The document summarizes a new product launch using a lean approach over multiple releases. In the first release, the product was launched to 150 customers to gather feedback. Communication methods like email and Intercom were used. Tracking tools monitored customer responses and conversion rates. Subsequent releases expanded the customer base, implemented pricing changes and improvements based on feedback. Ultimately the lean approach helped improve gross margins, grow the customer base and inform plans for general availability.

1. Case Study: New Product Launch
Bartosz Mozyrko
Domain Perks

2. Acquisition
Conv.
Registrar - attract customers with large portfolios
Brokerage - generate profit to the company
Back in 2014

3. Heavy discounts were given
to customers with large portfolios
that could potentially generate
a substantial amount of revenue
through Brokerage Division.
But this was not always the case.
Challenge

4. Small leaks sink great ships.

5. Solution
Increase price & provide more value

6. The Lean Approach
1st release: 150 customers
2nd release: 300 customers
3rd release: 1,400 customers
4th release: general availability
30 Days

7. The only way to win is to learn
faster than anyone else.

8. 1st release

11. Customer Comms
Intercom
Generic EmailHTML Email
Day 1
Plain Text Follow-up
Day 2
HTML Email #2
Day 20
Plain Text Follow-up #2
Day 21
HTML Email #3
Day 28
Day 1-30

12. HTML Email

13. Plain Text
Follow-up

15. 10% response rate 90% response rate

16. Intercom

17. Keeping Track of Customers

18. 16% conversion

19. 2nd release

24. Could we change
the minimum .com
price from $8.48 to
$8.59, please?
CFO

25. Social Media Buzz

26. Quick
Response

28. 17% conversion

29. 3rd release

30. Pricing Structure Changes

31. UX & CRO Improvements

32. Elite Plus generated 25% sales
in 3rd release alone

33. BU = Business Unit
DP = Domain Perks
1. BU gross margin jumped from 13% to 17%
2. DP customers: 248
3. DP domains under management: 186,964
4. DP subscription gross margin: $69,044/ yr
5. DP customer domain gross margin: $13,818/ mo
6. BU lost customers: 290 (44k transfers-out)
Results

34. Success?

35. The Creative Process

36. 1. New admin tools for the CS Team
2. Product updates: renewals, corner cases
3. Transition to lead generation tool
4. Onboard more VIP customers
5. Promote customer success stories
6. Get customer referrals & intros
General Availability

38. • Challenge
• Solution
• The Lean Approach
• 1st release
• Customer Comms
• Keeping Track of Customers
• 2nd release
• Gross Margins
• Quick release 2.5
• 3rd release
• Pricing Structure Changes
• UX & CRO Improvements
• The Creative Process
• Results
• General Availability
Q&A