"65fb3224fb3b2",[13590],"80b371f5df2883972854c4b5a6fbc9fe","Competitive data and cost data.",{"_45":13593,"_31":272,"_273":13594,"_163":1171},"65fb3224fb3b3",[],{"_45":13596,"_31":272,"_273":13597,"_163":13599},"65fb3224fb3b4",[13598],"1ce3da109a7f526d0b946d5f4c13babf","Your customers don't care about your cost, they care about their costs.",{"_45":13601,"_31":272,"_273":13602,"_163":1171},"65fb3224fb3b5",[],{"_45":13604,"_31":272,"_273":13605,"_163":13607},"65fb3224fb3b6",[13606],"836d4350893a41dbea0ff9a82dfbe33e","In addition to that, your costs are probably very small relative to the",{"_45":13609,"_31":272,"_273":13610,"_163":1171},"65fb3224fb3b7",[],{"_45":13612,"_31":272,"_273":13613,"_163":13615},"65fb3224fb3b8",[13614],"1d7608d9ba365124f8d23c0b568ab266","value that you're providing.",{"_45":13617,"_31":272,"_273":13618,"_163":1171},"65fb3224fb3b9",[],{"_45":13620,"_31":272,"_273":13621,"_163":13623},"65fb3224fb3b10",[13622],"6a02a48aef056e497083b1bfe45345ea","It's why we're all in this world of SaaS and software, it's because there's",{"_45":13625,"_31":272,"_273":13626,"_163":1171},"65fb3224fb3b11",[],{"_45":13628,"_31":272,"_273":13629,"_163":13631},"65fb3224fb3b12",[13630],"c1dcd7d4cc8c69afb9dbb58febd8233a","that huge difference. And from a competitive standpoint, you're",{"_45":13633,"_31":272,"_273":13634,"_163":1171},"65fb3224fb3b13",[],{"_45":13636,"_31":272,"_273":13637,"_163":13639},"65fb3224fb3b14",[13638],"831dd4577168bc3ad423b0547a870124","assuming your competitors have done their homework.",{"_45":13641,"_31":272,"_273":13642,"_163":1171},"65fb3224fb3b15",[],{"_45":13644,"_31":272,"_273":13645,"_163":13647},"65fb3224fb3b16",[13646],"18b5f1f6d72060ea856ff3462694daf2","Apart from having some sort of signal that there exist,",{"_45":13649,"_31":272,"_273":13650,"_163":1171},"65fb3224fb3b17",[],{"_45":13652,"_31":272,"_273":13653,"_163":13655},"65fb3224fb3b18",[13654],"54313fd7d735ade10bf43059d8f7f401","I almost guarantee you, they haven't done their homework, just guarantee that they haven't",{"_45":13657,"_31":272,"_273":13658,"_163":1171},"65fb3224fb3b19",[],{"_45":13660,"_31":272,"_273":13661,"_163":13663},"65fb3224fb3b20",[13662],"a44631eede0539e1a1306e675e917e07","done their research around their pricing.",{"_45":13665,"_31":272,"_273":13666,"_163":4589},"65fb3224fb3b21",[],[13668,13669,13671,13673,13675,13677,13679,13681,13683,13685,13687],{"_45":13582,"_31":4592,"_4593":13575},{"_45":13590,"_31":4592,"_4593":13670},"00:45:51.480",{"_45":13598,"_31":4592,"_4593":13672},"00:45:53.750",{"_45":13606,"_31":4592,"_4593":13674},"00:45:56.130",{"_45":13614,"_31":4592,"_4593":13676},"00:45:59.280",{"_45":13622,"_31":4592,"_4593":13678},"00:46:00.870",{"_45":13630,"_31":4592,"_4593":13680},"00:46:04.350",{"_45":13638,"_31":4592,"_4593":13682},"00:46:07.570",{"_45":13646,"_31":4592,"_4593":13684},"00:46:10.300",{"_45":13654,"_31":4592,"_4593":13686},"00:46:14.080",{"_45":13662,"_31":4592,"_4593":13688},"00:46:17.760",{"_45":13690,"_31":267,"_268":13691,"_276":13748,"_278":279},"dee67434de3e",[13692,13697,13700,13705,13708,13713,13716,13721,13724,13729,13732,13737,13740,13745],{"_45":13693,"_31":272,"_273":13694,"_163":13696},"dee67434de3e0",[13695],"a34cf68c5db89accf08238a3b73b60bf","So you want to be careful about copying",{"_45":13698,"_31":272,"_273":13699,"_163":1171},"dee67434de3e1",[],{"_45":13701,"_31":272,"_273":13702,"_163":13704},"dee67434de3e2",[13703],"475ffbe92e949922be15279986b5d9d4","not the best kid in the class, if that makes sense.",{"_45":13706,"_31":272,"_273":13707,"_163":1171},"dee67434de3e3",[],{"_45":13709,"_31":272,"_273":13710,"_163":13712},"dee67434de3e4",[13711],"b26d42f2b1be1da67e1a8f2beff1defc","And so what I recommend doing is doing your value based data, thinking about",{"_45":13714,"_31":272,"_273":13715,"_163":1171},"dee67434de3e5",[],{"_45":13717,"_31":272,"_273":13718,"_163":13720},"dee67434de3e6",[13719],"5aaf283186dac214b9c56a5cb03a5e08","your value metric, thinking about your general price point based on research.",{"_45":13722,"_31":272,"_273":13723,"_163":1171},"dee67434de3e7",[],{"_45":13725,"_31":272,"_273":13726,"_163":13728},"dee67434de3e8",[13727],"9bf789766e9db819380d782a07722741","And it doesn't have to be complicated.",{"_45":13730,"_31":272,"_273":13731,"_163":1171},"dee67434de3e9",[],{"_45":13733,"_31":272,"_273":13734,"_163":13736},"dee67434de3e10",[13735],"21324d777708878cb0ba32f35ad8c03d","You could talk to 20 people qualitatively and just go out into the",{"_45":13738,"_31":272,"_273":13739,"_163":1171},"dee67434de3e11",[],{"_45":13741,"_31":272,"_273":13742,"_163":13744},"dee67434de3e12",[13743],"9f004dc2b4f4bbe37f979330a8993323","market and then validate more later.",{"_45":13746,"_31":272,"_273":13747,"_163":4589},"dee67434de3e13",[],[13749,13751,13753,13755,13757,13759,13761],{"_45":13695,"_31":4592,"_4593":13750},"00:46:19.820",{"_45":13703,"_31":4592,"_4593":13752},"00:46:23.840",{"_45":13711,"_31":4592,"_4593":13754},"00:46:26.990",{"_45":13719,"_31":4592,"_4593":13756},"00:46:30.460",{"_45":13727,"_31":4592,"_4593":13758},"00:46:34.040",{"_45":13735,"_31":4592,"_4593":13760},"00:46:35.210",{"_45":13743,"_31":4592,"_4593":13762},"00:46:38.540",{"_45":13764,"_31":267,"_268":13765,"_276":13822,"_278":279},"3d636fc3ef1f",[13766,13771,13774,13779,13782,13787,13790,13795,13798,13803,13806,13811,13814,13819],{"_45":13767,"_31":272,"_273":13768,"_163":13770},"3d636fc3ef1f0",[13769],"c057546c246fb256ad6f93b23f09ee7c","But from there, what I then recommend",{"_45":13772,"_31":272,"_273":13773,"_163":1171},"3d636fc3ef1f1",[],{"_45":13775,"_31":272,"_273":13776,"_163":13778},"3d636fc3ef1f2",[13777],"dc06db11e2a20170c694b58991d5f7c5","is basically looking at the market and are you",{"_45":13780,"_31":272,"_273":13781,"_163":1171},"3d636fc3ef1f3",[],{"_45":13783,"_31":272,"_273":13784,"_163":13786},"3d636fc3ef1f4",[13785],"28b006581fa4d0a719212b83d996ed99","getting compared every single conversation to that competitor,",{"_45":13788,"_31":272,"_273":13789,"_163":1171},"3d636fc3ef1f5",[],{"_45":13791,"_31":272,"_273":13792,"_163":13794},"3d636fc3ef1f6",[13793],"ff0ec7fa829d217075107ab517579125","without you bringing them up?",{"_45":13796,"_31":272,"_273":13797,"_163":1171},"3d636fc3ef1f7",[],{"_45":13799,"_31":272,"_273":13800,"_163":13802},"3d636fc3ef1f8",[13801],"bb9c06139aa95adba156acc29e3638e5","If that's the case, then maybe you do need to weigh that competitive",{"_45":13804,"_31":272,"_273":13805,"_163":1171},"3d636fc3ef1f9",[],{"_45":13807,"_31":272,"_273":13808,"_163":13810},"3d636fc3ef1f10",[13809],"18a6c0bb9747d74fbcdbd997024df38d","data more, but more often than not, you find that's not the case, but",{"_45":13812,"_31":272,"_273":13813,"_163":1171},"3d636fc3ef1f11",[],{"_45":13815,"_31":272,"_273":13816,"_163":13818},"3d636fc3ef1f12",[13817],"224da0e6228729a9b320f3f4af8e760e","there are some markets where that's the case.",{"_45":13820,"_31":272,"_273":13821,"_163":4589},"3d636fc3ef1f13",[],[13823,13825,13827,13829,13831,13833,13835],{"_45":13769,"_31":4592,"_4593":13824},"00:46:40.990",{"_45":13777,"_31":4592,"_4593":13826},"00:46:44.430",{"_45":13785,"_31":4592,"_4593":13828},"00:46:47.920",{"_45":13793,"_31":4592,"_4593":13830},"00:46:51.320",{"_45":13801,"_31":4592,"_4593":13832},"00:46:53.350",{"_45":13809,"_31":4592,"_4593":13834},"00:46:56.770",{"_45":13817,"_31":4592,"_4593":13836},"00:47:00.190",{"_45":13838,"_31":267,"_268":13839,"_276":13893,"_278":279},"161cd62d0814",[13840,13845,13848,13853,13856,13861,13864,13869,13872,13877,13880,13885,13888],{"_45":13841,"_31":272,"_273":13842,"_163":13844},"161cd62d08140",[13843],"966d1ec302ec968b700dc16b9b65d991","Even if you're trying to build the next Jira,",{"_45":13846,"_31":272,"_273":13847,"_163":1171},"161cd62d08141",[],{"_45":13849,"_31":272,"_273":13850,"_163":13852},"161cd62d08142",[13851],"778552981647770709f47e7bac3005f0","there's a world where like, yeah, Jira doesn't really come up",{"_45":13854,"_31":272,"_273":13855,"_163":1171},"161cd62d08143",[],{"_45":13857,"_31":272,"_273":13858,"_163":13860},"161cd62d08144",[13859],"1399a74c146470cc5a9bdfd88a02dee8","because, yes, that's what they're using, but they don't like Jira",{"_45":13862,"_31":272,"_273":13863,"_163":1171},"161cd62d08145",[],{"_45":13865,"_31":272,"_273":13866,"_163":13868},"161cd62d08146",[13867],"d2a4955a5cd056497d998b5ec0e3eb27","and that's why they want to come to you or that's why they're getting on the phone.",{"_45":13870,"_31":272,"_273":13871,"_163":1171},"161cd62d08147",[],{"_45":13873,"_31":272,"_273":13874,"_163":13876},"161cd62d08148",[13875],"92274dd618fb378818f7a6827daabe87","You just have to be careful of how much you look at it.",{"_45":13878,"_31":272,"_273":13879,"_163":1171},"161cd62d08149",[],{"_45":13881,"_31":272,"_273":13882,"_163":13884},"161cd62d081410",[13883],"e7028b39c7c6f443ca1cc3bddd8d82a7","And it's not a point of not doing it, it's more of just how much do you weigh 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Packaging",[],{"_45":13917,"_31":267,"_268":13918,"_276":14033,"_278":279},"24215ba6bbfc",[13919,13925,13928,13933,13937,13940,13945,13948,13953,13958,13961,13966,13969,13974,13977,13982,13985,13990,13993,13998,14001,14006,14009,14014,14017,14022,14025,14030],{"_45":13920,"_31":272,"_273":13921,"_163":13924},"24215ba6bbfc0",[13922,13923],"386d27074f6eaf0bc07e16e2f2fb66c0","33eb2ee4ce7400575a343810e9201d15","For one, I'm not a fan of",{"_45":13926,"_31":272,"_273":13927,"_163":1171},"24215ba6bbfc1",[],{"_45":13929,"_31":272,"_273":13930,"_163":13932},"24215ba6bbfc2",[13922,13931],"565b587df345fa34ec4d2784a66f34ea","keeping people on their legacy plans. ",{"_45":13934,"_31":272,"_273":13935,"_163":13936},"24215ba6bbfc3",[13922],"This is unpopular with more dev-oriented",{"_45":13938,"_31":272,"_273":13939,"_163":1171},"24215ba6bbfc4",[],{"_45":13941,"_31":272,"_273":13942,"_163":13944},"24215ba6bbfc5",[13943],"4fbd29ad92a28530ff31ab7759723583","founders and builders. And the reason is I'm not a fan of it is",{"_45":13946,"_31":272,"_273":13947,"_163":1171},"24215ba6bbfc6",[],{"_45":13949,"_31":272,"_273":13950,"_163":13952},"24215ba6bbfc7",[13951],"773aeba5c69979decc930e599dfcccf2","because it ",{"_45":13954,"_31":272,"_273":13955,"_163":13957},"24215ba6bbfc8",[13956],"762e40008caff1c863916053245bb568","makes your life that much harder.",{"_45":13959,"_31":272,"_273":13960,"_163":1171},"24215ba6bbfc9",[],{"_45":13962,"_31":272,"_273":13963,"_163":13965},"24215ba6bbfc10",[13964],"9c121b9ea63de4a159dd441f9a187d15","And what I mean by that is going from",{"_45":13967,"_31":272,"_273":13968,"_163":1171},"24215ba6bbfc11",[],{"_45":13970,"_31":272,"_273":13971,"_163":13973},"24215ba6bbfc12",[13972],"94b4ec6471b082cb0e39e5308bcd74bd","one to 10, you can go from one to 10 without",{"_45":13975,"_31":272,"_273":13976,"_163":1171},"24215ba6bbfc13",[],{"_45":13978,"_31":272,"_273":13979,"_163":13981},"24215ba6bbfc14",[13980],"324e0dc68a933ce3ca706e60a3d94f71","raising prices on your customers in any way, even your new",{"_45":13983,"_31":272,"_273":13984,"_163":1171},"24215ba6bbfc15",[],{"_45":13986,"_31":272,"_273":13987,"_163":13989},"24215ba6bbfc16",[13988],"cf5b0b8ba619690bc64ef8c5e21adca5","customers. It makes it much more difficult, but you can.",{"_45":13991,"_31":272,"_273":13992,"_163":1171},"24215ba6bbfc17",[],{"_45":13994,"_31":272,"_273":13995,"_163":13997},"24215ba6bbfc18",[13996],"d928ee59f70b7a5e21b728b1293179d5","Going from 10 to a 100 it's really hard.",{"_45":13999,"_31":272,"_273":14000,"_163":1171},"24215ba6bbfc19",[],{"_45":14002,"_31":272,"_273":14003,"_163":14005},"24215ba6bbfc20",[14004],"e98f5401f6a63a038f8e4fcd56f531a7","And if you haven't built up that ability",{"_45":14007,"_31":272,"_273":14008,"_163":1171},"24215ba6bbfc21",[],{"_45":14010,"_31":272,"_273":14011,"_163":14013},"24215ba6bbfc22",[14012],"43c8d13c983151dd19dbdded3f8302f9","to communicate, understand and that",{"_45":14015,"_31":272,"_273":14016,"_163":1171},"24215ba6bbfc23",[],{"_45":14018,"_31":272,"_273":14019,"_163":14021},"24215ba6bbfc24",[14020],"53455739de37e6aee20e15266a192e62","muscle about changing up your monetization, it gets 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point.",{"_45":14031,"_31":272,"_273":14032,"_163":4589},"24215ba6bbfc27",[],[14034,14035,14037,14039,14041,14043,14045,14047,14049,14051,14053,14055,14057,14059,14061],{"_45":13923,"_31":4592,"_4593":13907},{"_45":13931,"_31":4592,"_4593":14036},"00:47:25.340",{"_45":13922,"_31":4592,"_4593":14038},"00:47:27.810",{"_45":13943,"_31":4592,"_4593":14040},"00:47:31.280",{"_45":13951,"_31":4592,"_4593":14042},"00:47:34.560",{"_45":13956,"_31":4592,"_4593":14044},"00:47:39.400",{"_45":13964,"_31":4592,"_4593":14046},"00:47:40.890",{"_45":13972,"_31":4592,"_4593":14048},"00:47:44.160",{"_45":13980,"_31":4592,"_4593":14050},"00:47:47.410",{"_45":13988,"_31":4592,"_4593":14052},"00:47:50.680",{"_45":13996,"_31":4592,"_4593":14054},"00:47:54.190",{"_45":14004,"_31":4592,"_4593":14056},"00:47:56.690",{"_45":14012,"_31":4592,"_4593":14058},"00:48:00.160",{"_45":14020,"_31":4592,"_4593":14060},"00:48:03.580",{"_45":14028,"_31":4592,"_4593":14062},"00:48:07.100",{"_45":14064,"_31":267,"_268":14065,"_276":14127,"_278":279},"78423eb06cf0",[14066,14071,14074,14079,14082,14087,14090,14095,14098,14103,14106,14111,14114,14119,14122],{"_45":14067,"_31":272,"_273":14068,"_163":14070},"78423eb06cf00",[14069],"8adb1ebfdc34e10c0820525fdca88aa7","It's something that again, you only can",{"_45":14072,"_31":272,"_273":14073,"_163":1171},"78423eb06cf01",[],{"_45":14075,"_31":272,"_273":14076,"_163":14078},"78423eb06cf02",[14077],"7cc8323f1ef082c65660a05ed37858db","see what's in front of you right now, but I'm just giving that advice for",{"_45":14080,"_31":272,"_273":14081,"_163":1171},"78423eb06cf03",[],{"_45":14083,"_31":272,"_273":14084,"_163":14086},"78423eb06cf04",[14085],"4a8aa1e098c891f9fbb58b12b51d58bc","hey, this is coming, do the work now to get there.",{"_45":14088,"_31":272,"_273":14089,"_163":1171},"78423eb06cf05",[],{"_45":14091,"_31":272,"_273":14092,"_163":14094},"78423eb06cf06",[14093],"11cd5563962a8ddf4fd5829c5172541f","Maybe half people will listen to that, the other half won't.",{"_45":14096,"_31":272,"_273":14097,"_163":1171},"78423eb06cf07",[],{"_45":14099,"_31":272,"_273":14100,"_163":14102},"78423eb06cf08",[14101],"d9e8fb570eaeae6bef2491a313cb7c8f","But in terms of the earliest of customers, you can keep",{"_45":14104,"_31":272,"_273":14105,"_163":1171},"78423eb06cf09",[],{"_45":14107,"_31":272,"_273":14108,"_163":14110},"78423eb06cf010",[14109],"9c6d84b0ac11ed4ec25762fcd78ef014","them on their legacy pricing forever if you want as a thank you",{"_45":14112,"_31":272,"_273":14113,"_163":1171},"78423eb06cf011",[],{"_45":14115,"_31":272,"_273":14116,"_163":14118},"78423eb06cf012",[14117],"5c4cb989e8b01821c2c90e929d91fdff","but just be careful as you can be on that.",{"_45":14120,"_31":272,"_273":14121,"_163":1171},"78423eb06cf013",[],{"_45":14123,"_31":272,"_273":14124,"_163":14126},"78423eb06cf014",[14125],"d8b42cff36fb64bcc9ce45b732fdac53","Now, how to handle those early folks in transitioning.",[14128,14130,14132,14134,14136,14138,14140,14142],{"_45":14069,"_31":4592,"_4593":14129},"00:48:09.530",{"_45":14077,"_31":4592,"_4593":14131},"00:48:12.970",{"_45":14085,"_31":4592,"_4593":14133},"00:48:16.680",{"_45":14093,"_31":4592,"_4593":14135},"00:48:20.980",{"_45":14101,"_31":4592,"_4593":14137},"00:48:23.150",{"_45":14109,"_31":4592,"_4593":14139},"00:48:26.410",{"_45":14117,"_31":4592,"_4593":14141},"00:48:30.010",{"_45":14125,"_31":4592,"_4593":14143},"00:48:31.620",{"_45":14145,"_31":267,"_268":14146,"_276":14253,"_278":279},"fcd7d7c39e87",[14147,14153,14156,14161,14164,14169,14172,14177,14181,14184,14189,14194,14197,14202,14205,14210,14213,14218,14221,14226,14229,14234,14237,14242,14245,14250],{"_45":14148,"_31":272,"_273":14149,"_163":14152},"fcd7d7c39e870",[14150,14151],"4e0ee6489dba0047d18aca0d5eba722e","94ba4f1e781ef373df05ba2434492676","Normally what I would recommend is, hey, we don't",{"_45":14154,"_31":272,"_273":14155,"_163":1171},"fcd7d7c39e871",[],{"_45":14157,"_31":272,"_273":14158,"_163":14160},"fcd7d7c39e872",[14150,14159],"c740b160ae034884e2341bd5f7edf703","know what our pricing is for right now, but we",{"_45":14162,"_31":272,"_273":14163,"_163":1171},"fcd7d7c39e873",[],{"_45":14165,"_31":272,"_273":14166,"_163":14168},"fcd7d7c39e874",[14150,14167],"620286c903e250911410310af981323d","just think a nice token amount of 50 bucks a month or something like that",{"_45":14170,"_31":272,"_273":14171,"_163":1171},"fcd7d7c39e875",[],{"_45":14173,"_31":272,"_273":14174,"_163":14176},"fcd7d7c39e876",[14150,14175],"1feb1eccc2d643dad6af576e5f54d96b","works. ",{"_45":14178,"_31":272,"_273":14179,"_163":14180},"fcd7d7c39e877",[14150],"And then you'll be the first to know and we actually want your",{"_45":14182,"_31":272,"_273":14183,"_163":1171},"fcd7d7c39e878",[],{"_45":14185,"_31":272,"_273":14186,"_163":14188},"fcd7d7c39e879",[14187],"82e74ea308803b8fc01f83a464d058a2","input on our pricing as we get closer to that. ",{"_45":14190,"_31":272,"_273":14191,"_163":14193},"fcd7d7c39e8710",[14192],"563f6d7d79092ee6e26f81f665ae44ca","Then you'll definitely get a deal for like the first year, once",{"_45":14195,"_31":272,"_273":14196,"_163":1171},"fcd7d7c39e8711",[],{"_45":14198,"_31":272,"_273":14199,"_163":14201},"fcd7d7c39e8712",[14200],"6fb1456ebe43cf58d577a36437dff329","we established that pricing.",{"_45":14203,"_31":272,"_273":14204,"_163":1171},"fcd7d7c39e8713",[],{"_45":14206,"_31":272,"_273":14207,"_163":14209},"fcd7d7c39e8714",[14208],"2f1ef8d58a9927f1a6327e1400159ecb","Because you've subtly, if not overtly set the",{"_45":14211,"_31":272,"_273":14212,"_163":1171},"fcd7d7c39e8715",[],{"_45":14214,"_31":272,"_273":14215,"_163":14217},"fcd7d7c39e8716",[14216],"1821aacd0b299beaf82af36a7ff04577","expectation that this is going to change so that it's not a surprise.",{"_45":14219,"_31":272,"_273":14220,"_163":1171},"fcd7d7c39e8717",[],{"_45":14222,"_31":272,"_273":14223,"_163":14225},"fcd7d7c39e8718",[14224],"cac50094d81472c4881f3d1415b77a51","And oftentimes we're scared to do that because",{"_45":14227,"_31":272,"_273":14228,"_163":1171},"fcd7d7c39e8719",[],{"_45":14230,"_31":272,"_273":14231,"_163":14233},"fcd7d7c39e8720",[14232],"40dcdd98d6345c976904490030c035bb","we think it's politics where we're like, oh,",{"_45":14235,"_31":272,"_273":14236,"_163":1171},"fcd7d7c39e8721",[],{"_45":14238,"_31":272,"_273":14239,"_163":14241},"fcd7d7c39e8722",[14240],"7eb7f49ecfcaa19334a6db2cef644c70","we can't talk about numbers.",{"_45":14243,"_31":272,"_273":14244,"_163":1171},"fcd7d7c39e8723",[],{"_45":14246,"_31":272,"_273":14247,"_163":14249},"fcd7d7c39e8724",[14248],"1339bcc21b2d761ce999c32a28c93bcd","We can't talk about price.",{"_45":14251,"_31":272,"_273":14252,"_163":4589},"fcd7d7c39e8725",[],[14254,14256,14258,14260,14262,14263,14265,14267,14269,14271,14273,14275,14277,14279],{"_45":14151,"_31":4592,"_4593":14255},"00:48:34.160",{"_45":14159,"_31":4592,"_4593":14257},"00:48:37.710",{"_45":14167,"_31":4592,"_4593":14259},"00:48:41.270",{"_45":14175,"_31":4592,"_4593":14261},"00:48:44.450",{"_45":14150,"_31":4592,"_4593":14261},{"_45":14187,"_31":4592,"_4593":14264},"00:48:47.780",{"_45":14192,"_31":4592,"_4593":14266},"00:48:51.220",{"_45":14200,"_31":4592,"_4593":14268},"00:48:54.630",{"_45":14208,"_31":4592,"_4593":14270},"00:48:55.990",{"_45":14216,"_31":4592,"_4593":14272},"00:48:59.160",{"_45":14224,"_31":4592,"_4593":14274},"00:49:02.650",{"_45":14232,"_31":4592,"_4593":14276},"00:49:06.680",{"_45":14240,"_31":4592,"_4593":14278},"00:49:10.150",{"_45":14248,"_31":4592,"_4593":14280},"00:49:11.230",{"_45":14282,"_31":267,"_268":14283,"_276":14353,"_278":279},"c1e02863770c",[14284,14289,14292,14297,14300,14305,14308,14313,14316,14321,14324,14329,14332,14337,14340,14345,14348],{"_45":14285,"_31":272,"_273":14286,"_163":14288},"c1e02863770c0",[14287],"52e7601aa40f2859a4e93297a0167a5c","Your customers know things cost money.",{"_45":14290,"_31":272,"_273":14291,"_163":1171},"c1e02863770c1",[],{"_45":14293,"_31":272,"_273":14294,"_163":14296},"c1e02863770c2",[14295],"0c11689092e8f93fa575417576a9e843","And yes, maybe they want a deal and maybe they were going to talk to you to get a deal for",{"_45":14298,"_31":272,"_273":14299,"_163":1171},"c1e02863770c3",[],{"_45":14301,"_31":272,"_273":14302,"_163":14304},"c1e02863770c4",[14303],"0c7ed3ba4de1c7e58759ece740c8b624","a while, but it's okay.",{"_45":14306,"_31":272,"_273":14307,"_163":1171},"c1e02863770c5",[],{"_45":14309,"_31":272,"_273":14310,"_163":14312},"c1e02863770c6",[14311],"148be727723e76c64a0326089472b753","Now, as you're established and when you're changing prices, a couple",{"_45":14314,"_31":272,"_273":14315,"_163":1171},"c1e02863770c7",[],{"_45":14317,"_31":272,"_273":14318,"_163":14320},"c1e02863770c8",[14319],"3cf965f41326157c5515aeaa7bd42f0c","common mistakes and I can send a little guide over too on how to",{"_45":14322,"_31":272,"_273":14323,"_163":1171},"c1e02863770c9",[],{"_45":14325,"_31":272,"_273":14326,"_163":14328},"c1e02863770c10",[14327],"622cb6481d1084f4b05df198c8526910","change prices, but a couple mistakes are, I see a lot of price",{"_45":14330,"_31":272,"_273":14331,"_163":1171},"c1e02863770c11",[],{"_45":14333,"_31":272,"_273":14334,"_163":14336},"c1e02863770c12",[14335],"30e2aa47f05a37667875f77d36e1c1c5","increase emails that make it all about the company, not about the customer.",{"_45":14338,"_31":272,"_273":14339,"_163":1171},"c1e02863770c13",[],{"_45":14341,"_31":272,"_273":14342,"_163":14344},"c1e02863770c14",[14343],"d328228b53ca1f3a9f0c874742d8075e","Hey, our prices went up, so your prices are going to go up and it's not necessarily overt as",{"_45":14346,"_31":272,"_273":14347,"_163":1171},"c1e02863770c15",[],{"_45":14349,"_31":272,"_273":14350,"_163":14352},"c1e02863770c16",[14351],"de4cdcb7408e36f75b876e1426c80318","that, but that's what happens.",[14354,14355,14357,14359,14361,14363,14365,14367,14369],{"_45":14287,"_31":4592,"_4593":14280},{"_45":14295,"_31":4592,"_4593":14356},"00:49:14.260",{"_45":14303,"_31":4592,"_4593":14358},"00:49:17.860",{"_45":14311,"_31":4592,"_4593":14360},"00:49:19.340",{"_45":14319,"_31":4592,"_4593":14362},"00:49:22.830",{"_45":14327,"_31":4592,"_4593":14364},"00:49:26.290",{"_45":14335,"_31":4592,"_4593":14366},"00:49:29.740",{"_45":14343,"_31":4592,"_4593":14368},"00:49:34.090",{"_45":14351,"_31":4592,"_4593":14370},"00:49:37.490",{"_45":14372,"_31":267,"_268":14373,"_276":14403,"_278":279},"1a037c9a246e",[14374,14379,14382,14387,14390,14395,14398],{"_45":14375,"_31":272,"_273":14376,"_163":14378},"1a037c9a246e0",[14377],"b31025a2a06865cd9f8020230a4a0667","I also see people don't clearly communicate the value that they're",{"_45":14380,"_31":272,"_273":14381,"_163":1171},"1a037c9a246e1",[],{"_45":14383,"_31":272,"_273":14384,"_163":14386},"1a037c9a246e2",[14385],"70553476f6b8b45c24d8be8ed55fabb6","providing. When I send one of these emails, I want to be like, hey,",{"_45":14388,"_31":272,"_273":14389,"_163":1171},"1a037c9a246e3",[],{"_45":14391,"_31":272,"_273":14392,"_163":14394},"1a037c9a246e4",[14393],"be84e4475ae88f74b274bf03791b928b","we've been able to build a lot for you, looks like you've",{"_45":14396,"_31":272,"_273":14397,"_163":1171},"1a037c9a246e5",[],{"_45":14399,"_31":272,"_273":14400,"_163":14402},"1a037c9a246e6",[14401],"e008ed499177f7cec29bf5c3fd1bdc6b","gotten 10,000 contacts over the past 12 months.",[14404,14406,14408,14410],{"_45":14377,"_31":4592,"_4593":14405},"00:49:39.310",{"_45":14385,"_31":4592,"_4593":14407},"00:49:42.720",{"_45":14393,"_31":4592,"_4593":14409},"00:49:46.890",{"_45":14401,"_31":4592,"_4593":14411},"00:49:50.840",{"_45":14413,"_31":267,"_268":14414,"_276":14463,"_278":279},"822908bcdf18",[14415,14420,14423,14428,14431,14436,14439,14444,14447,14452,14455,14460],{"_45":14416,"_31":272,"_273":14417,"_163":14419},"822908bcdf180",[14418],"52c9004af3be1905a03000be955e5f2e","You're reminding them of how much they've used the product, how much value.",{"_45":14421,"_31":272,"_273":14422,"_163":1171},"822908bcdf181",[],{"_45":14424,"_31":272,"_273":14425,"_163":14427},"822908bcdf182",[14426],"1cb269c09a260c55cef197434740c366","Oh, you asked for feature A and we have feature A and you use feature",{"_45":14429,"_31":272,"_273":14430,"_163":1171},"822908bcdf183",[],{"_45":14432,"_31":272,"_273":14433,"_163":14435},"822908bcdf184",[14434],"5753c13e56a85765544b245ab349b84b","B every week. That's awesome.",{"_45":14437,"_31":272,"_273":14438,"_163":1171},"822908bcdf185",[],{"_45":14440,"_31":272,"_273":14441,"_163":14443},"822908bcdf186",[14442],"41add583e34eeb9e57a65e083c47d6f8","Remind them of the value, then put it in the context of them",{"_45":14445,"_31":272,"_273":14446,"_163":1171},"822908bcdf187",[],{"_45":14448,"_31":272,"_273":14449,"_163":14451},"822908bcdf188",[14450],"0aaf1e574a132651f887a39c9d81a269","and say, \"Hey, in order for us to continue to invest in making this product",{"_45":14453,"_31":272,"_273":14454,"_163":1171},"822908bcdf189",[],{"_45":14456,"_31":272,"_273":14457,"_163":14459},"822908bcdf1810",[14458],"18c98a6057c155c206bafff57a544514","better for you, we need to raise prices.\"",{"_45":14461,"_31":272,"_273":14462,"_163":4589},"822908bcdf1811",[],[14464,14466,14468,14470,14472,14474],{"_45":14418,"_31":4592,"_4593":14465},"00:49:53.600",{"_45":14426,"_31":4592,"_4593":14467},"00:49:56.520",{"_45":14434,"_31":4592,"_4593":14469},"00:49:59.910",{"_45":14442,"_31":4592,"_4593":14471},"00:50:01.100",{"_45":14450,"_31":4592,"_4593":14473},"00:50:04.600",{"_45":14458,"_31":4592,"_4593":14475},"00:50:08.060",{"_45":14477,"_31":267,"_268":14478,"_276":14535,"_278":279},"3df5a2cacbb4",[14479,14484,14487,14492,14495,14500,14503,14508,14511,14516,14519,14524,14527,14532],{"_45":14480,"_31":272,"_273":14481,"_163":14483},"3df5a2cacbb40",[14482],"3b81b8e9df71f4e42f2af238b4416df5","And some people go",{"_45":14485,"_31":272,"_273":14486,"_163":1171},"3df5a2cacbb41",[],{"_45":14488,"_31":272,"_273":14489,"_163":14491},"3df5a2cacbb42",[14490],"92025d33ca4850bf10d16c0269bd27e3","as clear as, \"We need to hire more engineers, we need to do this.",{"_45":14493,"_31":272,"_273":14494,"_163":1171},"3df5a2cacbb43",[],{"_45":14496,"_31":272,"_273":14497,"_163":14499},"3df5a2cacbb44",[14498],"2b4a1a682799f4ad5cd18f392a37cf6c","This is what we're going to do with this.",{"_45":14501,"_31":272,"_273":14502,"_163":1171},"3df5a2cacbb45",[],{"_45":14504,"_31":272,"_273":14505,"_163":14507},"3df5a2cacbb46",[14506],"fe7dbf6a7615852adf0b39150a5c6d17","And then because you've been so loyal, we're going to raise",{"_45":14509,"_31":272,"_273":14510,"_163":1171},"3df5a2cacbb47",[],{"_45":14512,"_31":272,"_273":14513,"_163":14515},"3df5a2cacbb48",[14514],"4253a88bbd0018ea7fc03d3fe681b1f0","prices on everyone else new today, but because",{"_45":14517,"_31":272,"_273":14518,"_163":1171},"3df5a2cacbb49",[],{"_45":14520,"_31":272,"_273":14521,"_163":14523},"3df5a2cacbb410",[14522],"d1807ee4c1fdef57226a5e58a7872eab","you're awesome,\" and you don't have to say it that overtly, but basically that's what you're saying,",{"_45":14525,"_31":272,"_273":14526,"_163":1171},"3df5a2cacbb411",[],{"_45":14528,"_31":272,"_273":14529,"_163":14531},"3df5a2cacbb412",[14530],"b3fc028af2e04dd1a08669c28ae8f645","\"you're going to keep your price for the next six months.\"",{"_45":14533,"_31":272,"_273":14534,"_163":4589},"3df5a2cacbb413",[],[14536,14537,14539,14541,14543,14545,14547],{"_45":14482,"_31":4592,"_4593":14475},{"_45":14490,"_31":4592,"_4593":14538},"00:50:11.440",{"_45":14498,"_31":4592,"_4593":14540},"00:50:14.050",{"_45":14506,"_31":4592,"_4593":14542},"00:50:15.810",{"_45":14514,"_31":4592,"_4593":14544},"00:50:19.030",{"_45":14522,"_31":4592,"_4593":14546},"00:50:22.470",{"_45":14530,"_31":4592,"_4593":14548},"00:50:25.840",{"_45":14550,"_31":267,"_268":14551,"_276":14616,"_278":279},"4946eb2a581a",[14552,14557,14560,14565,14568,14573,14576,14581,14584,14589,14592,14597,14600,14605,14608,14613],{"_45":14553,"_31":272,"_273":14554,"_163":14556},"4946eb2a581a0",[14555],"d0cdf714c61d7417ef69f52495a3c2d2","This is known as a",{"_45":14558,"_31":272,"_273":14559,"_163":1171},"4946eb2a581a1",[],{"_45":14561,"_31":272,"_273":14562,"_163":14564},"4946eb2a581a2",[14563],"46ca839b2400acd8d18db7516b5768cc","legacy discount. And basically, \"You can",{"_45":14566,"_31":272,"_273":14567,"_163":1171},"4946eb2a581a3",[],{"_45":14569,"_31":272,"_273":14570,"_163":14572},"4946eb2a581a4",[14571],"82a69a5de702a009936715385ea9d5db","keep it for the next six months and then we'll put you up to the",{"_45":14574,"_31":272,"_273":14575,"_163":1171},"4946eb2a581a5",[],{"_45":14577,"_31":272,"_273":14578,"_163":14580},"4946eb2a581a6",[14579],"d34e350d8fd9c1a098ec4d916c244fb9","next price.\" And then my favorite thing to do is",{"_45":14582,"_31":272,"_273":14583,"_163":1171},"4946eb2a581a7",[],{"_45":14585,"_31":272,"_273":14586,"_163":14588},"4946eb2a581a8",[14587],"8a6b1146aeb0d757c6389d26f5d679e1","obviously, \"Hey, if you have any questions, let me know.",{"_45":14590,"_31":272,"_273":14591,"_163":1171},"4946eb2a581a9",[],{"_45":14593,"_31":272,"_273":14594,"_163":14596},"4946eb2a581a10",[14595],"721f3652404008065df9d88cadd572af","And then P.S. If this material impacts your business or your",{"_45":14598,"_31":272,"_273":14599,"_163":1171},"4946eb2a581a11",[],{"_45":14601,"_31":272,"_273":14602,"_163":14604},"4946eb2a581a12",[14603],"af57a1742a8322b5b179f719b0051ecd","life, if you're a consumer product, let us know and we'll work",{"_45":14606,"_31":272,"_273":14607,"_163":1171},"4946eb2a581a13",[],{"_45":14609,"_31":272,"_273":14610,"_163":14612},"4946eb2a581a14",[14611],"49cd76843085290cb95da723d9a5ce9a","something out.\" And that PS is typically for two types of people.",{"_45":14614,"_31":272,"_273":14615,"_163":4589},"4946eb2a581a15",[],[14617,14618,14620,14622,14624,14626,14628,14630],{"_45":14555,"_31":4592,"_4593":14548},{"_45":14563,"_31":4592,"_4593":14619},"00:50:29.050",{"_45":14571,"_31":4592,"_4593":14621},"00:50:33.460",{"_45":14579,"_31":4592,"_4593":14623},"00:50:36.870",{"_45":14587,"_31":4592,"_4593":14625},"00:50:40.000",{"_45":14595,"_31":4592,"_4593":14627},"00:50:42.680",{"_45":14603,"_31":4592,"_4593":14629},"00:50:46.170",{"_45":14611,"_31":4592,"_4593":14631},"00:50:49.560",{"_45":14633,"_31":267,"_268":14634,"_276":14704,"_278":279},"e6b2b764ec82",[14635,14640,14643,14648,14651,14656,14659,14664,14667,14672,14675,14680,14683,14688,14691,14696,14699],{"_45":14636,"_31":272,"_273":14637,"_163":14639},"e6b2b764ec820",[14638],"45bb8df5ce6061bb5b33cf002417f927","It's for people like me, who I run a",{"_45":14641,"_31":272,"_273":14642,"_163":1171},"e6b2b764ec821",[],{"_45":14644,"_31":272,"_273":14645,"_163":14647},"e6b2b764ec822",[14646],"617e76471d9243901ddb68b7f74c8c3a","business and I don't want to pay more for things, even if they're valuable but if I",{"_45":14649,"_31":272,"_273":14650,"_163":1171},"e6b2b764ec823",[],{"_45":14652,"_31":272,"_273":14653,"_163":14655},"e6b2b764ec824",[14654],"7979b55a65a936c4782cc697cb3a56f3","see that and you've reminded me how valuable things are, I'll",{"_45":14657,"_31":272,"_273":14658,"_163":1171},"e6b2b764ec825",[],{"_45":14660,"_31":272,"_273":14661,"_163":14663},"e6b2b764ec826",[14662],"cb79a117e01a996505771b1007b67cdc","basically not make a fuss.",{"_45":14665,"_31":272,"_273":14666,"_163":1171},"e6b2b764ec827",[],{"_45":14668,"_31":272,"_273":14669,"_163":14671},"e6b2b764ec828",[14670],"1b1169b7094acf484055460e764e4152","It's for also people who are actually affected.",{"_45":14673,"_31":272,"_273":14674,"_163":1171},"e6b2b764ec829",[],{"_45":14676,"_31":272,"_273":14677,"_163":14679},"e6b2b764ec8210",[14678],"ad2724e2cf5ecf162562004f616a4434","And most of the time people respond or want to negotiate with you and then you can have",{"_45":14681,"_31":272,"_273":14682,"_163":1171},"e6b2b764ec8211",[],{"_45":14684,"_31":272,"_273":14685,"_163":14687},"e6b2b764ec8212",[14686],"4cbd07b2db172b8941467b32e0653ec8","a really good brand moment where you go, \"No, no, no, don't worry about it.",{"_45":14689,"_31":272,"_273":14690,"_163":1171},"e6b2b764ec8213",[],{"_45":14692,"_31":272,"_273":14693,"_163":14695},"e6b2b764ec8214",[14694],"dcf47e3b55cfbb8acdc00ee78ab269bf","We'll talk in 12 months. We'll talk whenever, you just figure out your stuff right",{"_45":14697,"_31":272,"_273":14698,"_163":1171},"e6b2b764ec8215",[],{"_45":14700,"_31":272,"_273":14701,"_163":14703},"e6b2b764ec8216",[14702],"f85c62254f8efbea50a789c94ae97854","now.\"",[14705,14707,14709,14711,14713,14715,14717,14719,14721],{"_45":14638,"_31":4592,"_4593":14706},"00:50:53.060",{"_45":14646,"_31":4592,"_4593":14708},"00:50:56.250",{"_45":14654,"_31":4592,"_4593":14710},"00:50:59.670",{"_45":14662,"_31":4592,"_4593":14712},"00:51:02.780",{"_45":14670,"_31":4592,"_4593":14714},"00:51:05.310",{"_45":14678,"_31":4592,"_4593":14716},"00:51:07.210",{"_45":14686,"_31":4592,"_4593":14718},"00:51:10.700",{"_45":14694,"_31":4592,"_4593":14720},"00:51:13.810",{"_45":14702,"_31":4592,"_4593":14722},"00:51:17.370",{"_126":14724},{"_26":14725,"_28":14726,"_29":14727,"_31":14728,"_32":14729,"_14730":14731,"_22":14732,"_14753":14750,"_14754":14755,"_131":14756},"2022-07-13T08:26:31Z","e94998e3-7e52-43f5-8ee1-9898045dd69d","K1l7SjHU74n7ZNQ7KUFa8H","mux.videoAsset","2022-09-05T22:30:19Z","assetId","lTxyNJUmd5sie01zbld1YD7yPhwZTVzvt",{"_14733":14734,"_14735":14736,"_714":14737,"_146":14731,"_14738":14739,"_14740":14741,"_14742":14743,"_14744":14745,"_14746":14747},"aspect_ratio","240:77","created_at","1644902416",3091.455033,"master_access","none","max_stored_frame_rate",29.97,"max_stored_resolution","HD","mp4_support","standard","playback_ids",[14748],{"_45":14749,"_146":14750,"_14751":14752},"3tlADeqW","I9Tk7LZxTvVxWUxkVy8vswNMSMWJywbi","policy","public","playbackId","status","ready","https://stream.mux.com/I9Tk7LZxTvVxWUxkVy8vswNMSMWJywbi",{"_14758":294,"_135":4372},"OGdescription","preview","pageNumber","actionData","errors"]

Retention Lessons from 20k SaaS Companies with ProfitWell’s CEO

Speakers