Growth and Monetization
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Facebook’s former PR chief explains why no one is paying attention to your startup
At TechCrunch Early Stage, I spoke with Coatue Management GP Caryn Marooney about startup branding and how founders can get people to pay attention to what they’re building.
Marooney recently made the jump into venture capital; previously she was co-founder and CEO of The Outcast Agency, one of Silicon Valley’s best-regarded public relations firms, which she left to become VP of Global Communications at Facebook, where she led comms for eight years.
While founders often may think of PR as a way to get messaging across to reporters, Marooney says that making someone care about what you’re working on — whether that’s customers, investors or journalists — requires many of the same skills.
One of the biggest insights she shared: at a base level, no one really cares about what you have to say.
Describing something as newsworthy or a great value isn’t the same as demonstrating it, and while big companies like Amazon can get people to pay attention to anything they say, smaller startups have to be even more strategic with their messaging, Marooney says. “People just fundamentally aren’t walking around caring about this new startup — actually, nobody does.”
Getting someone to care first depends on proving your relevance. When founders are forming their messaging to address this, they should ask themselves three questions about their strategy, she recommends:
- Why should anyone care?
- Is there a purchase order existing for this?
- Who loses if you win?
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Emergence’s Jason Green still sees plenty of opportunities for enterprise SaaS startups
Jason Green, co-founder and partner at Emergence, has made some solid enterprise SaaS bets over the years, long before it was fashionable to do so. He invested early in companies like Box, ServiceMax, Yammer, SteelBrick and SuccessFactors.
Just those companies alone would be a pretty good track record, but his firm also invested in Salesforce, Zoom, Veeva and Bill.com. One consistent thread runs through Emergence’s portfolio: They focus on the cloud and enterprise, a thesis that has paid off big time. What’s more, every one of those previously mentioned companies had a great founding team and successful exit via either IPO or acquisition.
I spoke with Green in June about his investment performance with enterprise SaaS to get a sense of the secret of his long-term success. We also asked a few of those portfolio company CEOs about what it has been like to work with him over time.
All in on SaaS
Green and his co-founders saw something when it came to the emerging enterprise SaaS market in the early 2000s that a lot of firms missed. Salesforce co-founder and CEO Marc Benioff told a story in 2018 about his early attempts at getting funding for his company — and how every single Silicon Valley firm he talked to turned him down.
Green’s partner, Gordon Ritter, eventually invested in Salesforce as one of the company’s earliest investments because the partners saw something in the SaaS approach, even before the term entered the industry lexicon.
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How Moovit went from opportunity to a $900M exit in 8 years
Omar Téllez is a private investor in several tech companies based in LatAm and Silicon Valley. A member of Niantic’s executive team, he was previously president of Moovit.
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In May 2020, Intel announced its purchase of Moovit, a mobility as a service (MaaS) solutions company known for an app that stitched together GPS, traffic, weather, crime and other factors to help mass transit riders reduce their travel times, along with time and worry.
According to a release, Intel believes combining Moovit’s data repository with the autonomous vehicle solution stack for its Mobileye subsidiary will strengthen advanced driver-assistance systems (ADAS) and help create a combined $230 billion total addressable market for data, MaaS and ADAS .
Before he was a member of Niantic’s executive team, private investor Omar Téllez was president of Moovit for the six years leading up to its acquisition. In this guest post for Extra Crunch, he offers a look inside Moovit’s early growth strategy, its efforts to achieve product-market fit and explains how rapid growth in Latin America sparked the company’s rapid ascent.
In late 2011, Uri Levine, a good friend from Silicon Valley and founder of Waze, asked me to visit Israel to meet Nir Erez and Roy Bick, two entrepreneurs who had launched an application they had called “the Waze of public transportation.”
By then, Waze was already in conversations to be sold (Google would finally buy it for $1.1 billion) and Uri was thinking about his next step. He was on the board of directors of Moovit (then called Tranzmate) and thought they could use a lot of help to grow and expand internationally, following Waze’s path.
At the time, I was part of Synchronoss Technologies’ management team. After Goldman Sachs and Deutsche Bank took us public in 2006, AT&T and Apple presented us with an idea that would change the world. It was so innovative and secret that we had to sign NDAs and personal noncompete agreements to work with them. Apple was preparing to launch the first iPhone and needed a system where users could activate devices from the comfort of their homes. As such, Synchronoss’ stock became very attractive to the capital markets and ours became the best public offering of 2006.
After six years with Synchronoss while also making some forays into the field of entrepreneurship, I was ready for another challenge. With that spirit in mind, I got on the plane for Israel.
I will always remember the landing at Ben Gurion airport. After 12 hours traveling from JFK, I was called to the front of the immigration line:
“Hey! The guy in the Moovit T-shirt, please come forward!”
For a second, I thought I was in trouble, but then the immigration officer said, “Welcome to Israel! We are proud of our startups and we want the world to know that we are a high-tech powerhouse,” before he returned my passport and said goodbye.
I was completely amazed by his attitude and wondered if I really knew what I was getting into.
The opportunity in front of Moovit
At first glance, the numbers seemed very attractive. In 2012, there were roughly seven billion people in the world and only a billion vehicles. Thus, many more people used mass public transport than private and users had to face not only the uncertainty of when a transport would arrive, but also what might happen to them while waiting (e.g., personal safety issues, weather, etc.). Adding more uncertainty: Many people did not know the fastest way to get from point A to point B. As designed, mass public transport was a real nightmare for users.
Uri advised us to “fall in love with the problem and not with the solution,” which is what we tried to do at Moovit. Although Waze had spawned a new transportation paradigm and helped reduce traffic in big cities, mass transit was a much bigger monster that consumed an average of two hours of each day for some people, which adds up to 37 days of each year*!
What would you do if someone told you that in addition to your vacation days, an app could help you find 18 extra days off work next year by cutting your transportation time in half?
* Assumes 261 working days a year, 14 productive hours per day.
Image Credits: Moovit (opens in a new window)
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Accessing social groups through referrals
Julian Shapiro is the founder of BellCurve.com, a growth marketing team that trains startups in advanced growth, helps hire senior growth marketers and finds vetted growth agencies. He also writes at Julian.com.
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We’ve aggregated many of the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you stay up-to-date on growth marketing tactics — with advice that’s hard to find elsewhere.
Our community consists of startup founders and heads of growth. You can participate by joining Demand Curve’s marketing training program or its Slack group.
Without further ado, on to our community’s advice.
Accessing social groups through referrals
Excerpt from Demand Curve’s Growth Training.
A surprising benefit of referrals is how they often lead to social partnership opportunities.
Consider this process:
- Find your happiest users.
- Figure out what social groups they belong to. This could be anything from a female founders group, to university alumni networks, to a restaurant management trade association.
- How do you find out? Just ask them what groups they belong to. Don’t be afraid of conversation.
- Ask the happy user to connect you with the heads of those groups. Solve a problem they collectively have — even if it’s only tangentially related to your business. What matters is that more of these ideal customers know and trust you. You can also refer speakers, offer deals, write content for them or offer free office hours.
- Down the road, these people inevitably send you referrals.
- Reach out cold to people in other, similar groups. Reference the endorsement of the original group and provide a case study (with their permission).
Going through groups can be a high-leverage way to land and expand into ideal audiences.
Pixel-sharing tactics
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Y Combinator President Geoff Ralston shares actionable advice for startup founders
Running a startup accelerator comes with a number of occupational hazards, but “skepticism is the easiest thing to fall into when you’ve seen too many companies,” said Y Combinator President Geoff Ralston, “and it’s the thing you have to avoid the most.”
Ralston joined me last week for an hour-long Extra Crunch Live interview where we talked about several topics, including how YC has adapted its program during the pandemic, why he has “never stopped coding” and what he sees changing in tech.
“We try to not be too smart, because great founders often see things beyond what you’re seeing,” he said. “If you try to be too smart, you’ll miss the Airbnbs of the world. You’ll say ‘Airbeds in peoples houses? That’s stupid! I’m not going to invest in that,’ and you could’ve bought 10% of Airbnb for like nothing back then… 10% of that company… you can do your own math.”
Extra Crunch Live is our new virtual event series where we sit down with some of the top founders, investors and builders in tech to glean every bit of insight they care to share. We’ve recently been joined by folks like Hunter Walk, Kirsten Green and Mark Cuban.
To watch the entire interview with Geoff Ralston, sign up for ExtraCrunch — but once you’ve got that covered, you can find it (and a bunch of key excerpts from the chat!) below.
Advice for getting into YC
I prefer it when an Extra Crunch Live conversation starts out with actionable advice, so we kicked things off with any suggestions Ralston had for folks looking to apply to YC. And he had plenty! Such as:
- Mind the deadline, but all hope is not lost if you miss it: “If you miss the deadline, it’s not the end of the world,” says Ralston. “Don’t tell anyone on the admissions team that I said this, but it’s a little bit of a soft deadline. We would never turn down the next epic company because you missed the deadline… although your odds go down of getting in if you don’t make it in by [the deadline]. Why shouldn’t your odds be as high as possible?”
- Don’t change things up for YC’s sake: “Do whatever you can do to make your company as successful, as real as possible… but don’t try to like, pretty up your company for YC,” he says. “That’s never smart [to do] for an investor. Don’t make bad short-term decisions because you think there’s a deadline that you should do wrong things for. Instead, build your company for the long term, and do the best you can possibly do to find product market fit, to build the right product, to build the right technology, to build the right software or whatever it is you’re building.”
Later in the video (around the 40:55 mark), a question from the audience leads Ralston back to the topic, and he has a few more pieces of advice:
- Stick to the instructions: “The instructions are fairly clear. It says: do a one-minute video, have all the founders there, and talk to us. That’s a good idea! Don’t give us some marketing video, we’re not interested in that. That’s not how we’re making our decision.”
- Hone your pitch: “Think about expressing yourself concisely, with great clarity. It does not help to write a book in the application. Be kind to us! We’re reading, you know, hundreds of applications. Get your idea across as clearly as you can. That’s actually a really good signal to us, if you can describe what you’re doing with a minimum of words. That helps us a ton.”
- Tell your story: “Do not skimp on talking about yourselves!” Ralston notes. “We are super interested in you, who you are, and why you’re doing what you’re doing.”
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Three growth marketing experts share their best tools and strategies for 2020
At last month’s Early Stage virtual event, channel growth experts joined TechCrunch reporters and editors for a series of conversations covering the best tools and strategies for building startups in 2020. For this post, I’ve recapped highlights of talks with:
- Ethan Smith, founder and CEO, Graphite
- Susan Su, startup growth advisor, executive-in-residence, Sound Ventures
- Asher King-Abramson, founder, Got Users
If you’d like to hear or watch these conversations in their entirety, we’ve embedded the videos below.
Ethan Smith: How to build a high-performance SEO engine
Relying on internet searches to learn about growth topics like search engine optimization leads to a rabbit hole of LinkedIn thinkfluencer musings and decade-old Quora posts. Insights are few and far between, because SEO has changed dramatically as Google has squashed spammy techniques “specialists” have pushed for years.
Ethan Smith, owner of growth agency Graphite, says Google didn’t kill SEO, but the channel has evolved. “SEO has built a negative reputation over time of being spammy,” Smith says. “The typical flow of an SEO historically has been: I need to find every single keyword I possibly can find and auto-generate a mediocre page for each of those keywords, the user experience doesn’t really matter, content can be automated and spun, the key is fooling the bot.”
Artificial intelligence has disrupted this flow as algorithms have abandoned hard-coded rules for more flexible designs that are less vulnerable to being gamed. What SEO looks like today, Smith says, is all about trying to “figure out what the algorithm is trying to accomplish and try to accomplish the same thing.” Google’s algorithms aren’t looking for buckets of keywords, they’re looking to distill a user’s intent.
The key to building a strategy around SEO as a company breaks down into six steps surrounding intent, says Smith:
- Target by intent
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Funding in an uncertain market: using venture debt to bridge the gap
Will Hutchins is a managing director at Espresso Capital, a leading provider of innovative growth financing and venture debt solutions.
While a handful of tech companies like Zoom and Shopify are enjoying massive gains as a result of COVID-19, that’s obviously not the case for most. Weaker demand, slower sales cycles, and customer insistence on pricing concessions and payment deferrals have conspired to cloud the outlook for many tech companies’ growth.
Compounding these challenges, a lot of tech companies are struggling to raise capital just when they need it most. The data so far suggests that investors, particularly those focused on earlier stage financings, are taking a more cautious approach to new deals and valuations while they wait to see how individual companies perform and which way the economy will go. With the outcome of their planned equity financings uncertain, some tech companies are revisiting their funding strategies and exploring alternative sources of capital to fuel their continued growth.
Forecasting growth in a pandemic: a difficult job just got harder
For certain businesses, COVID-19’s impact on revenue was immediate. For others, the effects of slower economic activity and tighter budgets surfaced more gradually with deals in the funnel before the pandemic closing in April and May. Either way, in the second half of 2020, technology CFOs face a common challenge: How do you accurately forecast sales when there’s very little consensus around key issues such as when business activity will return to pre-COVID levels and what the long-term effects of the crisis might be?
Unfortunately, navigating this uncertainty is just as daunting a challenge for investors. These days, equity investors’ assessment of a company’s growth potential, and the value they are willing to pay for that growth, aren’t just impacted by their view of the company itself. Equally important is their assumptions about when the economy will recover and what the new normal might look like. This uncertainty can lead to situations where companies and their potential investors have materially different views on valuation.
Longer funding cycles, more investor-friendly deals
While the full impact of COVID was felt too late to have a material impact on Q1 deal volumes, recently released data from Pitchbook and the NVCA suggest that 2020 will see a significant decrease in the number of companies funded, possibly by as much 30 percent compared to 2019 among early stage companies. And, while it often takes several months to see evidence of broad trends in investment terms, anecdotal evidence indicates investors are seeking to mitigate risk by demanding additional protective provisions.
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More thoughts on growing podcasts
Julian Shapiro is the founder of BellCurve.com, a growth marketing team that trains startups in advanced growth, helps hire senior growth marketers and finds vetted growth agencies. He also writes at Julian.com.
More posts by this contributor
We’ve aggregated many of the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you stay up-to-date on growth marketing tactics — with advice that’s hard to find elsewhere.
Our community consists of startup founders and heads of growth. You can participate by joining Demand Curve’s marketing training program or its Slack group.
Without further ado, on to our community’s advice.
More thoughts on growing podcasts
Insights from Harry Morton of Lower Street.
Podcast growth is all about relationships. To increase your listenership, consider partnering with:
- Other podcasters. Do an episode swap where you play an episode of your show on theirs, and vice versa. Make sure the two podcasts share similarly minded audiences.
- Curators. Every podcast aggregator has someone responsible for curating their featured content. Look them up on LinkedIn. Reach out via email. Be their friend. Send them only your best stuff.
- Subscribers. You rise in Apple’s podcast charts (which account for 60% of podcast listenership) by having a subscriber growth spurt in a concentrated period of time (24-48 hours). So, when you release an episode, immediately run your audience promotions aggressively and all at once.
Increasing referral incentives might not increase referrals
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Leverage AI to optimize customer service outcomes
Nitesh Dudhia is co-founder and CBO of Aikon Labs Pvt Ltd. Nitesh has worked on market opportunity identification, business planning and strategy formulation and execution for digital transformation.
As offices worldwide shift to remote work, our interactions with customers and colleagues have evolved in tandem. Professionals who once relied on face-to-face communication and firm handshakes must now close deals in a world where both are rare. Coworkers we once sat beside every day are now only available over Slack and Zoom, changing the nature of internal communication as well.
While this new reality presents a challenge, the advancement of key technologies allows us to not just adapt, but thrive. We are now on the precipice of the biggest revolution in workplace communication since the invention of the telephone.
It’s not enough to simply accept the new status quo, particularly as the overall economic climate remains tenuous. Artificial intelligence has much to offer in improving the way we speak to one another in the social distance era, and has already seen wide adoption in certain areas. Much of this algorithmic work has gone on behind the scenes of our most-used apps, such as Google Meet’s noise-canceling technology, which uses an AI to mute certain extraneous sounds on video calls. Other advances work in real-time right before our eyes — like Zoom’s myriad virtual backgrounds, or the automatic transcription and translation technology built into most video conferencing apps.
This kind of technology has helped employees realize that, despite the unprecedented shift to remote work, digital conversations do not just strive to recreate the in-person experience — rather, they can improve upon the way we communicate entirely.
It’s estimated that 65% of the workforce will be working remotely within the next five years. With a more hands-on approach to AI — that is, using the technology to actually augment everyday communications — workers can gain insight into concepts, workflows and ideas that would otherwise go unnoticed.
Your customer service experience
Roughly 55% of the data companies collect falls into the category of “dark data”: information that goes completely unused, kept on an internal server until it’s eventually wiped. Any company with a customer service department is invariably growing their stock of dark data with every chat log, email exchange and recorded call.
When a customer phones in with a query or complaint, they’re told early on that their call “may be recorded for quality assurance purposes.” Given how cheap data storage has become, there’s no “maybe” about it. The question is what to do with this data.
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Crisis management tips from startup whisperer Margit Wennmachers
When it comes to building a company, lots of things can and do go wrong. Margit Wennmachers — an operating partner at Andreessen Horowitz and long one of the most powerful public relations pros in the startup world — knows this firsthand.
Thankfully for all of you, Wennmachers was able to join us for our recent Early Stage event, where she shared some of her tips and tricks for dealing with everything from fast-ballooning crises that reporters catch wind of, to laying off people during a pandemic, to why lawsuits can actually fuel some companies’ growth.
It’s advice you might save for future reference. As she noted, how a crisis is handled can make or break a startup, and the list of things that can go wrong at even the smallest outfit is “long,” including a product needing to be recalled, a site going down, a cyber breach, a founding team that doesn’t get along, inappropriate behavior, lawsuits and cultural issues.
Some of her most actionable advice included:
Prepare for the inevitable crisis
First, said Wennmachers, spend time modeling out the scenarios, and “let your imagination run wild” as you do. Spend a month on this if necessary. As you’re thinking of worst-case scenarios, also figure out the team that would be involved in a crisis response. Legal will always have to be involved but also, often, HR, outside counsel, and, if a startup can afford it, the help of an outside crisis communications team. If it’s a product failure, you’ll also need the product lead, too, she noted.
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