3. Demand generation plan and budget
• Word of mouth generation
– 2 systems for “Demo day events”
– 2 systems for customer demos
– 4 x 30K each = $120,000
• World Ag Expo Booth
– 1 x 40x40 corner booth with demo
– Hold press event breakfast
– $ 15 K (booth, banners, hotels)
• Magazine campaign
– 3 ads in 2 magazines
– Goal – get 2 articles on us
– 2 x $ 10K + Ad agency = 30K
• Total $165 K
“You prove that it works and everything else is easy. Distribution is not that
complicated in farming.” – Wyatt Duncan, Integrated Crop Pest Control
14. • We ran a Facebook ad to test actual willingness2
to pay for this service
14
15. • To test willingness to pay we used three 2
identical ads with three different landing pages
15
16. • To test willingness to pay we used three 2
identical ads with three different landing pages
Ad Sign-ups Clicks Ad spend
Free 0 23 $25
$1/household 0 25 $25
$1/user 0 24 $25
• Unfortunately, test results only proved users did not trust our site
for payments
• Facebook traffic on this campaign was on our page for 4
seconds on average
• Roommate campaign had a 1:37 site time average
• Outstanding question: can we win trust in other ways and then
engage users to pay rent through us?
16
17. • Customer archetype: Sara
How she searches
Wants to be efficient (will use a broker if doing a
search on her own is too painful)
Asks friends for recommendations
What Matters to Sara
Wants to live in a fun place that is safe
Doesn’t want to overpay
Doesn’t have much time to hunt for a place
Live with someone she trusts (moving to DC)
Influences
Where friends go out/live
Work location
17
20. What We Found: High referral traffic
4 day progress report
Overall Signup progress
1258
31 filled 5-
136 min survey
10.8%
21. What we did: Targeted women, all couples Demand generation test
Hypothesis: Women-in-relationships are likelier to click
through, irrespective of distance status
Tested for $30 Facebook click through & conversion from FB
impressions
Ad-1 Ad-3
Ad-2 Ad-4
22. What we found: women click more
...................................but not clear who will pay!
Couples will pay subscription if they find more Subscription model test
1 sharing during free trial valuable
LDRs 1 Takeaway: “More
6 sharing” without
Paid convenience will have to
be free.
SLRs 4
Good if free
Women likelier to click through irrespective of Demand generation test
II
distance status
Click
LOCATION Impressions Through Men Women Women-in-rel
rates
87140
23. What we found: Clicks, no web app usage Demand generation test
Funnel: “Couples” campaign
$ 29.7 this week
304,286 0.01 c
impressions
122 uniques 0.35 c/new
85 new
24.6% conversion
30 sign-up 0.99 c
clicks
but one used web app
25. Year 1 Web funnel Year 5
100 000 hits Referenced to our web site 300 000 hits
50% 70%
Fill out savings calculator
20% 30%
Send request to sales
30% 30%
Reconnection with viable
customer
80% 80%
Visit to site
10% 20%
Close sale
Total Total
Revenue
1.44 million Revenue
18.14 million
34. AB Testing Results
0% conversion 42% conversion 75% conversion 32% conversion
• Original Peaya website has 66% conversion rate
• Conversion defined as people clicking the download button on the landing page
• Experiment still underway; too few data points for drawing conclusions
35. Google &Facebook campaigns
• Keywords: free endnote, reference manager, pdf
manager, Itunes for digital content, I tunes, manage
pdf, organize paper, paper manager, citation
manager, paper citation, cite pdfs
• 24 impressions, 2 clicks on googleadwords
• Clicks on free endnote and organize paper
• No Facebook response
• 1 Post on ResearchGate drew 7 visitors
36. We’re “a little” viral
12% of sign-ups from referrals
14 of 117 new registrations came
from referrals by 3 people from Jan
1 to Feb 1.
Referral bonus promoted in tutorial
37. Collaboration doesn’t “pop”…. yet
“Rate & Discuss” is least
interesting tutorial screen so far
However:
1) we can test different messages
(ie “collaborate”)
2) experiment is slightly biased in
ordering, we need further testing
42. ChannelIncentives
VP
All Institutions
Out-patient care/ Per Service High Value
home setting Revenue Model Therapies
Hospitals Private Dosing flexibility
Hospitals, specialty
clinics Efficient patient
Pain Clinics management
In-patient care/ Per Diem
hospitalization Pharmacoeconomics
Revenue Model
HMO, ACO, Non-
profit, University
Hospitals
43. Demand Creation
Patients/Advocacy
Groups
Conferences / Trade magazines / PR
Societies conferences
$20k/event * 6 events $20k/event * 4 events
Research Journal
One on one Meetings
$150k/year travel
Adoption Publications
(Free)
Budget ~ $300 k/year