Kraken.io is a SaaS Startup from Berlin. Their software compresses images at a high rate, without visible loss of quality. This marketing teardown analyses how an they market this image optimizer SaaS and what can be done additionally.
Kraken is a robust, ultra-fast image optimizer. Thanks to its vast
array of optimization algorithms Kraken is a world ahead of other
Launched in May 2012
Prepared since August 2011 (Twitter: Joined August 2011)
Nekkra UG, Berlin
Business Model Advantages
● SaaS, recurring revenue
● API - once Kraken is used in another software, it’s unlikely to
get removed from the service
● Reseller aspect. Taking marketing efforts away from the
Old guest blog
posts refer to old
employments Untouched potential: Matylla could use
his personal brand to tell the story of
Kraken.io. 4 blog posts would be
especially for Internet
Marketers would help to
spread the word
Tech Press & Reviews
“Another primary issue with Kraken is the lack of
ability to change quality settings. This is especially a
problem with lossy compression, where the quality of
the image is degraded.”
Andrew Munsell (in a review on Jan 13, 2014)
“In case that isn’t enough awesomeness, Kraken
also have browser add-ons for both Mozilla Firefox
and Google Chrome browsers so you can optimise
your images quicker than ever before!
Jay Downing, 2012
How to Market a SaaS...
...that is - once installed - never showing the benefit?
...that optimizes without clear monetary value add?
...that no user sees?
(User = Client of the web designer or the web designer only using the
Questions to Ask
How big is the CLV?
Who is the Customer Avatar?
Who is the ideal partner for Joint Ventures?
What would be good marketing channels?
How can the Authority of Kraken.io be built easily?
⇒ How can more subscriptions be sold?
(since every additional user does not cost anything apart support + server)
Wordpress users who need to get the job done
Programmers who want to save time to develop their own image
Software companies with high loads of images (save money on
traffic and improve site speed for SEO)
⇒ Where can they be found?
Talks and Workshops
● Giving talks (e.g. Berlin)
● Handing out slides and
workshop material →
● Give free premium accounts for
everyone giving a workshop on
that topic Ruby Authorities like Sebastian
Korfmann would feature Kraken.io in
Publish white papers about the usage of images:
● How is the size usually?
● What if Kraken.io would not have compressed them?
● How does Google honor images in terms of site speed?
Assumption: people who are interested in that would also use
WP + Kraken
Target these blogs:
● wordpress programming
● internet marketing
● design / photography
Give out premium features in return
for a link / badge “optimized
images by Kraken.io”
Guerilla Method Algorithm
Go for aggressive outbound (automated)
1. Build a list of wordpress blogs
2. Parse each for images
3. Check compression of images
and the possible gain with Kraken.io
4. Make a result PDF and the benefits resulting from the gain.
5. Pitch the owner
with a free Kraken.io trial of 30 days, free plugin
How can Kraken.io position themself as much better than using
existing free software packages? (e.g. Ruby on Rails gems like
→ Publish a report on the development and change cost of
using an own method.
Freemium WP Plugin
Assumption: the power of Kraken.io is its Wordpress plugin. It
would sell better with a trial period.
→ This needs a test
1. Make the plugin freely available for 1 day, limit the use to 5
pictures per day
2. Spread it through JV / Affiliates / PPC
3. Measure the free and paid adoption in the course of 1 month
● Document the crunching
process and let tech
writers use it. Avoid posts
like this →
● Address objections and
turn it into case studies →
⇒ Be out there and comment
on these blogs!
In 1 day Kraken crunches more than 100k pictures. Given the
average platform does 100 pictures / day, that’s around 1,000
customers. That can be a 6 figure yearly income.
Monday, May 5th
Tuesday, May 6th 2014
Kraken is a powerful SaaS that solves one problem well.
Its marketing effort is rather passive.
Depending on the future growth goals, no additional marketing
is needed (assuming that the customer churn rate is low).
Try their free online tool!
Tweet to @matylla and @karim79
Limited functions are
forever free. How cool is
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