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Domain Perks Case Study (ProductTank 2019)

In fast-growing companies, all impactful projects come with a level of uncertainty. If we knew exactly how to build something, then we wouldn't be innovating, we would be copying something that already exists. Uncertainty can result in delays, poor business outcomes, and numerous internal pushbacks. Rather than ignoring this fact, structure your projects to embrace and manage uncertainty rather than look for ways to avoid unexpected surprises.

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Domain Perks Case Study (ProductTank 2019)

  1. 1. Case Study: New Product Launch Bartosz Mozyrko Domain Perks
  2. 2. Acquisition Conv. Registrar - attract customers with large portfolios Brokerage - generate profit to the company Back in 2014
  3. 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. 4. Small leaks sink great ships.
  5. 5. Solution Increase price & provide more value
  6. 6. The Lean Approach 1st release: 150 customers 2nd release: 300 customers 3rd release: 1,400 customers 4th release: general availability 30 Days
  7. 7. The only way to win is to learn faster than anyone else.
  8. 8. 1st release
  9. 9. 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
  10. 10. HTML Email
  11. 11. Plain Text Follow-up
  12. 12. 10% response rate 90% response rate
  13. 13. Intercom
  14. 14. Keeping Track of Customers
  15. 15. 16% conversion
  16. 16. 2nd release
  17. 17. Could we change the minimum .com price from $8.48 to $8.59, please? CFO
  18. 18. Social Media Buzz
  19. 19. Quick Response
  20. 20. 17% conversion
  21. 21. 3rd release
  22. 22. Pricing Structure Changes
  23. 23. UX & CRO Improvements
  24. 24. Elite Plus generated 25% sales 
 in 3rd release alone
  25. 25. 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
  26. 26. Success?
  27. 27. The Creative Process
  28. 28. 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
  29. 29. • 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

In fast-growing companies, all impactful projects come with a level of uncertainty. If we knew exactly how to build something, then we wouldn't be innovating, we would be copying something that already exists. Uncertainty can result in delays, poor business outcomes, and numerous internal pushbacks. Rather than ignoring this fact, structure your projects to embrace and manage uncertainty rather than look for ways to avoid unexpected surprises.

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