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Kraken.io - Marketing of an Image Optimizer SaaS

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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.

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http://TillCarlos.com/krakenio

Published in: Data & Analytics, Technology
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Kraken.io - Marketing of an Image Optimizer SaaS

  1. 1. .com How to Market a SaaS That No User Sees? Marketing Teardown of Kraken.io
  2. 2. .com Disclaimer “This analysis is based on observation only. I am not affiliated with Kraken.io in any way. I don’t get money from these links.”
  3. 3. .com Kraken.io Image Optimization for Software Backends and Wordpress
  4. 4. .com What is Kraken.io?
  5. 5. .com About Kraken is a robust, ultra-fast image optimizer. Thanks to its vast array of optimization algorithms Kraken is a world ahead of other tools. Launched in May 2012 Prepared since August 2011 (Twitter: Joined August 2011)
  6. 6. .com The Team Przemek Matylla @matylla Karim Salman @karim79 Nekkra UG, Berlin
  7. 7. .com 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 SaaS company.
  8. 8. .com Authority Analysis
  9. 9. .com Twitter + Google Plus
  10. 10. .com Name Confusion: Kraken.com
  11. 11. .com Blog
  12. 12. .com Personal Brands www.matylla.pl 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 enough
  13. 13. .com Podcast Interviews? Podcast interviews, especially for Internet Marketers would help to spread the word
  14. 14. .com 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
  15. 15. .com The Challenge
  16. 16. .com 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 wordpress plugin)
  17. 17. .com 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)
  18. 18. .com Let’s Break It Down
  19. 19. .com The Revenue Formula Revenue = Traffic x Conversion x CLV By Jay Abraham. See this explanation by Jim Conley
  20. 20. .com 1. Traffic
  21. 21. .com Target Customer Wordpress users who need to get the job done Programmers who want to save time to develop their own image processing Software companies with high loads of images (save money on traffic and improve site speed for SEO) ⇒ Where can they be found?
  22. 22. .com Getting Interviewed on Podcasts
  23. 23. .com 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 workshops.
  24. 24. .com Content Marketing 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
  25. 25. .com Guest Blogging Target these blogs: ● wordpress programming ● internet marketing ● design / photography Give out premium features in return for a link / badge “optimized images by Kraken.io”
  26. 26. .com 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
  27. 27. .com 2. Conversion
  28. 28. .com Competition How can Kraken.io position themself as much better than using existing free software packages? (e.g. Ruby on Rails gems like Paperclip) → Publish a report on the development and change cost of using an own method.
  29. 29. .com 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
  30. 30. .com Building Authority ● 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!
  31. 31. .com 3. Customer Lifetime Value
  32. 32. .com Bundling
  33. 33. .com Joint-Ventures Reseller Accounts: How well are they performing? Reseller accounts are automated through the API. Little effort for the support.
  34. 34. .com Conclusion
  35. 35. .com 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. Performance Estimation Monday, May 5th 2014 Tuesday, May 6th 2014
  36. 36. .com Performance 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).
  37. 37. .com Contact Kraken.io Email feedback@kraken.io Try their free online tool! Tweet to @matylla and @karim79 Limited functions are forever free. How cool is that!
  38. 38. .com What about Your SaaS? I can make a Reachout Analysis for your SaaS. What is your URL? Send it to me: till@tillcarlos.com Do you want to build your own SaaS business? In my mastermind we build it up - step by step, with small groups for your success. Apply now: http://TillCarlos.com/mastermind

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