This page describes our sales processes and how we work with our users to sell our paid products.
The marketing and brand page in the handbook also contains important information relating to sales, in particular around how we use marketing for lead generation.
We are an early-stage startup, and so 90% of what we’re doing when we’re talking to customers is telling our story and building relationships that will eventually convert into sales; in other words, sales evangelism.
Our sales process needs to be able to take an incomplete product, form a narrative around it, and then listen to the (potential) customer. This feedback is then brought back to the product for another iteration, and we want to keep this learning loop as tight as possible so we do things that don’t scale like having a founder-led sales process.
Once this flow is well-defined and working routinely, that’s the moment where we will scale the sales team.
There are a few key insights that will help us navigate early sales. These are presented in no particular order but are adapted from mindset changes in the book Founding Sales and other sources.
Our pricing strategy is fairly unique among our competitors in that a lot of our product is free, and we charge based on storage, processing, and transfer consumption. This simplifies our pricing for our users and also ensures we have a highly valuable free tier.
If our product is great, then people will use it, and the price they pay scales directly with the value they get. This is an important way we ensure that our incentives are always aligned with our customers on providing value.
One of the most important things we’re doing at this point for our company is developing contacts with customers. This is important for several reasons:
Jason is the only person doing this process today. He targets outreach to ~20 people per day, using Sales Navigator to search for creators and video marketers who would be interesting to talk to.
Metrics and templates are tracked in our outreach guide (internal only) for now. Metrics are all manually tracked for now, but in the future, we can look to automate this. Because of this, it is important to remember to update the metrics whenever you have a customer conversation. Additionally, new contacts should be saved to one of our LinkedIn Sales Navigator lists.
The article Founder’s Guide to Cold Outreach has some good general tips for reaching out.
Our user personas are documented on our direction page, and our marketing page also has information on how we segment our audiences. Unlike other B2B SaaS products, we sell to two primary and quite distinct audiences:
It’s important to remember at any given moment which audience you’re selling to because the approaches for reaching them are quite different. That said, the primary means of outreach to independent creators will be through marketing, while marketing teams will have a more traditional sales-led flow.