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Ben Chestnut, MailChimp @unSEXY August 9, 2012
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Ben Chestnut, unSEXY Presentation
1.
2.
Bac-o-bits • ~2MM users •
4k-5k per day • +3B mssgs per month • 2k queries per second • PROFITABLE.
3.
{UNSEXY}
4.
5.
6.
7.
8.
9.
10.
11.
DESIGN.
12.
technically, FREEMIUM
13.
but DESIGN really really
helped.
14.
15.
KILLING THE COMPETITION WITH
DESIGN-DRIVEN PRODUCTS
16.
17.
(SEXY)
18.
rule #1
19.
rule #1
STOP OBSESSING ABOUT THE COMPETITION.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
Small Businesses Fortune
500 Non-profits Agencies
34.
Small Businesses Fortune
500 Non-profits Agencies
35.
Small Businesses Fortune
500 Non-profits Agencies
36.
Small Businesses Fortune
500 Non-profits Agencies
37.
Small Businesses Fortune
500 Non-profits Agencies
38.
39.
“tech-savvy weirdos”
40.
41.
42.
43.
44.
45.
46.
47.
48.
rule #2
49.
rule #2 FIGHT REALLY, REALLY
WEIRD
50.
51.
52.
53.
54.
/rtfm/
55.
56.
57.
58.
59.
60.
61.
3000000 2250000 1500000 750000
0 2004-10 2005-05 2005-10 2006-03 2006-08 2007-01 2007-06 2007-11 2008-04 2008-09 2009-02 2009-07 2009-12 2010-05 2010-10 2011-03 2011-08 2012-01 2012-06
62.
3000000 2250000 1500000
@100k users Launched Freemium (8yrs) 750000 0 2004-10 2005-05 2005-10 2006-03 2006-08 2007-01 2007-06 2007-11 2008-04 2008-09 2009-02 2009-07 2009-12 2010-05 2010-10 2011-03 2011-08 2012-01 2012-06
63.
3000000
one meellion users (2yrs) 2250000 1500000 @100k users Launched Freemium (8yrs) 750000 0 2004-10 2005-05 2005-10 2006-03 2006-08 2007-01 2007-06 2007-11 2008-04 2008-09 2009-02 2009-07 2009-12 2010-05 2010-10 2011-03 2011-08 2012-01 2012-06
64.
two gorillians 3000000
(10 mo) one meellion users (2yrs) 2250000 1500000 @100k users Launched Freemium (8yrs) 750000 0 2004-10 2005-05 2005-10 2006-03 2006-08 2007-01 2007-06 2007-11 2008-04 2008-09 2009-02 2009-07 2009-12 2010-05 2010-10 2011-03 2011-08 2012-01 2012-06
65.
66.
“Creativity is just connecting
things.”
67.
“Creativity is just connecting
things.”
68.
rule #3
69.
rule #3 ALWAYS. BE.
CREATING. (things)
70.
NO PROJECT SHOULD TAKE LONGER
THAN 2 WEEKS.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
@benchestnut
Editor's Notes
I’ve got 17 minutes to weird you guys out...\n
\n
wth? No. But then I remembered...unsexy industry. boring industry. \n
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\n
\n
\n
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we’ve been all over the globe\n
now, i can pay two women to sit next to me. how’d we come so far?\n
\n
\n
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so i changed my mind. i’ll come to this unsexy conf and talk about my zen philosophy\n
\n
i guess she was trying to tell me it’d be a little more sexy?\n
just stop. you’ll never get ahead when you’re copying.\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
Find your special weirdness. Doesn’t have to be koo-koo cocoapuffs crazy like me, but something weird. \n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
10k shirts, 2k hats, 1k plushies - 18 minutes. \nEnterprise can’t do shirts. SmallBiz can’t do shirts. \n
Open API (not for small biz, and closed for enterprise)\n
\n
\n
\n
\n
\n
\n
\n
We couldn’t have done freemium before understanding who our audience was.\n
We couldn’t have done freemium before understanding who our audience was.\n
We couldn’t have done freemium before understanding who our audience was.\n
We couldn’t have done freemium before understanding who our audience was.\n
We couldn’t have done freemium before understanding who our audience was.\n
We couldn’t have done freemium before understanding who our audience was.\n
If we didn’t have a strong sense of identity, all those freemium users would’ve killed us.\n
\n
\n
\n
If your creative director \n
\n
\n
\n
\n
\n
\n
“interrupt meetings.”\n
\n
\n
\n