The Fundamentals of Viral Loops

Social sharing features are oftentimes called viral loops. A company’s goal with a viral loop is to incentivize a user to share the product with her friends. The thinking being that if she likes the product, and she gets a small incentive for sharing, she will tell all her friends, and the product will grow in popularity.

In this post we’ll look at viral loops, how they work and how we measure them. Then we’ll look at social-donations. And finally I’ll talk about where this space is headed.

Basic Viral Loop

Let’s start with one that you may be familiar with: Dropbox – share Dropbox with friends – and get extra storage.

This is fantastic because the storage upgrade has a high perceived value to a current Dropbox user, yet it is a very high margin product for Dropbox, so the customer is getting something that costs $10 but Dropbox is only spending $2 to give it away.

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2012 Year In Review

Facebook has this new 2012 Year in Review feature. Which is really brilliant actually. There were some moderately successful FB apps in previous years that didn’t have half this functionality, so this is a smart extension of the Timeline idea of memorializing your life via Facebook – and making it the center of your memories, vs. still having your real memories live on your hard-drive of photos.

The app did a good job in crunching my year and correctly picked two out of what I consider my three biggest events from 2012.

  1. I bought a house – this has actually eclipsed my job as my number one passion. I started house-hunting in January and it took six months from the time I got serious about searching till I closed on a condo, and another six months from that time before I finished the remodel. It has been a steep learning curve – and despite a tremendous amount of help from Aisha and Dad, I’m still now putting finishing touches on the place. There’s still easily 5 more projects I could do to continue investing in the place – but the law of diminishing marginal returns suggests I should try to restrain myself from pouring more time and money into the condo. Doing this thing, buying this home, gives me great pride. I think – I hope – that it was a wise decision – something I will look back on as a huge investment in my future.
  2. I switched jobs – this is something that I’m very proud of. SoFi has the potential to change finance for the better, and at a time when so much of the national discussion is about overwhelming student loan debt, a generation burdened by it, and the denouement of a financial crisis, it’s an important space to be seeing innovation in. I sometimes think SoFi has the potential to be the Google of Finance. It has the potential to change the way people invest their money. Kickstarter – but aimed at a very specific 1 Trillion dollar student debt market. I’m very passionate about the space and very happy with the move. I’m very grateful for the opportunity to make this impact – to have these resources – to work with these people. The idea of SoFi would not be possible without a tremendous backbone of capital-raising experience and financial know-how – and I am constantly in awe of how much I have yet to learn on that side of the business.
  3. Aisha moved to the bay area. This isn’t really my accomplishment. It’s really hers. She got a fantastic job at Oracle, and after exploring her passions and career for 2 years, I think she wants to stay here for a couple years. It’s fantastic to have her near me after her previous stints in Seattle, Reno, and Seattle again. I’m finally entering the world of normal couples who live in the same city and have the same friends. It’s a huge learning curve – to learn how to plan a social life and an extra-curricular life and balance another person in the equation – and it’s a huge joy to have someone around to share everything with. I think I don’t really fall in love with a place unless i have someone to share it with – which is perhaps why it was hard to fall for Seattle – I never found someone to share it with until the very end. I’m excited to share San Francisco with Aisha.

Overall, it’s been the biggest year of my life. Over the past eight years, I’ve often wondered when I will finally grow up – when I will finally grow into the grown-up I thought I would someday be. When I will start looking like the person I always wanted to be. The answer is perhaps that we start becoming that person when we start seeing ourselves that way already. As I take stock of this year, I recognize that I never would have expected these accomplishments of myself just a year ago. And now that they are real – I am perhaps already where I wanted to be. And I am thankful.

Leaving Rafter to join Social Finance (SoFi)

Friends,

Today is my last day at BookRenter (aka Rafter). Tomorrow I’ll be starting at Social Finance (SoFi) as Director of Student Acquisition.

Whereas Rafter is disrupting the textbook industry to make education more affordable, Social Finance hopes to disrupt the student loan industry to achieve the same goal.  SoFi offers students loans funded by their alumni, weaving a social fabric between borrower and lender. Last week, SoFi announced that they are now offering refinancing options at 27 top MBA programs.

With six years in the student marketing space, I’ve watched firsthand as a generation of America’s brightest struggle to find jobs and pay off one trillion student loan debt. I could not be more excited to be working on this  great challenge with the fantastic team at SoFi.

Please like us on Facebook and share this innovative student loan opportunity with friends & family.

 

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Deep Space Nine – The Greatest Trek

It seems that even among silicon valley, nerd-capital-of-the-world, people still scratch their heads when I tell them that my favorite Star Trek tv show was Star Trek: Deep Space Nine (DS9).  In a recent HackerNews thread, the question was posed: what’s the best way to introduce someone to Star Trek? The answers were usually The Next Generation (TNG) – a show that premiered in 1988 and continued through 1995. It is the most commercially successful tv show in the franchise.  HackerNews posters commented that although The Original Series (TOS) from 1968 is the original, 50 years is a long time, and special effects have come a long way, so for a young person watching contemporary Science Fiction like Prometheus and Avatar, the original star trek is simply not relatable. Continue reading

Boomerang Effect: The Silver Lining

We live in an individualistic age. There is a yin-and-yang relationship between two values – individualism and communalism – that exists in every culture. Western culture, over the past hundred years, has increasingly favored the individual, in stark contrast to my asian-roots, where there is more value placed on family & community. One example is marriage – in asian cultures it’s still customary to secure the approval of the parents and community before choosing a partner, in western culture the parents care more that their child is happy with his/her own choice, and less concerned with their input being factored-into the decision  directly.  Another example is success – western parents often simply want their kids to be happy – whereas Asian parents want to see – above all else – their children succeed professionally, which usually means becoming a doctor, lawyer, or engineer.

As the second generation of Asian Americans comes into adulthood, we continue to define this yin-and-yang. And in all the press coverage I’ve seen, the only side to the boomerang effect that I read about is the horror of it all. A terrible job market, increasing cost of living, and underemployment have lead to a boomerang where college grads are moving back in with their parents.

Oftentimes, I look at my friends who were able to move back in with their parents with some level of envy. In a lot of ways, parents function as a booster-rocket – they carry you as far as they can, pushing you high enough so that you can make it further on your own, further than they would ever have made it.

And in that sense, moving-back-home is a great thing. You save on rent money. You defer the costs of setting up a new household – buying new furniture, new appliances, and the little things you don’t think about like a new ironing board, laundry hamper, and bathroom wastebasket, that really start to add-up. All of them get deferred. And then there are the annuities – one auto-insurance premium with two cars is cheaper than two individual premiums on two cars. Two cable bills. Two electric bills. Two Netflix bills (although I’ve been sharing my Netflix account with my sister in Philly and my girlfriend in Seattle for a year now).  And when you finally move out, you’ve had a year to go through mom’s closets (or more likely for mom to go through her closets for you) and look for things you can take – old sheets, towels, bath mats, tupperware. And then there’s access. In a really tactical sense, one great example is access to your family’s Costco account. I don’t want to get my own membership! In a broader career-sense, access to their professional networks. Every family-friend is a resource that – instead of meeting once-a-year at Thanksgiving or a wedding, you’re seeing every-other-weekend when you get dragged to a dinner party.

In an even broader context, there’s something to be said for following in your parents’ career footsteps. Had I majored in chemical engineering, I would have graduated with access to a lifetime of my dad’s professional contacts, and his ready-built insight into the industry, how it works, and how to get ahead. Yes, of course, I can cultivate mentors who can give me the same access and insight, but they say that blood is thicker than water, and finding a mentor who is willing to invest that kind of effort in you, asking nothing in return, is hard to come by.

I value my independence. And so-far, I have been lucky enough to not have to take a cent from my parents since graduation. That said, I don’t know how I would have managed without the car they gave me, and I look at my friends who lived at home for a year, and I look at the nest egg they’ve already built-up, and despite that extra year of independence, I’m jealous.

Marketing before you have a Marketer

So, you’ve just graduated from that incubator, received a round of angel funding, or even secured your series A. You may or may not actually have anyone with any marketing experience handling your marketing. Here are the 5 things I would handle, or hire someone to handle, to tide-you-over until you reach a point where you’re ready to bring-in your first full-time marketing hire.  I can even suggest people who will consult and handle these things for you. Keep in mind none of this is the stuff I specialize in, nor is any of this going to help you grow or scale. These are the fundamentals you should be thinking about before you’re ready to scale.And these are the fundamentals that, across my experiences, often get overlooked and can be expensive – in terms of time, money, effort, and credibility – to clean-up later.

  1. Secure your brand
    1. BookRenter just recently announced a new brand – Rafter.com. The reason for the change is covered in numerous press releases – but essentially it comes down to the fact that our name was boxing us in, and we now do so much more than rent textbooks, and have aspirations to grow even further beyond what we do today. We grew. We pivoted. We then had to spend a lot of time & money rebranding and re-positioning the company, and explaining to all our customers & partners what was going on. Not to mention all the SEO juice we need to reacquire. So when you’re creating your very first brand, make sure it’s something broad with room-to-grow.
    2. Also make sure your brand is easy to communicate. Kno had a huge issue with this – the name sounded exactly like the very commonly used word “Kno” which meant confusion in every introductory conversation and endless puns.
    3. Finally, I wouldn’t be a responsible marketer if I didn’t tell you to make sure your brand doesn’t mean anything terrible in any commonly used language. The simplest way is to google it. Microsoft had an internal tool you could use to make sure when you were creating a new brand it didn’t run up against anything.
    4. Google for trademark infringement. You also need to worry about your new brand infringing on an existing trademark. Again, the simplest solution is to do some googling. If someone is offering a product or service in an entirely different vertical you’re fine. If it’s the same vertical, even if they’re doing it badly, you could be opening yourself up to a lawsuit down the road.
  2. Secure your online presence
    1. Domains
      1. Maybe you own voxer.com. People might be talking about your app and not finding you. What are you doing to make sure that they find you if they don’t know how to spell you? Consider buying adjacent domains like voxers.com, vockser.com, and voxr.com
    2. Consistency across platforms
      1. You need to have 1 identity across social media platforms. So securing your identity is important. You don’t want to be voxer.com but have to use twitter.com/voxerdotcom because someone else snagged it first. There are ways to secure these names once their taken, but it’s much easier to lock it down early.
    3. Facebook
      1. This one you probably have handled. Know that there are procedures you can go through – if you are a company – to regain control of facebook.com/voxer if someone else already has it.  I don’t have any personal experience testing out how difficult this is.
    4. Twitter
      1. I’m not a huge twitter fan. I think for engaging with consumers, you’re better off focusing your social media efforts on Facebook. But when it comes to engaging with the digerati, the intelligencia of a community -the tastemakers and bloggers of that industry – then twitter becomes really useful. So make sure you have registered your presence here. And consider putting together an entirely separate strategy for twitter to go after this audience and talk about meaningful issues in your space.
    5. LinkedIn
      1. You’re going to want the About page on LinkedIn to mirror your website
      2. When you’re growing and recruiting, make sure you post jobs to LinkedIn as well. They have a recommendation engine so your jobs will show up to any user who logs in, even if they’re not job-seeking, and some powerful search tools (which you have to pay for).
    6. Wikipedia
      1. This one is often overlooked and is important. If you’re kinda a big deal, you really oughta be on Wikipedia. I once joked that the best gift my friends could give me for christmas would be a wikipedia page, because then I really would be famous.
    7. Pinterest? Tumblr? YouTube?
      1. As these platforms grow, having a presence on them may become mandatory. For now, at least grab your URL for safe-keeping. If you have a site that lends-itself naturally to one of these mediums, you might invest in it early-on, such as an online women’s fashion site like Sneekpeaq investing in a presence on Pinterest.
    8. SEO
      1. This is huge. You need to find someone who knows basic SEO to put the right metatags in the right places to begin optimizing. If you’re getting press & blog coverage, SEO to your homepage should be easy. As you get into a commoditized and more mature market down the road, years of accumulated SEO link juice will help a ton in defending your google ranking. I barely know what I’m talking about in this area, but I know you need to learn it or hire someone who knows it. Search Engines are still the front-door to the internet. Furthermore, there are some cases where SEO becomes crucial
      2. In the case where you can’t get a .com email address and have a funky .net, .ly, or some other, people won’t find you initially, and googling needs to result in finding you immediately or they will likely give up
      3. In the case where your company / product is hard to pronounce and they hear about through word-of-mouth or video, they will try googling. For example Kno was a confusing name – people had no idea if it was spelled “kno” “know” or “no” and if you googled the wrong spelling, or even the right spelling”Kno” without “education” or “Tablet” you wouldn’t be able to find us. Huge potential loss of customers.
    9. SEM Will Jump-Start your customer base and help you prove your model
      1. SEM is a great way to drive orders once you have a site with something to sell
      2. SEM can also be a fantastic way to do quick testing of different messages – you can do a small ad-buy on keywords and test two different ads against one another and overnight have a quantifiable measure of how they compare in click-through-rate
      3. With an ecommerce site, SEM can be a huge driver of revenue. Again, I’m not an expert here, but I know enough to be dangerous. You’ll need someone to handle identifying keywords, creating different ad copy and images, manage the bidding, and optimize the results. Once you have a product to sell, SEM can be the simplest and most direct way of getting in front of the customer at the right moment and getting them to buy your product. You’ll have diminishing marginal returns, and as the space gets more crowded the Cost-per-Action for this channel will increase. But SEM can essentially jump-start a business and help you prove your business model. Then you can go to investors with a model that just needs the injection of more ad-dollars in order to scale-up.
  3. Craft a compelling story and make sure everyone know it
    1. Someone – probably a founder but possibly a marketing-hire or a PR agency – needs to make sure that the company has a really fascinating positioning that people can latch-onto easily. “Kayak compares Expedia, Travelocity, and 8 other travel sites to get you the best price faster.” I can quickly latch-onto the reason for why this is better than Expedia.
    2. In the startup world, we call this an elevator pitch. Make sure everyone knows it.
    3. I met an early employee at Pinterest about a year ago who absolutely could not communicate the product vision.  I totally wrote-off the company.  One could argue that it’s my fault; clearly the company has a great product. But if I had been an internet-celeb, potential investor, or potential employee, the fact that he couldn’t communicate the vision means a missed opportunity to get growth, money, or people – three big drivers of success.
  4. Get a good PR agency
    1. If you’ve done a good job crafting a compelling story and teaching it to people, you’re a step ahead. If not, you need someone who isn’t just good at PR, you need someone great – someone who can get into the heart of the product and tell you what is and isn’t compelling to the press; who can tell you what to build and what to tweak so that your elevator-pitch becomes compelling.
    2. Someone small and plugged in who will work hard for you and has experience driving big coverage for big brands. this can make a huge difference in defining the company. Some of it feels like a massive waste of money but creating the right appearances are important. Good PR can also give you a halo and make your company seem much more substantial than it really is.  Kno had great PR.
    3. PR drives customers – when something becomes the media darling, it gets covered by blogs like TechCrunch, which really is the most highly trafficked blog on earth, and every business-tech person reading techcrunch is also a consumer, a mom or a dad, a son or a daughter, of someone, and can and will recommend products and buy products on their own. This is why Apple seems so large. Would it surprise you to realize Apple has 9% market share among PCs? Compared with 90% for PCs? That’s because they are a media darling. Did it surprise the world that Groupon had terrible revenue and profitability numbers right-around the time that they went public? It shouldn’t have surprised us. But for a long time, Groupon was a media darling, and it took some really catastrophically bad press attention, repeated over the course of a year, for the general sentiment about the company to finally reflect the reality of their numbers. So being a media darling, in a way, insulated them from crises.
    4. PR will help with fundraising. Again, great press will make you seem more substantial than you are, and will demonstrate to VCs that you have an idea that customers and media are latching onto and are getting excited about.   My friend – after 1 article on TechCrunch last week – says he’s suddenly getting a ton of inbound investor interest and has meetings already lined-up this week, including one from a VP @ Facebook.
  5. Build in the right bits to track everything.
    1. Get google analytics working and tag everything you do with UTM codes. You need a clear understanding of what is and isn’t driving quality traffic. Google Analytics is free to use, and requires only that you embed its tracking code in every page of your own site.
    2. Google Analytics also integrates with Google AdWords accounts, so that you can see how each of your SEM campaigns performs BOTH in terms of traffic,  AND in terms of driving orders. This is important because it might help you to discover that your first Ad was driving way more traffic to the site, but none of it was converting, while a second ad was driving far fewer clicks, but almost all of them were clicking-through to purchase, meaning it was driving more qualified leads and a higher overall Cost-per-Action.  Again, I know how to operate GoogleAnalytics and analyze the data, but you’ll need to review Google’s documentation on how to add their code to your pages.

That’s the kitchen sink. From here, you’ll have the fundamentals, and you’ll be ready to really start growing-out your company to-scale. Good luck and godspeed.

Six Considerations to Get Started with a Blog

Anu and Dolly – two friends from LA – recently reached out asking me for advice on how to start a blog. Anu wrote “didn’t you once write a blog about how to write blog.” I thought to myself, “hmm.. That’s something I would totally write.” so I looked as far back as 2008, and couldn’t find anything. I had to write-up something new for her, and thought I would refine & share it with others. Then, in the process of researching, I decided it was high-time I updated my own blog, and less than 24 hours later, my new blog is up, in the old location, at www.dailydoseofpras.com.  And here, now, for your pleasure, are some recommendations on how to start a blog:

The Right Technology Platform

You want to pick a platform that makes your life easy, but you also want something that doesn’t look like everyone else. On the easy side, you can have a blog up and running in 5 minutes using wordpress.com, tumblr.com, or blogger.com. WordPress probably gives you the most powerful toolset and the most flexiblity. Tumblr is very fashionable right now, and is optimized for image-heavy blogging.  And they’re all free. There are other less popular options as well.

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1 Year Using ODesk

ODesk was founded 9 years ago, during a surge in the idea of personal outsourcing. Books like the 4 Hour Workweek by Timothy Ferris gave broad media attention to the idea of hiring a personal assistant to manage your life or business remotely. I tested out a couple different services like this, and found ODesk was significantly more advanced than the others and had a significantly bigger base of customers and contractors. A month ago, Odesk raised a Series D financing round, signaling that there was renewed growth and opportunity in the space. I have been experimenting with Odesk now for nearly a year, and wanted to share some advice on how to get the most out of ODesk.

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Airbnb and the Death of the American Dream

Something funny happened after World War II – America experienced an unprecedented economic expansion that lasted 65 years. Three generations grew up in an era of profound materialism rooted in a culture of rugged individualism, and it has shaped a world where we all have, want, and desperately need our own possessions and our own services. But in the wake of this great recession, we cannot afford our individualism any longer. This great recession has borne a new movement toward sharing and communalism that will change the way we consume and perhaps erode our sense of individualism forever. Continue reading

Best Buy: Dead Man Walking & 5 Ideas to Survive

Best Buy essentially sells 3 things: hardware, media, and expertise

The first business is hardware: selling LCD TVs, Blu-Ray Players, Laptops, and cellphones
In the hardware business, there’s the Cost of buying the hardware from manufacturers and the operational costs of distributing that hardware across stores, and then the cost of operating the stores including the overhead, the people, and then of course the costs of managing a customer support center and finance / HR / marketing.

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